With thousands of influencers on social media, finding the right person for your marketing campaign becomes tricky. With this guide, we’d like to shed light on how to quickly hit the spot and find influencers who meet your parameters.
When it comes to influencer marketing platforms available today, one of the greatest difficulties is that no search engine can guarantee 100% accuracy in search results,even if you use the keyword search in addition to filters. Though, Hypetrain filters cope with the task better than a Google search anyway.
Imagine a situation when you need to find an influencer to promote a new vegetarian chocolate bar on Instagram in the United States. Let’s say you need an influencer with an audience of 100,000 – 300,000 followers and an engagement rate of >3%. You will probably choose the categories “Restaurants, Food & Groceries” and “Healthy Lifestyle,” and add the keyword “vegetarian.” Seems logical, right?
The first creator in the search results looks like a perfect match! But when you open his profile, fried chicken and burgers are probably not the thing you expect to see.
hypThis is a common case among influencer marketing platforms as search engines look through the profile and content descriptions and display all influencers matching your filters. In our example, the creator is a food reviewer and has made some posts about vegetarian items, but very few of them. Thus, it is unlikely that this influencer can share the values of a vegetarian brand and that his target audience is vegetarians.
This issue naturally brings us to the following question: how can you ensure you’re getting maximum accuracy from your search?
The secret is simple – you need to complete some preparatory work.
Unexpected revelation? Of course, but let’s face the truth, even the smartest influencer marketing platform can’t read your mind. So before starting the search process, we suggest you conduct a brief market research to know exactly what your needs and expectations are.
Here’re some basic milestones you need to define before starting to set filtering options:
Having the complete picture of your campaign will eliminate blind guessing at the filter tuning stage. Otherwise, you will most likely feel blue and come to a hasty conclusion that the platform does not work as expected. So try not to skip the preparatory work 🙂
To prove our point, we’ve demonstrated how influencer discovery works on the Hypetrain platform by simulating two scenarios in the most popular search categories.
Situation: You need to promote a limited collection of boho bags on the local UK market.
Since the market is local, you may turn to UK-based micro-influencers with a high engagement rate. They not only provide more targeted reach than traditional celebrity endorsements but also offer greater authenticity and trust in their recommendations.
Considering the niche, the boho style is not a mass market. Therefore, it is worth assuming that an expert with a great eye for fashion and an outgoing personality, such as a stylist, would be an ideal spokesperson. Their enthusiasm for unique items surely drew attention to a limited handmade boho bag line. “Stylist” and “boho” keywords also help narrow the list of influencers and show the most relevant ones.
Let’s set the filters and see what Hypetrain will display:
Considering the first five search results, we see that four of them fully match the query – these are family/kids profiles with relevant content:
So how do you find real gems using an influencer marketing platform? Put simply, just try to sort things out and conduct the most specific search possible. We hope this post will become your handy guide to mastering influencer filtering. And remember, with practice comes perfection!
At Hypetrain, our development team is actively working on expanding platform capabilities, including enhancing the search function. So stay tuned for our updates!