The Influencers A Brand Uses Needs To Match Their Company Values Ethos
Influencer marketing has become a staple for many businesses in the past few years. Influencers are now an integral part of any marketing campaign, often causing many difficulties due to the way they transcend most traditional marketing disciplines and must be approached on a case-by-case basis. Every influencer is different, some are even more unpredictable than others and it takes a steady growing relationship in order to make the most of influencer marketing.
In fact, it can be said that the way an influencer acts can have a direct impact on the company itself. This is one of the main reasons why large companies will often separate themselves from an influencer if they have done something questionable or developed a reputation that goes against the core values of the company they are representing. This was seen when YouTube distanced themselves from Logan Paul after he uploaded a video that displayed the corpse of a deceased suicide victim, and also when Disney-owned Maker Studios cut ties with Felix Kjellberg (PewDiePie) after controversy regarding videos that contained allegedly anti-Semitic jokes.
Filtering Out Potential Candidates
In order to find influencers that match your company brand values and culture, it’s important to filter out influencers that do not meet your requirements based on criteria that you personally set. For instance, some business owners may require that the influencer be above at a certain age as a general rule, or some may require that the influencer be involved in certain communities and industries before being considered.
Even though some influencers have huge audiences that could potentially become your own audience, matching the influencer to your business is an incredibly important part of effective influencer marketing and also reducing potential risks in the future. A couple of important factors to consider is the personality of the influencer, the genre or niche that they are involved in and also the interests and culture that their audience follows. If there’s even a single misaligned interest during an influencer marketing campaign, then it could cause long-lasting relationship issues between you and not just influencers, but potentially entire audiences.
Creating Your Influencer Candidate Criteria
Due to the importance of influencers in your marketing strategy, it’s vital that you set your own criteria when starting your influencer marketing campaign. Here are a couple of considerations to keep in mind when looking for the right influencer that can represent your company ethos:
- Their audience must be similar to your own or there must be the possibility of extending your products and services to that audience
- Their attitude must be compatible with your company ethos
- They must be active on social media platforms that you wish to grow on
- Their audience must have access to your products and services
- They must have a consistent track record
- They should ideally talk about topics related to your products and services on a regular basis
This is just an example of the sort of criteria that you should be setting when looking for an influencer to work together with your brand. As long as the candidate can represent your brand in a meaningful way, it’s worth exploring the possibility of an influencer marketing relationship with them.