We all know him, that famous influencer that everyone talks about so much! However, choosing one is not something you do in a hurry, and requires careful research.

Seeing that the brand-influencer relationship is under surveillance, consumers have become more and more vigilant. He knows very well that an influencer works on behalf of brands. So, being able to influence them is not a child's play.

That said, everyone loves influencers! But not every influencer is going to help your brand achieve its goals. So how do you find the best one for you?

Amidst a lot of information on how to make the right choice of an influencer, which can be found all over the internet, this article will identify the most important criteria to consider in order to maximize your influencer marketing results.

But first...

What criteria should you use to select your influencers?

In order to find the right influencers for your campaign, you should already know that, in the digital age, there are several types of influencers. Their classification can be done according to many characteristics: the number of followers, the content/center of interest or the platforms where they manifest themselves.

1-The number of followers:

In this context, three categories of influencers emerge, namely: the macro-influencers who are millionaires, in number of followers. Intermediate influencers or "magic middle". They have a smaller audience than the macro-influencers (between 10k and 1M followers). Then come the micro-influencers (less than 10k followers).

2-Content/Focus:

So here we can talk about idols, experts, "beauty", "lifestyle" influencers, activists and artists. Idols are actors, athletes... They present the real icon for their audience because of their personality and success. Expert-professionals, on the other hand, are people who are recognized as having expertise in a given field because of their knowledge (e.g. doctors). Lifestyle influencers, on the other hand, are those who participate in discussions about lifestyle, hobbies, routines, ... Their content is mainly focused on fashion, beauty, nutrition, interior design, travel... The "beauty" influencers are people who, as their name indicates, focus mainly on beauty topics such as makeup. Activists, on the other hand, are influential Internet users who fight for social issues such as the fight against violence, animal protection, feminism... As for the category of artists, it includes people who create creative content (e.g. short films, pranks, etc.). And the list is much longer...

3-The media platforms they appear on:

Influencers can also be classified according to the media platform they use. In this category, we can distinguish YouTubers, Bloggers, Tweeters, Facebookers, Snapchaters, Instagramers or TickTockers. These last two influencers are related to the Instagram and TikTok application. For those of you who don't know it yet, they are now among the Top 15 social networks with the most users in the world.

Now, do you have a clear idea about the types of influencers? Let's go and find out which ones would be best for your brand. It sounds too simple. But as amazing as it may sound, this step is what will determine the success of your influencer campaign.

How do you find the best influencers for your brand?

So, a quick reminder: "It's always helpful to know yourself to know others."

Choosing influencers is an integral part of your influencer marketing strategy. In order to identify the best influencers, it is very important to define your campaign objectives beforehand: awareness? Engagement? Or rather lead generation? Identify the target you want to reach and its areas of interest. Then, list the KPIs that will be used to measure the impact on the objectives set beforehand. Your budget capacity and the type of content to launch will also help you refine your choice.