Brands mess this up and falsely conclude influencer marketing doesn't work (don't let this be you)
The foundation of your influencer program - an ICP
When you started your brand, I'm sure you created some persona documents for who your customer was going to be. An "Ideal Customer Profile".
Before you start influencer marketing, create another ICP, except this time it's an Ideal Creator Profile.
List down the right attributes for the creators you want to work with (and please go beyond quantitative metrics):
• 3-5 core Keywords and Hashtags
• Audience size and Engagement Rate
• Charisma and connect
• Content quality (hooks, engages, and sells?)
Too many brands resort to working with anyone that fits a certain follower range and hashtag criteria. But remember, you should be in the business of building long-term relationships with creators (and not doing one-time paid deals).
Excited to hear if anyone has thoughts, I can share an ICP (creator) template if you need more help 🙂