However, what is less well known is that conducting background research on these individuals is just as important – and can often have a more significant impact on the success of your campaign. In this article, we’ll explore why background research is so crucial for influencer marketing and how you can do it, and then we’ll turn everything on its head and look at how you can use an influencer’s background to your advantage.

Why is Background Research Important for Influencer Marketing?

There are a few key reasons why conducting background research on an influencer is so important:

1. It allows you to vet the person before entering into a partnership.
2. It helps you understand their audience and what type of content they are most likely to engage with.
3. It gives you insights into their values and beliefs, which can help you to align your brand with theirs.
4. It helps you avoid any potential PR disasters if you partner with someone who has a shady past.
5. It allows you to see if the person is genuinely influential or if they are just riding on the coattails of someone else.

Speaking of riding the coattails of someone else… be sure to read our recent post about a shady new tactic we’ve been seeing more and more of – hashtag hijacking.

How to Conduct Background Research on an Influencer

There are a few different ways that you can go about conducting background research on an influencer:

1. Google them – This is the most obvious way to start your research, but it’s also one of the most effective. Simply type their name into Google and see what comes up. You can also try adding other keywords, such as “scandal” or “controversy,” to see if anything negative pops up.
2. Check out their social media profiles – Take a look at the type of content they are sharing on their social media profiles. Are they sharing controversial or inflammatory content? If so, this could be a red flag.
3. Use a background check service – Several online services will allow you to conduct a background check on an individual. These services will usually give you access to public records, such as criminal records, bankruptcies, and civil judgments.
4. Talk to people who know them – If you know anyone who is acquainted with the person you’re interested in working with, see if you can get some insights. Ask them about the person’s values and what type of content they usually share.
5. Hire a private investigator – This is usually only necessary if you’re interested in working with a very high-profile individual or if you have reason to believe that there could be some skeletons in their closet.

Do your research! You’ll find that some people have been less-than-nice to people, and it could hurt your brand.

A girl that was really mean to me in high school is trying very hard to be an Instagram influencer and she really sucks at it and I know it’s petty but I do not care, it makes me really happy inside.

— Avril (@AvrilAmaka) May 23, 2022

How to Use an Influencer’s Background to Your Advantage

Once you’ve conducted your research and gathered all of the information, it’s time to start thinking about using it to your advantage. Here are a few ideas:

1. Use their values to align your brand – If you’ve done your research and know that the influencer shares your brand’s values, you can use this to your advantage in your marketing campaign. Create content in line with their values and beliefs, and make sure that your branding is consistent with what they stand for.
2. Use their audience to reach a new audience – If you know that the influencer has a large and engaged following, you can use this to reach a new audience for your brand. Create content tailored to the interests of their followers and make sure that your branding is visible.
3. Use their background to create a story – If the influencer has an exciting or unique background, you can use it to create a story around your campaign. Share their story with your audience and use it to promote your brand.
4. Use their influence to get media coverage – If you can get the influencer to mention your brand in their content, you’re likely to get some media coverage. This is a great way to raise awareness for your brand and get more people interested in what you have to offer.
5. Use their platform to launch a new product – If you’re launching a new product, you can use the influencer’s platform to generate buzz and excitement. Share previews of the product, launch a contest or give away some free samples.

Conclusion

As you can see, conducting background research on an influencer is a vital part of any successful marketing campaign. By taking the time to learn about the person you’re working with, you can use their background to your advantage and create a campaign that is more likely to succeed.

When you’re targeting someone to be an influencer for your brand, it’s important to remember that they represent your company. You need to be sure that they are someone you can trust to represent your brand and values accurately.

If you’re not sure how to find the right influencer, read our recent blog post to learn how.

Bear in mind that this isn’t a one-size-fits-all process. Consider Dior and the recent Johnny Depp/Amber Heard trial. Dior didn’t end their contract with Johnny Depp even though his wife at the time, Amber Heard, accused him of domestic violence.

So, in this instance, did Dior do their due diligence? If so, did they make the right decision?

It’s not always clear-cut, and there is no easy answer, but what is important is that you take the time to consider all of the information before making a decision. And once you find your ideal match, you need to start doing influencer outreach. We can help you with that! Visit our service page to learn more!

The power of influencers to create and control conversations around their products or services has made them a significant force for brands, who are increasingly looking for ways to use these relationships to reach customers.

Here are five creative ways that businesses can use influencer marketing to reach their target audiences:

1. Use an influencer’s network to promote your brand

One of the most obvious ways to use influencer marketing is to tap into an influencer’s pre-existing network.

This can be done by having the influencer promote your brand on their own channels or by working with the influencer to create joint content that can be promoted across both of your networks.

This type of promotion can be highly effective, as it allows you to reach an audience that may be difficult to reach through traditional marketing channels.

Influencers with a higher engagement rate can also help to amplify your message and reach a larger audience.

2. Collaborate with an influencer on a product or service

Another way to use influencer marketing is to collaborate with an influencer on a product or service.

This can be done by working with an influencer to develop a new product or service or by simply having the influencer promote your existing products or services on their channels.

This type of collaboration can be highly beneficial, as it can help add credibility and trustworthiness to your brand. Do your research before partnering with an influencer!

Types of influencers:

There are all sorts of influencers out there, from celebrities with millions of followers to everyday people with a few hundred.

The type of influencer you work with will depend on your budget, goals, and target audience.

Some businesses may opt to work with multiple influencers to reach a wider audience, while others may focus on working with just one or two key influencers.

Top social media influencers will typically charge a pretty penny for their services, but there are ways to work with influencers on a budget.

3. Use an influencer’s influence to reach a new audience

One of the most effective ways to use influencer marketing is to use an influencer’s power on their social media platforms to reach a new audience.

This can be done by working with an influencer with a large following in a demographic you are trying to reach.

Potential Influencers

There are many potential influencers in the world. Some are more well-known than others, but all can impact the thoughts and actions of those around them. Here are just a few examples:

1. Oprah Winfrey – Oprah is one of the world’s most famous and influential women. She has a massive platform that she uses to promote causes she believes in and to inspire others.

2. Barack Obama – Obama was the 44th President of the United States and is still a highly respected figure worldwide. He has used his platform to fight for social justice and equality.

3. Greta Thunberg – Greta is a teenage climate activist who has become one of the most well-known faces of the climate change movement. She is known for her powerful speeches and dedication to fighting for a better future.

4. Billy Graham – Billy Graham was a world-renowned evangelist and preacher who had a massive impact on Christianity. He was known for his passion and ability to reach people of all backgrounds.

5. Malala Yousafzai – Malala is a human rights activist who the Taliban shot for speaking out against their treatment of girls and women. She has since recovered and gone on to become a powerful voice for education and gender equality.

There are many influential people in the world. Countless others are making a difference in their own way. What makes an influencer is their ability to reach and inspire others. They have a platform to promote their beliefs and make change happen.

But you don’t have to find influencers like Obama or Oprah on your team to make it work for you. There are many everyday people out there with a large following who can help promote your brand.

It’s important to remember that not all influencers are created equal. Some will have a more extensive following than others, and others will be more influential in specific niches.

When choosing an influencer to work with, it’s essential to consider their influence, audience, and ability to reach your target market.

4. Use an influencer to create buzz around your brand

Another effective way to use influencer marketing is to use an influencer to generate buzz around your brand.

This can be done by working with an influencer to promote a contest or giveaway or simply having the influencer mention your brand on their channels. 

This type of promotion can be highly effective, as it can help to increase brand awareness and reach.

Promote your products or services

Influencer marketing can be a great way to reach a larger audience when it comes to promoting your products or services.

An influencer can help promote your products or services by sharing photos or videos of them using your product, writing a review, or giving a shout-out on their social media channels.

Just remember:

Growing your business takes time, effort, and dedication. But with the help of social media influencers, you can reach your goals faster and easier.

5. Use an influencer to drive traffic to your website

One of the most effective ways to use influencer marketing is to use an influencer to drive traffic to your website.

This can be done by working with an influencer to promote a specific offer or piece of content or by simply having the influencer mention your website on their channels.

This type of promotion can be highly effective, as it can help to increase web traffic and conversions.

Blog Posts

One often-overlooked type of content that can be very effective for influencer marketing is the blog post.

Digital marketers often focus on social media posts and videos, but influencers can also be very effective at promoting blog content.

If your company isn’t blogging regularly, you’re missing potential sales. Read our recent blog post to find out why.

This is because top influencers often have large followings of engaged fans interested in the topics they write about.

When an influencer promotes your blog post, they are essentially giving it their stamp of approval, which can help to increase traffic and conversions.

Alot of people think being an Influencer is an easy job. In reality, you have to wear many hats and do many roles, often solo. What other jobs am I missing? #InfluencerMarketing pic.twitter.com/vDEBGyk6fP

— Jess D (@itsjessdeb) April 14, 2022

Business Influencer Marketing Summary

There’s no doubt that social media influencer marketing is a powerful tool that can be used to grow your business.

But before you start working with influencers, it’s important to understand what you’re trying to achieve and to choose the right influencers for your business.

Once you’ve done that, you can use influencer marketing to create buzz around your brand, promote your products or services, and drive traffic to your website.

If you’re looking for help with your social media marketing, BlakSheep Creative is here to help. We offer various services that can help you grow your business using social media.

For more information, please visit our services page or call us at 225-505-3834.

Action Items

1. Start using influencer marketing to reach your target audiences if you’re not already doing so.
2. Experiment with different ways of using influencer marketing and see what works best for your business.
3. Keep an eye on the latest trends in influencer marketing, and adapt your strategies accordingly.
4. Research influencer marketing campaigns to find out what’s working for other small businesses.
5. If you need help getting started, consider working with an influencer marketing agency.

By following these tips, you can use influencer marketing to reach your target audiences in new and creative ways.

Do you have any other tips for using influencer marketing? Share them with us in the comments below!

Marketing is all about getting your message out there and getting people to notice. While there are many different ways to do that, sometimes the most straightforward methods can be the most effective.

That’s certainly been the case with a new video making the rounds on social media lately. It features a guy rapping along to a song called “Thinking With My Dick”, and it’s gone viral thanks to TikTok. To date, it has 35 million views!

Now, there’s no real secret to making something go viral. However, marketers can learn a few things from this video to help them create content that is more likely to be noticed and shared.

Are you ready? Let’s take a look.

About the Video

The video was shot by John E. Weatherall III, who also directed it and produced it, and Steven Barbosa is the rapper in it. On March 1 in Lafayette, Louisiana, during a Mardi Gras parade, Weatherall was riding on a Krewe De Krunk float when he spotted Barbosa and just started filming him.

John has had other viral TikToks from Mardi Gras and community events in Lafayette, but this one truly blew up.

“Overall, I’m just overwhelmed because I’ve always wanted my hometown to be recognized,” Weatherall says. “My goal has always been to document the area I grew up in and capture moments, like Steven’s rapping, so that people can look back on them years from now.” 

Now that you know about the video, let’s look at what digital marketers can learn from it.

Short and To the Point

The first thing to note is that the video is short and to the point. It’s just over a minute long, and in that time, the man in the video does nothing more than rap along to the song. There are no fancy production values or anything else that would distract from the core message.

This is something that is often lost in the world of marketing. Marketers often feel they need to pack as much information into their content as possible, but that’s not always the best approach. Sometimes, less is more.

If you can make your point concisely, you’re more likely to capture people’s attention. And that’s what you want, especially when trying to go viral.

Be Authentic

Another thing to note is that the video is authentic. It does not attempt to be something that it is not. The guy in the video is just himself, and that’s what people are responding to.

In the marketing world, trying to be something you’re not can be tempting. But people can see through that, and they’ll likely be turned off by it.

It’s essential to be authentic in your marketing. Be true to yourself, and don’t try to be something you’re not. It will pay off in the long run.

Have Fun With It

Finally, it’s essential to have fun with your content. The man in the video is having a good time, and that’s part of what makes it so appealing.

It will show in your content if you’re not enjoying the process. But if you are, that will come through as well. So don’t be afraid to have a little fun with your marketing. It will make a world of difference.

Keep Your Audience in Mind

For one thing, it’s essential to keep your audience in mind. The “Thinking With My Dick” guy appeals to a specific demographic with his song choice. And while not every piece of content you create will be quite edgy, it’s important to remember that you must create something that will appeal to your target audience.

Consider Your Timing

Another essential thing to keep in mind is that timing is everything. The “Thinking With My Dick” guy happened to release his video at just the right time – during Mardi Gras when people are already in a festive mood and looking for fun content to watch.

So, if you want your content to have a chance of going viral, you need to make sure it’s released at a time when people are likely to be in the mood for it.

Just like the ‘Thinking With My Dick’ guy, Taylor Swift knows the power of timing when it comes to digital marketing. From album releases to SEO, she nails the perfect moment to capture attention. Learn more about her strategy in our article, ‘SEO According to Taylor Swift’.

You Can’t Force It

Finally, it’s important to remember that you can’t force something to go viral. The “Thinking With My Dick” guy didn’t set out to make a viral video – he was just having fun and sharing his passion for music.

All marketers should keep this in mind. You can’t force people to share your content; you have to create something that they will want to share on their own.

So if you want your content to go viral, remember these three things: make it appealing to your target audience, release it at the right time, and let people share it on their own. And who knows – maybe your content will be the next one to go viral.

Background on the Video

The video was shot by John E. Weatherall III, who also directed and produced it. Steven Barbosa is the rapper in it. On March 1 in Lafayette, Louisiana, during a Mardi Gras parade, Weatherall was riding on a Krewe De Krunk float when he spotted Barbosa and just started filming him.

John has had other viral TikToks from Mardi Gras and community events in Lafayette, but this one blew up.

“Overall, I’m just overwhelmed because I’ve always wanted my hometown to be recognized,” Weatherall says. “My goal has always been to document the area I grew up in and capture moments, like Steven’s rapping, so that people can look back on them years from now.” 

Key Takeaways for Marketers

There are a few key takeaways for marketers from this video:

1. Keep it short and sweet.
2. Be authentic.
3. Have fun with your content.
4. Keep your audience in mind.
5. Consider your timing.
6. You can’t force it.

If you need help with content creation, contact us today. We can help you create content that will appeal to your target audience and help you achieve your marketing goals.

The shortest explanation of brand awareness is knowing who your target audience is. If you’re not sure, you can’t market effectively to them. You’ll also come off as disingenuous, and the people who will buy from you won’t feel good about it.

Joe Burrow is a great example of brand awareness. The former Ohio State quarterback redshirted his first year on the team in 2015, which means he wasn’t the starter. Fast forward to 2022, where he’s starting for the Cincinnati Bengals in his first Superbowl!

Everywhere you turn, it’s Joe Burrow, Joe Bureaux, or any other variation of his name. He’s everywhere and embodies the concept of brand awareness – as a relatively unknown player going into the first season, everyone is talking about him now.

Joe’s Cigar Celebrations

Joe Burrow has been photographed with cigars many times, and only recently has the nation noticed.

One of the most famous instances is the iconic photo taken by Baton Rouge native Jeffrey Marx. We’ve all seen it, and it’s become synonymous with the Burrow brand.

Victory cigar. #LSU #Burreaux pic.twitter.com/ssYZSJyWET

— Walking With Tigers (@LSUTigersBook) January 14, 2020

There’s even a photo circulating around the internet of him as a child holding a cigar, for some reason.

Although he didn’t realize it at the time, Joe Burrow’s love for cigars is now part of his brand.

Get the Gat

Every champion needs a song.

Joe Burrow has had one for a while now, “Get the Gat.”

The lyrics are not very good. But you can hear it in the video–driving, insistent, pounding–a perfect song for the testosterone-driven chaos of a post-victory locker room.

Even though Joe Burrow wasn’t even born in 1992 when Lil Elt, a New Orleans rapper, put out the song, he and his teammates were introduced to the song in 2019 by a Baton Rouge DJ named Subtweet Shawn.

The song has gone viral on social media, thanks partly to a video clip that emerged from the LSU team locker room after putting up a 63-28 beatdown on Oklahoma in the College Football Playoff semifinal game in December 2019. Burrow, who completed 493 yards and seven touchdowns, is featured at the start of the video.

The social media world blew up, and Burrow and his team even recorded another version during their post-championship visit to the White House.

And the rest is history! The song is forever associated with the LSU Tigers and their quarterback Joe Burrow.

But it’s not just about Joe Burrow,

it’s about how brands work. He became associated with cigars, the song “Get The Gat,” and even the Tigers’ locker room antics due to his massive success. All of these things are part of Joe Burrow’s brand awareness.

But his celebrity has also helped other brands.

Savage Ruthless Sunglasses

Malik Dupri Morris’ sunglasses brand has had some significant traction.

During his graduate physical therapy program at Ithaca College in 2017, where he also played on the football team, Morris co-founded Savage Ruthless, a fitness clothing brand, alongside University of Nebraska-Kearney student Corey Van Dorn.

Van Dorn had begun printing “Savage Ruthless” shirts as part of a marketing class assignment, and demand had only increased after the initial batch. Morris brought the company to both Ithaca’s local and college communities. The company continued to grow as Morris and Van Dorn marketed it by word-of-mouth and social media.

The company was founded by Malik Dupri Morris and Corey Van Dorn while in graduate school. They started printing shirts with the “Savage Ruthless” logo as a class project.

Their sunglasses have such a wide appeal that Joe Burrow, the Cincinnati Bengals’ quarterback, began wearing them on Instagram and during press conferences. The sunglasses, developed by Dupri, have played an important role in Burrow’s rise to stardom.

Interestingly, the importance of personal branding, especially for artists and athletes, cannot be overstated. The way Joe Burrow leveraged Savage Ruthless Sunglasses mirrors how Lil’ Wayne has effectively branded himself over the years. To delve deeper into the art of personal branding, check out our detailed guide on Branding, Weezy Style: How Lil’ Wayne Became a Master of the Game.

Because of the Joe Burrow brand, Savage Ruthless Sunglasses is receiving lots of media attention.

How Business Owners Can Take Note

Joe Burrows’ story demonstrates how a small business or brand can create a lot of noise and start trending on social media. His story is an excellent lesson for those willing to learn from it.

Many benefits come with being associated with success, as proven by the Savage Ruthless Sunglasses.

Take Advantage of Social Media

Burrow’s story is the perfect example of how small businesses can take advantage of social media.

Using hashtags can be an excellent way for brands to make their voice heard and get more exposure. Using popular hashtags will help spread an audience and hopefully garner interest.

Small businesses may even want to consider paying for advertisements on platforms like Instagram to attract more customers.

Brands can also do social media contests to attract customers and keep them engaged. Joe Burrow has done this by giving away Savage Ruthless Sunglasses on his Instagram page, which increased their exposure through his followers and brought in fans of the sunglasses.

Partner with Other Brands

Businesses can also take advantage of partnerships with other brands, as Savage Ruthless Sunglasses has done by partnering with Joe Burrow.

Fans are drawn to the sunglasses because a celebrity wears them. Partnerships between brands can help expand both audiences and increase brand awareness.

Joe Burrow’s story demonstrates how small businesses can take advantage of social media to increase brand awareness. Through his success, Joe Burrow helped Savage Ruthless Sunglasses gain more attention and brought the sunglasses company into the limelight.

Be Like Joe!

There are many ways to make your business or brand known, but it requires a lot of research and hustle… Just like Joe!

Joe Burrow’s story is a lesson for business owners and entrepreneurs who want to create a brand with massive amounts of noise that will drive their company forward.

And it’s not just Joe who has created an unforgettable brand. Learn why Johnny Depp has created a brand that will last way beyond his spat with Amber Heard.

We Can Help!

Are you looking to take your business to the next level with digital marketing, SEO, and social media management? Look no further than BlakSheep Creative! We’re a team of experts who can help you grow your business and reach new heights.

With our years of experience, we know what it takes to succeed in the digital world. We’ll help you build a website that’s both effective and appealing, and we’ll create engaging content that will draw in new customers. Plus, we’ll manage your social media accounts so that you can focus on what you do best.

If you’re ready to take your business to the next level, contact us today for a free consultation. We can’t wait to help you achieve success!

Until then, go Bengals!

A Brief Introduction To Influencer Marketing

To start, let’s take a look at what influencer marketing is. Influencer marketing is when a business contracts an online content creator to create content that leads its audience towards its product or service.

Basically, influencer marketing is a celebrity endorsement.

Kind of.

For example, let’s say you’re a business owner that sells hair care products. Instead of just saying to your audience, “Hey, buy our shampoo!” you would hire an influencer to create content surrounding your brand AND mention your product within their message. This content would be seen as more “organic” and more authentic.

Why Should Business Owners Get In On Influencer Marketing?

Not only is influencer marketing a powerful way to create brand awareness, but it’s also a great way to increase profits. It allows you to expand your audience by encouraging tapping into a whole new group of people (the influencer’s audience) that you might not have reached before.

What Influencer Marketing Is Not

While influencer marketing is a great way to get your products in front of others, it’s not the only way to do so. Influencer marketing shouldn’t replace all the other forms of advertising that you’re already performing.

One of the most important things for business owners to keep in mind when considering starting with influencer marketing is that it’s not the same as social media marketing (SMM). While influencer marketing is still a form of social media engagement, it’s not limited to social media platforms like Facebook, Twitter, etc.

Influencer Marketing And Its Benefits

Here are four reasons why influencer marketing is an excellent choice for businesses:

• It’s usually much cheaper than paid advertising.
• Influencers have invested time and effort in building their following – they’ve nurtured and gotten to know their community on a deeper level, making it far more powerful than being blasted with a cold ad.
• It’s an excellent way to build your brand.
• It’s a great way to improve SEO.

Now, let’s take a deeper dive.

First, influencer marketing is cheaper than paid advertising. For example, let’s say you were starting out and wanted to purchase an ad on Facebook that cost $5 per click.  

Theoretically, you could take that $5 and work with five different influencers who spammed your product across their profiles without telling people they’re being paid to do so. That would be a much more effective use of your dollar than Facebook ads.

Second, influencers have spent time and resources building their communities – they’ve nurtured and gotten to know their community on a deeper level, meaning it’s much more effective than getting hit in the face with a cold ad. 

 The best way to think about influencer marketing is that you’re scaling a peer-to-peer network. Instead of spending hours upon hours trying to convince someone that your product is the best, influencers have done this for you!

In fact, 71% of marketers report influencer marketing as more effective than any other method. (Source: Mediakix)

Third, it’s an excellent way to build your brand. In other words, it’s that much more likely that you’ll be able to get your product in front of that influencer’s audience.

Finally, it’s a great way to increase SEO! If someone does a Google search for an influencer’s name and finds their content surrounding your brand, they’re going to click on your link because it’s much more relevant than it would be if you were just another link within their search.

This is because influencer marketing creates a shift in the traditional advertising model that has been around since the dawn of time – business owners are not at the top of the “pyramid” anymore!  

Influencers put themselves on an equal level with business owners, which lets consumers know that this is a person they can connect with, not just some guy who works at a company.

Understanding The Different Types Of Influencers

On the internet, there are generally a few dominant types of influencers. The four most frequent groups of influencers and the number of followers they have are listed below.

Nano Influencers: <1K to 10K

Nano influencers have modest yet incredibly loyal audiences: up to 7x the Instagram interaction of major influencers. It’s also simpler to spot false engagement when there are fewer followers involved.

Reach super-niche audiences, humanize your brand, or operate within a restricted budget by employing micro-influencers. Be patient with them as they may be inexperienced working with firms and brands.

Micro-Influencers: 10K to 100K

Micro-influencers have a decent amount of followers but still put in a lot of time engaging their audience. These sorts of social media influencers frequently have a specific area or topic in which they specialize.

When you want to target a reasonably large yet targeted audience, look for micro-influencers. They haven’t attracted a broad audience yet, so there’s lots of human connection. Plus, they usually have some experience working with brands like yours.

Macro Influencers: 100K to 1M

Macro influencers are frequently content producers in some manner. Podcasts, YouTube, food blogs, and minor celebrities all have their reasons for having a large following. (Which may also be boosted by phony accounts or bots.)

When you have a significant budget, these influencers perform best. Choose carefully based on who is the most representative of your brand.

Mega Influencers: >1M

Mega influencers own the internet. Traditional celebrities or public figures can be included in this category. Mega influencers have a lot of fake followers (to make the accounts seem genuine, of course). Their fans span all types of people.

Only utilize mega influencers if you have a lot of money and need a high-visibility campaign.

How to find the right influencer for you

So, you’re curious about influencer marketing. And you think that you might need the help of an influencer. But how do you find the right person to work with?

Find your Target Audience

First things first – Who is your target market?   

Who are your potential customers?

Influencers can range significantly in demographics, so it’s essential to understand who you are trying to reach out to before looking for influencers.  

You want to make sure that your target audience aligns with the influencer’s target audience or won’t be as effective.

The niche

When recruiting influencers for your marketing campaign, it’s essential to consider their niche. A mistake many marketers make is choosing an influencer with a big following without paying attention to their niche and the industry they specialize in.

“A big audience is a big audience, what’s the problem?”

The problem is that you can’t sell kitchen equipment to a gen-Z audience. In the same way, you can’t sell Batman toys to a group of 60-year-olds (unless they love Batman).  

Whenever you choose an influencer, the first thing you want to ensure is that their audience/niche is parallel to your business’ niche.

If you’re selling email marketing solutions, you’ll want to find an influencer who’s mostly known for their email marketing campaigns.  

Please don’t get involved with clickbait and let your influencer go out and promote anything they want (unless it’s relevant to your business).

The size of their following

When choosing social media influencers, the next important thing is to consider their followers’ numbers. The last thing you’ll want to do is work with an influencer who has a small following.  

That’s pretty clear when it comes down to it, right? Then again, when you’re in marketing or PR, you don’t just want to promote your business with someone who has a considerable following. In fact, that might actually do more damage than good.

If you choose an influencer with a big following, you might be tempted to think that things will go pretty smoothly. They have the numbers, after all, so they’re bound to help your business grow. The problem is that these influencers are bombarded every day with requests from marketers and brands who want them to promote their products or services.

Since they usually like to cover topics that they’re interested in, it might happen that they simply ignore your request. This is where choosing the right niche and influencer’s size really matters.

Influencers with smaller followings can be as effective as those who have a huge following, but you’ll need to do some research first before committing to working with them.

Their reach & engagement rates

When choosing the right influencer for your business, it’s essential to look at more than just their follower count. You also need to consider their engagement levels.

An influencer with a high number of followers might not be as effective as one with a lower follower count but a higher engagement rate.

Tools like phlanx.com can help you determine an influencer’s engagement rate.

So, before you choose an influencer for your next campaign, make sure to consider their reach and engagement rates.

Don’t get wrapped up in vanity metrics.

When choosing influencers for your campaign, don’t get wrapped up in vanity metrics like follower count and think bigger is always better.

Don’t believe us, read why vanity metrics are a horrible thing to base your campaigns on!

Say you wanted to put together a campaign with an influencer with over 100k followers and was hoping to drive the same amount of traffic as another influencer with only 5k followers but a much higher engagement rate (for example, 0.5%).

When looking at the total number of followers an influencer has, we tend to think that the person with 100k followers is more valuable than someone with 5k just because they have a more significant reach.

However, when you look at it from a different angle and consider engagement rates, you can see that the influencer with 5k followers has an engagement rate of around 6%. In comparison, the influencer with 100k followers has an engagement rate of only 0.3%.

This means that for every follower they have, the 5k influencer gets six likes or comments or whatever your chosen metric may be – whereas for every follower the 100k influencer has, they only get 0.3 likes or comments or whatever your chosen metric may be.

So when you look at it in this way, suddenly, the person with 5k followers might be more valuable than the person with 100k followers even though their total number of followers doesn’t seem to support that claim.

When you’re choosing an influencer for your campaign, don’t limit yourself to looking at simply their follower count – make sure to look at engagement rates as well.

Here’s an infographic that helps put it all into perspective.

As you can see, more followers don’t equal more engagement.

Quantity versus quality

So now that we’ve determined how to determine whether or not a specific influencer has enough reach and engagement rates for our business’s needs, the next question is how do you decide which influencers might be the best to work with.

One thing that is important here is that it’s not always about finding the biggest influencer or most popular influencer.  

You also need to look at things like whether their follower count is made up primarily of low-quality accounts and whether they’re willing and able to promote you (and market your brand in a way that reflects well on your company).

Not all followers are created equal.

Just because someone has a lot of followers doesn’t mean those people are quality followers.

Sure, some influencers may have larger following counts because they’ve been doing it for longer, have a better understanding of what their audience wants and how to use hashtags, and so on – but not everyone is going to be as experienced as this.

The majority of influencers’ follower counts may be made up mainly of real people interested in them for the right reasons. Still, some may have followers who aren’t considered quality.

For example, low-quality accounts may be people who don’t care about the individual’s content or novelty accounts meant to look like real people but aren’t.

If an influencer has a lot of novelty accounts following them, then you can bet that when they promote your business, they’ll end up driving traffic away to other sites instead of to your company.

This is an important thing to consider when working with influencers – because if the influencer you’re choosing to work with has a lot of low-quality followers, then they may not be as effective as you want them to be for promoting your business.

Their type of content

Before choosing an influencer for your next campaign, consider the type of content they create.

This is important because different types of influencers can produce very different results.

An aesthetically focused Instagram fashion blogger might not be the right choice to promote a low-cost product or service. On the other hand, a lifestyle or travel blogger may not be the right choice to promote an expensive product.

The influencer you choose needs to match your business for their content to promote your brand and draw in new leads effectively.

You should also consider what social networks they use most often when you’re researching them — because if they’re on Instagram the most, then they’ll be able to more efficiently market you over there than if their focus is primarily Facebook or Twitter.

Their Reputation

An influencer’s reputation is important when choosing who to work with. If their reputation is good, it will be good for your business. But if their reputation is terrible, it will not be good for your business.

Reputation may not be as crucial as the niche or interaction rate, but a negative reputation is the last thing you want to have to deal with.

Think about all of the allegations against Bill Cosby recently. Although he was ultimately proven innocent,  it ended his career and tarnished his reputation. This is the last thing you want your business to deal with.

The thing that is frustrating about The Cosby Show is that it really is a quality show that had a lot of influence and was a great influencer…which Cosby frittered away due to his behavior. I hope people can isolate “Bill Cosby” from The Cosby Show to see how influential it was

— JPRoscoe (@JPRoscoe76) October 24, 2021

See what we mean. The Cosby Show is taking a hit from the allegations.

When choosing an influencer, it’s essential to know their current reputation and if they have a history of having criminal allegations or publicity issues.

Failing to do so can be costly. It’s always better to choose an influencer that doesn’t have a history of problems than to choose one that does.

Although you can’t predict the future, you can take the time to search and find out if an influencer has a history of legal troubles.

Trust BlakSheep Creative as your trusted resource to help you find the perfect influencer for your next campaign.

BlakSheep Creative is an agency that specializes in finding the perfect influencer for your business.

Contact us today at 225.505.3834 to get started with free help on marketing your small business through an influencer marketing campaign! ‍ ‍

This includes identifying the best type of influencers and who would be most beneficial for you, as well as what makes them unique from other similar companies out there, all without any upfront costs or obligation.

We will work closely with you until we find the right fit so that you can stop worrying about how to use this new-fangled idea of “influencer marketing” and start seeing results instead!

We don’t just help you find suitable influencers. We create influencer marketing strategies that create long-term benefits!

We also show you how to apply it properly, from finding your niche market to comprehensive measurement and analysis.

We ensure everything is done correctly so your campaign does not fail.

Our services include:

• Weekly reports on our progress to keep you in the loop at all times
• Continuous support before, during, and after the influencer marketing campaign
• Identifying the correct type of influencers for your business
• Researching the right influencers for your campaign
• Influencer relationship management (finding, negotiating, etc.)
• Tracking of campaign results/metrics (impressions, engagements, conversions)
• Customizable marketing plans for each influencer

These are all things we do on our end so you can focus on what matters to you: running and growing your business.

If you want to try your hand at influencer marketing, don’t hesitate to get in touch with us today by calling 225.505.3834 or emailing us at info@blaksheepcreative.com!

If you’re looking for a digital marketing partner to help grow your business, contact us today! We would be happy to discuss your needs and see how we can help.

We can help you with:

• Website Design
• Logo Design
• Graphic Design
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• Social Media Marketing
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• So much more!

Request a free consultation today by calling 225.505.3834 or emailing us at info@blaksheepcreative.com.