Every day I see more and more business people who have a smart vision — they understand that a social media presence is essential for business to make it big. This is true – moving the needle for your business’ social media presence is important, and perhaps should be at the root of all your other marketing objectives.
And by now, you likely also understand that to have an impact you have to hire the best fit SMI (social media influencers) for your brand. Perfect so far!
Some say that influencers don’t do anything for brands. Here is an example where that proves them wrong: Chelsea – a GenZ influencer – made it for Adika on TikTok (and she had just 900k followers at the time, so she was not even a celeb but a Macro-Influencer)!
Assuming that you choose to work only with SMI (social media influencers) who are relevant to what you do, here are the reasons behind my suggested KPIs for evaluating them:
KPI 1: Content Creation
Do they produce original, non-intrusive, unique-point-of-view content for you? One of the most amazing deliverables you can get from Macro and Micro-influencers is the content they create for you. It should be different than what your internal team produces, yet be content you can reuse in your storefront, TV ads, brochures, social media, etc.
I don’t cover influencers. I cover SOCIAL MEDIA influencers (also called “SMI”). And… not every online platform is a social media platform, but you know that, right? Here are the ones that are, and here are the ones that aren’t… As usual, send me comments any time on my Twitter or by email.
Yes, 5K followers is a popular account (see my definition of the types of influencers here). But … Remember that the number of influencers is not the main thing you should focus on. Instead, focus on bringing your message to those influencers whose followers will absolutely CARE about what you do! Think less about “reach” (i.e. how many) and more about INFLUENCE i.e. if that influencer can change behavior of their followers.