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Influencer marketing isn’t yet a perfect science, but already the industry is becoming more and more developed. The speed with which influencer marketing has ascended to become a staple of the digital marketing industry is nearly unprecedented. As a marketing form develops, so does the analysis of that form as research goes into better understanding it. Already, classes about the influencer industry have reached higher education, and a lot of research has been conducted on the best ways to market through influencers.

There have been one widely circulated criteria submitted by marketers and researchers for what makes the ideal influencer. This set of different aspects is known as the 3 Rs of influencer marketing. Each one is a different aspect of an influencer that, when combined, makes for the ideal partner for a brand.

When trying to find an influencer, there are a lot of different considerations you should factor into the equation. Picking the right influencers is what makes a campaign work. Having the right influencer promoting the right product to the right audience can lead to a massive impact. Let’s look at the 3 Rs of influencer marketing and learn how each can positively impact your campaigns.

Relevance:

While each of the three Rs is important, it can be argued that relevance is the most important. Relevance is how well the influencer aligns with the brand, product, or topic. Relevance is important because it dictates who the influencer’s audience is and what the influencer’s reputation may be. An example of the importance of relevance is if your product is specialized to a niche. If it is a vegan, environmentally friendly product, you may want to pick influencers in this sphere rather than, say, a hunting influencer.

Relevance determines whether the person promoting the brand is a good fit and their audience is a good fit. Influencers tend to attract a following of like-minded people who share an interest in what they post about. This makes it easier for brands to target their influencer marketing based on the influencers they work with.

Understanding and connecting with your target audience is integral to your business’ growth. According to HubSpot, 99% of marketers say that personalization helps advance customer relationships. If you want to have a personal outreach, relevance is a major factor. By working with more relevant influencers, your brand will have a more personal outreach to the people they’re targeting.

Reach:

Reach is a part of the 3 R’s that many brands base their strategy around. Essentially, reach is the size of the influencer’s audience. How many people follow them, how many typically view their stories? Reach is the most basic metric of an engagers popularity, and our advice with reach is to tread carefully.

Reach is incredibly important. Getting an influencer post from a celebrity influencer with millions of followers provides a major initial boost to a brand. The more people that see your message, the better, particularly if it is a relevant influencer with the right audience that has a wide reach. However, reach alone isn’t enough, just as relevance and resonance alone aren’t enough.

Many influencers fool brands with high follower counts and low impact. There are fake followers, which is a serious problem on many different social media sites. Just because someone has many followers doesn’t necessarily make them right for your brands. There are many kinds of influencers, such as micro-influencers and nano-influencers, with a smaller reach that are still valuable partners for businesses. However, when combined with the other two R’s, reach can have a massive impact.

Resonance:

If an influencer has a following of 250,000 people, and they have a relevant audience, but their typical post only gets 100 likes and ten comments, what is the value of that to a brand? Exposure is good but has to be impactful exposure. That is what the final R, resonance, means. Resonance is defined in this context as the influencer’s ability to drive measurable engagement. Does the influencer get a large number of likes and comments on every post? How has their branded content performed in the past? These are all necessary considerations.

One of the best ways to track resonance is by calculating the engagement rate of your targeted influencer. Engagement rate shows the real impact of an influencer’s typical post by showing the interactions the influencer gets based on the number of followers they have. Another way to track resonance is through affiliate codes, where you can see how many people utilized the influencer’s discount and decide whether you want to continue working with them going forward.

An influencer that combines a large and relevant following with consistent resonance is the gold standard of influencer marketing. Relevance, reach, and resonance combined lead to an influencer that will produce content that reaches the right audience, a large audience, and make a significant impact within that audience. This is a recipe for success and should be what all brands are searching for.

Finding the right influencers can be hard, and that’s where Influence Hunter comes in. We help brands create customized, scalable campaigns that utilize a wide variety of different kinds of influencers based on their targeted niche and budgets. Influence Hunter has a database of millions of influencers and strong industry ties and leverages those connections into successful campaigns for brands. Contact us today to find out more about what we can do for your business.

Influencer marketing isn’t yet a perfect science, but already the industry is becoming more and more developed. The speed with which influencer marketing has ascended to become a staple of the digital marketing industry is nearly unprecedented. As a marketing form develops, so does the analysis of that form as research goes into better understanding it. Already, classes about the influencer industry have reached higher education, and a lot of research has been conducted on the best ways to market through influencers.

There have been one widely circulated criteria submitted by marketers and researchers for what makes the ideal influencer. This set of different aspects is known as the 3 Rs of influencer marketing. Each one is a different aspect of an influencer that, when combined, makes for the ideal partner for a brand.

When trying to find an influencer, there are a lot of different considerations you should factor into the equation. Picking the right influencers is what makes a campaign work. Having the right influencer promoting the right product to the right audience can lead to a massive impact. Let’s look at the 3 Rs of influencer marketing and learn how each can positively impact your campaigns.

Relevance:

While each of the three Rs is important, it can be argued that relevance is the most important. Relevance is how well the influencer aligns with the brand, product, or topic. Relevance is important because it dictates who the influencer’s audience is and what the influencer’s reputation may be. An example of the importance of relevance is if your product is specialized to a niche. If it is a vegan, environmentally friendly product, you may want to pick influencers in this sphere rather than, say, a hunting influencer.

Relevance determines whether the person promoting the brand is a good fit and their audience is a good fit. Influencers tend to attract a following of like-minded people who share an interest in what they post about. This makes it easier for brands to target their influencer marketing based on the influencers they work with.

Understanding and connecting with your target audience is integral to your business’ growth. According to HubSpot, 99% of marketers say that personalization helps advance customer relationships. If you want to have a personal outreach, relevance is a major factor. By working with more relevant influencers, your brand will have a more personal outreach to the people they’re targeting.

Reach:

Reach is a part of the 3 R’s that many brands base their strategy around. Essentially, reach is the size of the influencer’s audience. How many people follow them, how many typically view their stories? Reach is the most basic metric of an engagers popularity, and our advice with reach is to tread carefully.

Reach is incredibly important. Getting an influencer post from a celebrity influencer with millions of followers provides a major initial boost to a brand. The more people that see your message, the better, particularly if it is a relevant influencer with the right audience that has a wide reach. However, reach alone isn’t enough, just as relevance and resonance alone aren’t enough.

Many influencers fool brands with high follower counts and low impact. There are fake followers, which is a serious problem on many different social media sites. Just because someone has many followers doesn’t necessarily make them right for your brands. There are many kinds of influencers, such as micro-influencers and nano-influencers, with a smaller reach that are still valuable partners for businesses. However, when combined with the other two R’s, reach can have a massive impact.

Resonance:

If an influencer has a following of 250,000 people, and they have a relevant audience, but their typical post only gets 100 likes and ten comments, what is the value of that to a brand? Exposure is good but has to be impactful exposure. That is what the final R, resonance, means. Resonance is defined in this context as the influencer’s ability to drive measurable engagement. Does the influencer get a large number of likes and comments on every post? How has their branded content performed in the past? These are all necessary considerations.

One of the best ways to track resonance is by calculating the engagement rate of your targeted influencer. Engagement rate shows the real impact of an influencer’s typical post by showing the interactions the influencer gets based on the number of followers they have. Another way to track resonance is through affiliate codes, where you can see how many people utilized the influencer’s discount and decide whether you want to continue working with them going forward.

An influencer that combines a large and relevant following with consistent resonance is the gold standard of influencer marketing. Relevance, reach, and resonance combined lead to an influencer that will produce content that reaches the right audience, a large audience, and make a significant impact within that audience. This is a recipe for success and should be what all brands are searching for.

Finding the right influencers can be hard, and that’s where Influence Hunter comes in. We help brands create customized, scalable campaigns that utilize a wide variety of different kinds of influencers based on their targeted niche and budgets. Influence Hunter has a database of millions of influencers and strong industry ties and leverages those connections into successful campaigns for brands. Contact us today to find out more about what we can do for your business.

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