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Influencer marketing is considered to be but is not actually a new phenomenon. For centuries, companies have used celebrities and other influential people to sell products. Back in the day, it was Elvis Presley drinking Coca-Cola, and today, it is social media influencers that have the power.
Things have certainly changed, but the core principle of influencer marketing still remains. Humans look up to other humans, and humans also tend to trust peer recommendations. As a result, companies that learn how to leverage other people to promote and recommend them can generate amazing marketing results.
What has changed influencer marketing in today’s society, however, is social media. In fact, social media has completely revolutionized, and commoditized influencer marketing, both for companies, but also for consumers.
Today, virtually anyone can become a social media influencer and an authority within their industry. Back in the day, this was limited to only a few. 92% of people trust peer recommendations, and with that in mind, it is easy to understand why influencer marketing, when done right, can generate amazing results. Billions of people are using social media, and this makes it a tremendous tool as a company to reach your companies through.
But as a company, what you say is listened to with skepticism since everyone knows companies’ true agenda- which is to make money and sell more products. As a result, a great way to communicate your messages is to have influencers communicate them and communicate them to people who are relevant to your company.
This brings us to the purpose of this article.
People look up to different people. Some people look up to the President, while others look up, trust, and listen to, their favorite YouTuber. And obviously, if you are a brand that sells beauty products, you wouldn’t generate very good results if you have a male influencer promote your products, even though they are trusted authority individuals.
The bottom line is: if you want to succeed with influencer marketing, you not only need to find social media influencers, you also need to find highly relevant and targeted influencers.
The problem is, finding suitable influencers for your company is not the easiest task. In fact, companies have identified finding influencers as the single biggest challenge of influencer marketing.
Now finding an influencer on social media is not hard.
The difficult part is finding relevant, targeted influencers that will actually help you reach your target audience.
This is why influencer search tools come in handy. Influencer search tools have gathered thousands of influencers in one place and then allow you to filter and search for individuals who are relevant to your brand.
In this article, we’re sharing our free influencer search tool and free influencer marketing tool, but we’re also going into detail about how to find influencers for free.
How to think about influencer marketing?
Influencer marketing has gone from being one of the later 21st-century buzzwords to an established way of working with marketing when it comes to products and services. Large and small companies make use of influencers on various social media channels for collaborations. Some have found great success while others are struggling to find the right influencers to work with, and thus struggle with generating great results.
There are several smart tips to keep in mind when working with influencer marketing and finding the right collaborations.
1. Look at successful businesses in your industry
Whether you are selling services or products, there are others, either nationally or internationally, that do the same as you and has found success in influencing marketing on social media. Search for these companies on Instagram, Youtube or similar social platforms through keywords or hashtags to form an idea of how your market works.
For example, if your competitor has given out samples or similar to influencers in exchange for social media posts or a YouTube video, chances are you could see great success from this as well. This is information that you can easily pick up by checking out social media. Another tip is to use services like similarweb.com – it shows you roughly where the traffic to certain web pages comes from, in other words, you can, for example, discover which blogger generated the most traffic to your competitor.
2. Look at successful companies in your industry
When you learn how your competitors work and how your market works, it’s time to look for which influencers are right for your brand. This is best done by starting from your own target audience and through cold hard data and not feelings. What is your biggest target group? We say that you sell glasses, and your biggest target audience is American men aged 20-40, and that through a survey you have discovered, and you’ve found that they are passionate about ball sports, electronics, and outdoor life as interests.
Reasonably, sports profiles such as football players or adventurers should be a good group for you to start exploring. In order to confirm your clues, it is always best to ask your customers who they follow for inspiration or see what their interests are on Facebook or Instagram.
3. Search smart
Looking for influencers can be time-consuming, but there are tips that make the process easier. There are several ways to find the right profiles to work with. One of these is to check what your competitors or other companies are using and contact them. The other way is to start with an influencer on Instagram and find more people in the same segment with a similar target audience.
You do this by entering the account on Instagram and clicking on “Following / Followers”. There you will get a list of a lot of names and probably find a list of influencers who may be relevant to your brand, then repeat the process of building your network. On Youtube you can do the same by seeing what that profile recommends, this can be found when you click on the profile and are presented with suggestions on the right side.
4. Don’t take first best
Influencers are available everywhere on all social platforms and on Instagram. But a challenge is that all social media platforms are full of profiles that bought followers and Instagram gives you zero insight into how the profiles’ statistics look. Once you have found a profile that seems to match what you are looking for, you can use tools like https://socialblade.com/ to see their growth. A too-steep curve may indicate bought followers, natural growth usually increases over time.
5. Ask questions
If you are planning to allocate some of your budget to influencer marketing then you have to look to ask relevant questions about the influencer. The answers must then be consistent with what you are looking for, ie the right target group, etc as discussed above. Ask the influencers to share their statistics, and previous collaborations and why not try to negotiate the price?
Influencers are not always aware of what they themselves are worth or take too much price versus what one might expect to get back. When you discuss price, therefore, count on what this means for you, how many products sold, downloads or leads do you need to count your investment? In other words, how valuable is the influencer partnership worth for you? Unless your bet is pure branding, conversions should always be your main goal.
Last but not least: Realize that influencer marketing is time-consuming and requires continuous work to give your business the results you are looking for.
More and more companies are working with influencers, people who have a large crowd of followers who can become ambassadors for your brand. But how do you find the best influencers for your business? These steps can help you:
It is not enough just to have one or more influencers, it needs to be the right influencers. Brian Mechem, co-founder, and COO of Grin, believes that:
“Anyone with a personality online can potentially become an influencer as brands want to awaken … but it takes hard work, focus and attention to develop the confidence needed to be effective. The right influencer to the right audience can have a big impact. But hiring anyone with a large following is a great way to waste your marketing budget.”
In order to avoid wasting money, here are some tips for finding the best influencers for your brand:
Know your audience. Are the followers of the influencer your target audience and the people you want to reach? Know which people you are trying to reach. Use your insights and look for the influencers on social media where these people exist.
Understand the potential of influencers for your industry. Influencers are suitable for many, but not all industries. There are some industries where influencers create a lot of engagement and passion among their followers. Some of these are travel, family, cooking, children and parenting, beauty, fashion, technology, cars, and health. These are the areas where you see most companies working with influencers. Make sure you use influencers because they can positively affect your business, and not just because everyone else does.
Assess the scope. It is not crucial that the influencers you partner with have the best reach. Studies show that influencers with between 10,000 and 100,000 followers can be much more efficient than those who have over 500,000 followers. These are considered “micro-influencers” Your influencers need to feel genuine, otherwise, they will not be able to influence and influence their followers to the point where they convince people to buy from you.
Uses multiple communication methods. A good influencer not only uploads images, but creates infographics, makes videos, streams live, makes podcasts, and writes. Explore different kinds of content rather than a simple photo. It creates a variation, and thus a higher involvement with the followers. Occasionally posting polls or questions can also boost the followers’ interest. Try to get the influencers you partner with to mix their content to create a more engaging campaign.
Assess the results of your posts. A good influencer creates headlines and content that the followers link to and share with their friends. Try to assess the extent to which the followers engage and spread the word rather than just.
Mixes influencer perspective. A good influencer does not always have the same type of posts but can do more general descriptions, make deeper analyzes or short impact statements. The followers want different things at different times, and following the same template for the posts quickly becomes tiring. Make sure you diversify your content.
They have a local connection. Although many people follow the big stars, a small, local influencer can have a huge impact on their followers because people know who they are. A local influencer can also be easier to relate to than the really big ones, while you get a better outcome.
Remember that it is important for the influencer to still feel genuine and authentic. As soon as they start to sell hardcore, the followers will lose interest. So do your research and form a dialogue about how a collaboration will look.
How to work with influencers
Influencer marketing has become a popular and effective way for businesses to reach new audiences and promote their products and services. By working with influencers, businesses can leverage the trust and credibility that influencers have built with their followers to drive brand awareness and sales. However, working with influencers can be tricky, and it’s important for businesses to have a clear strategy and approach in place. In this article, we’ll discuss the basics of influencer marketing and provide tips on how to work with influencers effectively.
Understanding Influencer Marketing
Influencer marketing is a type of social media marketing that involves partnering with individuals who have a large and engaged following on social media. These individuals, known as influencers, can be bloggers, social media personalities, or celebrities. They use their platforms to promote products and services to their followers, who often trust and value their opinions. By working with influencers, businesses can reach new audiences and increase brand awareness in a way that feels authentic and organic.
Choosing the Right Influencer
One of the most important steps in working with influencers is choosing the right influencer for your brand. Not all influencers are created equal, and it’s important to find someone who aligns with your brand and has a following that matches your target audience. When selecting an influencer, consider their:
- Niche: Look for influencers who specialize in your industry or product category.
- Audience demographics: Make sure the influencer’s audience matches your target audience in terms of age, gender, and location.
- Engagement rate: Look for influencers who have high engagement rates (likes, comments, shares) on their posts. This indicates that their followers are actively engaged with their content.
- Brand alignment: Make sure the influencer’s values and messaging align with your brand.
Creating a Collaboration Plan
Once you’ve chosen the right influencer, it’s important to create a collaboration plan. This plan should outline the goals and objectives of the partnership, as well as the specific tactics and strategies that will be used to achieve them. When creating a collaboration plan, consider the following:
- Goals: What do you hope to achieve by working with the influencer? This could include increasing brand awareness, driving sales, or growing your social media following.
- Content: What type of content will be created and shared by the influencer? This could include sponsored posts, product reviews, or social media takeovers.
- Timeline: When will the collaboration take place and how long will it last?
- Compensation: How will the influencer be compensated for their work? This could include a flat fee, commission on sales, or a product or service.
Once the collaboration is complete, it’s important to measure the success of the partnership. This will help you determine whether the partnership was worth the investment and identify areas for improvement. When measuring success, consider the following:
- Reach: How many people were exposed to the influencer’s content?
- Engagement: How many people liked, commented, or shared the influencer’s content?
- Sales: Did the partnership result in an increase in sales?
- ROI: Was the partnership cost-effective?
Commonly asked questions
How do you identify an influencer?
To identify an influencer, you can consider the following factors:
- Audience size: Look for individuals with a large and engaged following on social media platforms such as Instagram, TikTok, YouTube, and Twitter.
- Niche: Look for influencers who specialize in your industry or product category. They will have a more engaged audience that is interested in your products or services.
- Engagement rate: Look for influencers with high engagement rates on their posts, such as likes, comments, and shares. This indicates that their followers are actively engaged with their content.
- Brand alignment: Make sure the influencer’s values and messaging align with your brand. They should have a consistent and positive image that aligns with your brand.
- Authenticity: Look for influencers who have a genuine and authentic voice, and not just promote products for money.
- Reach: Look for influencers who have a diverse audience and can reach different demographics.
- Performance: Look for influencers who have a track record of successful campaigns and collaborations.
- Audience demographics: Make sure the influencer’s audience matches your target audience in terms of age, gender, and location.
By considering these factors, you can identify influencers that are a good fit for your brand and are more likely to help you achieve your marketing goals.
Is there an influencer database?
Yes, there are several databases that track influencers and their social media metrics. Some popular ones include:
These databases typically track information such as the influencer’s follower count, engagement rate, and content history, and can be used to find influencers in specific niches or with specific demographics. They can also be used for monitoring influencer campaigns and measuring their effectiveness.
How to find free influencers?
Here are a few strategies for finding free influencers:
- Utilize social media search features: Most social media platforms have search features that allow you to find influencers based on keywords and hashtags. This is a great way to find influencers who are relevant to your industry or product category.
- Use influencer marketing platforms: There are several platforms that allow you to search for influencers based on different criteria such as location, audience size, and engagement rate. Some of these platforms are free to use and can be a great way to find influencers that match your specific needs.
- Attend events and conferences: Attend events and conferences that are relevant to your industry. This can be a great way to connect with influencers in person and build relationships with them.
- Reach out to micro-influencers: Micro-influencers are individuals with a smaller but highly engaged following. They are often more open to working with brands for free or for a reduced rate in exchange for exposure.
- Leverage user-generated content: Encourage your customers to share their experiences with your products or services on social media. This can be a great way to identify influencers who are already fans of your brand and are more likely to work with you for free.
- Look for influencers that are just starting out: New influencers are often looking to build their portfolio and reputation. They may be willing to work with you for free or at a reduced rate.
By utilizing these strategies, you can find influencers that are a good fit for your brand and are willing to work with you for free or at a reduced rate.
Working with influencers can be a powerful way for businesses to reach new audiences and promote their products and services. However, it’s important to have a clear strategy and approach in place. By understanding influencer marketing, choosing the right influencer, creating a collaboration plan, and measuring success, businesses can work with influencers effectively and achieve their marketing goals.