The ONE mindset shift used by companies successful at influencer marketing - and how you can tactically implement it today for your brand

Successful influencer programs look for one thing that unsuccessful programs miss.

What's that? Influence, not influencers.

When most brands think of Influencer Marketing, they think too much about the influencer and stop caring about influence. The root cause?

They mistake popularity for influence.

They key to cracking influencer marketing is figuring out who's the most influential creator, not the most popular one.

A huge following guarantees popularity, not influence.

Popularity is cool, but it doesn't get you sales. Influence drives sales.

So in your creator scouting and vetting, ask yourself this question:
Is this creator influential or are they simply popular?

How do you tactically answer this? Keep reading...

If there's one metric you want to look at to check influence, it's going to be their Engagement Rate. It shows how many of their followers actually interact with their posts.

BUT, metrics and data only take you so far. Engagement rate is a good yardstick, but it won't show you the full picture. It can also be faked sometimes.

You also must look at the actual content they create.
➡️ Does it hook you?
➡️ Is it engaging?
➡️ Are they persuasive in their recommendations?

Whether or not someone is influential depends on a lot of factors (such as the ones I mentioned above), and it's not just about cold hard numbers.

To summarize:

• When finding creators, look for influence, not popularity.
• Influence depends on stuff that goes beyond just engagement rate.
• Results come from influential creators, not popular ones.

TL;DR: To make your influencer program work, focus on influence and not on popularity.

I appreciate you reading 👊