Consider Genuine Engagement
Different factors that come into play when you talk about success in
influencer marketing. Demographics, follower size, and timing -- all these
things play a role in determining why a campaign fails or succeeds. There is
one metric, however, that is just as critical as these, but is often neglected. It’s
engagement. And not just any form of engagement, but authentic
engagement.
It may seem obvious that an influencer with millions of followers has a far
better reach than one with several thousands in his or her fanbase. However,
you have to understand that popularity is not always equal to success when it
comes to influencer marketing. This is where quality becomes more
important than quantity. When looking for the right influencer to collaborate
with, don’t just go for the number of followers a person has, but the level of
authentic engagement that individual has with his or her following. This is
the metric that will give you results and one that you should never ignore.
A good way to know whether an influencer is good with authentic
engagement is by studying the influencer’s posts, particularly the comments
section. A good influencer knows not only how to spark a conversation with
followers but to keep that conversation going. As you go through the
comments section, you can check at the same time whether the people
engaging with the posts are ones you would consider potential followers or
customers.
