I was recently asked about the process of selecting influencers for brand collaborations and the factors we consider when recommending influencer profiles to specific brands.
When I started as an intern, the process was simple:
- Understand the campaign brief.
- Gather relevant profiles.
- Shortlist those with significant engagement.
- Negotiate.
Undoubtedly, influencer marketing has evolved significantly over the years. Emerging creators continually introduce fresh perspectives, reshaping the industry’s dynamics. This evolution has made the job of an influencer relationship manager more complex. Scouting the right talent is now more intricate, with numerous factors to consider when shortlisting profiles and pitching to brands.
So, how do we choose the right influencers for brand collaborations? And what factors do we consider when pitching influencers to brands? Initially, we prioritize the following factors: engagement metrics, content quality, including its value and production effort, and the relevance of the creator’s page and content style to the brand.
Parameters to consider while scouting talent include:
- Following and engagement.
- Content value and production quality.
- Relevance.
- Relationship with the brand.
- Content consistency and style.
Additionally, other factors can influence shortlisting, such as:
- Availability of the creator.
- Willingness to collaborate with the brand.
- Budget considerations.
As influencer marketing evolves, influencer relationship managers must remain agile and adaptable. Understanding audience preferences and incorporating innovative ideas are essential for creating impactful collaborations.
Let’s explore, experiment, and enhance the influencer marketing experience together.
