How to Measure Success When Working With Influencers

Social media influencer marketing is one of the fastest-growing online customer acquisition channels. And while influencers have gotten their fair share of bad press, there’s no denying the reach they have on the ever-important young demographic.

Social media influencers can be found on common social platforms such as Instagram, Twitter, YouTube and TikTok. They span industries like fashion, beauty, home products and more. Influencers’ popularity is largely a result of both the trend toward engagement-based marketing and the credibility these individuals hold among consumers. In fact, 49 percent of consumers reported they relied on influencer recommendations, according to a report from Linqia.

Choosing the right influencers

When choosing an influencer to work with, have a firm grasp of your objectives. There are thousands of influencers to choose from in every space, so you want to partner with the right one for your business.

Geoff Crain, senior director of sales and marketing at Kingstar Media, recommends checking for fake followers and low engagement first, then seeing who has an authoritative voice in the space you’re looking to advertise in.

“For example,” he said, “if you are interested in increasing business in the fitness world, find influencers who are personal trainers or own their own gyms. Their followers engage with their content because they trust their voice to be legitimate when discussing the category in which they are experts.”

Flaherty added that asking for referrals is a great way to ensure you’re working with an effective influencer. “Not every influencer is the right influencer,” he said. “It depends greatly on your specific budget, your target market. Ask for referrals from other relevant businesses you know who use influencers.”