How do you choose the right influencers for your campaign?
Learn how to choose the right creators to make your campaign successful.
Which criteria help you choose the right influencers?
Selecting the right influencers is crucial to make your influencer marketing campaign successful. There are both quantitative and qualitative criteria that can guide you and help you avoid mistakes. Keep in mind that these values vary depending on the industry and competition and should be adjusted individually to ensure your campaign achieves the desired results. A careful selection also protects you from risks such as fake followers or non-authentic audiences, which could negatively impact your social media campaigns. The table below provides a clear overview of the most important criteria, reference values, and recommendations to help you find the best influencers for your goals.
Reference values to consider:
| Criterion | Reference Value | Recommendation |
|---|---|---|
| Engagement Rate | Instagram: min. 3% TikTok: min. 8% |
Check interactions to ensure the community is active. |
| Local Following | DE, FR, ES, IT: min. 70% AT, CH: 20% |
Make sure the followers are from your target market. |
| Audience Authenticity | At least 70% | Analyze whether the followers are real to avoid bots and fake profiles. |
| Healthy Growth | Steady, organic growth | Look for natural growth without unnatural spikes in follower count. |
| Content Quality | Professional & brand-appropriate | Check that the content is high-quality and aligns with your brand. |
| Brand Affinity | Style and values match | Choose influencers whose values and style align with your brand. |
| Brand Fit | Content matches the campaign | Ensure the influencer’s content supports your campaign goals. |
How to minimize risks in influencer selection
Fake followers and non-authentic audiences can compromise your campaign because such accounts often follow in large numbers but rarely view stories or interact. Therefore, check the influencer’s genuine connection with their community. Considering both quantitative and qualitative aspects together will help you achieve the best results and implement your influencer marketing strategy successfully.