Influencer Marketing: How to Choose the Right Influencer for Your Brand

Today’s influential social media users who have managed to build up an audience of ‘friends’ and ‘followers’ are considered the top options for marketing and promotion purposes. 

In fact, around 78% of marketers employed such influencers in 2018.

Considering the growing numbers of social media influencers and the power they have over consumers and their decision-making, it’s no wonder that this marketing approach continues to gain in popularity every single day. Nevertheless, the task of choosing a suitable influencer, one who is active on the right social platforms and has a relevant target audience is not always an easy one. Most marketers choose influencers for their brands based on content quality, contextual relevance, audience demographics, and connections to other influencers, among other criteria. If you’re interested in exploring influencer marketing as an option, make sure you take the time to choose wisely. There is a lot to be gained from pairing with the right person for you. Here are some things to pay special attention to:

Content Quality

A key step in selecting the right influencer is checking their background – previous activity on social media platforms and the type of content they post. Make sure it is grammatically and structurally correct, eye-catching, and valuable.


Contextual relevance between the influencer’s natural, organic interests and posts and your specific business should definitely play a part in the final selection process.

Audience Demographics

The best thing about influencers is the fact that they operate online. This allows them to reach sizeable audiences worldwide. In most cases, it is recommended that these marketers consider influencers’ audiences through a demographics prism – age, gender, language, place of residence, and occupation.

Connections to Other Influencers

Having an open-minded and cooperative influencer handle your brand’s marketing campaign could organically attract the attention of other, similar-minded influencers at no extra cost to you. The ‘lone wolf’ types may be equally effective in attracting the public’s attention, but nothing beats a chorus of voices singing your product or service praises when you’re launching something new.

Interested in learning more on the topic of influencers? Check out the infographic below from SmallBizGenius for some fascinating influencer marketing statistics. ​

Under the Influence – 80+ Influencer Marketing Statistics

Author Bio: Oleh Koropenko is an avid learner. His curiosity is a never-ending source of inspiration that drives him to research, revise and apply new things. He is an experienced blogger at with expertise in email marketing and digital commerce, but also a passionate traveler with a great sense of humor, who cannot leave a stone unturned in the pursuit for greater knowledge and understanding. Reach him at @DMGeekcom.

Nancy Gaines

Nancy Gaines is CEO/Founder of Gain Advantages Inc. and has been advising small businesses and Fortune 100 companies how to increase revenues through proven systems for almost two decades. She is a best-selling author and international keynote speaker. Nancy has been named in the Top 100 Productivity Experts to follow on Twitter and has a global podcast downloaded in over 95 countries. Her main focus is creating business processes with actionable steps so her clients achieve more consistency, ease, and ultimate success.