Influencer Discovery to Find the Perfect Match for Your Brand

This article will explore the concept of influencer discovery and highlight the importance of using the right influencer discovery tools to find the perfect match for your brand. We will delve into the various steps involved in the influencer discovery process and explain how leveraging the right tools can help you streamline and optimize the process. 

What Is Influencer Discovery?

Influencer discovery refers to the process of identifying social media influencers who align with a specific brand, industry, or campaign. It involves researching the influencer marketplace and conducting a series of checks to vet the suitability and credibility of potential influencers. 

Effective influencer discovery is crucial for creating and launching a successful influencer marketing campaign. It helps brands find the right global or local influencers who can authentically promote their products or services to a relevant and receptive audience, resulting in increased brand awareness, engagement, and potential conversions.

The influencer discovery process includes:

• Defining campaign objectives: Outlining goals like brand awareness, target audience reach, sales, or product promotion.
• Identifying target audience: Determining demographics, interests, and preferences to find aligned influencers.
• Researching relevant platforms: Identifying social media platforms that match the target audience and brand values.
• Searching for influencers: Creating a shortlist of potential influencers through manual searches or by using influencer discovery tools.
• Assessing influencer suitability and credibility: Evaluating audience size, engagement rates, content quality, consistency, and relevance with influencer evaluation tools.
• Analyzing audience demographics and authenticity: Examining an influencer's audience metrics (age, location, gender) and online habits to ensure alignment.
• Reviewing past collaborations: Assessing previous partnerships with similar brands.

How Influencer Discovery Tools Can Streamline and Optimize the Process

Influencer discovery tools have revolutionized the way brands and marketers find the right influencers for their campaigns. Instead of spending hours conducting manual searches, these tools leverage advanced algorithms and data analysis to streamline and optimize the influencer discovery process. As a result, brands can save time, effort, and resources. Moreover, these tools provide valuable insights that help in assessing influencer and audience credibility and performance, enabling brands to make informed decisions that maximize the impact of their influencer marketing efforts. 

Still not convinced?

Let’s explore exactly how influencer discovery tools use AI-powered filters, audience insights, and seamless integrations to optimize the process.

AI-Powered Filters

Influencer discovery tools leverage the power of data to filter through an ever-growing pool of influencers. This means that instead of searching manually through your Instagram or TikTok discover pages, you can use AI-powered filters to analyze vast amounts of data and reduce this vast pool to a small number of highly relevant profiles. How does it work? Most influencer discovery tools work like a funnel, starting with broad filters and getting more specific as you scroll down. These filters then exclude any profile that is outside of your desired follower range or that doesn’t match the gender or profile topics selected. 

For example, if you’re looking for a foodie nano-influencer in Melbourne, Australia, you would first set the top filters to specify audience size and the influencers’ location. Next, further down the funnel, you could select filters to segment profiles based on the influencers’ interests, the hashtags and keywords used in their posts, and even the brands that appear in their publications. Once these filters are set, the AI-powered search engine will deliver the results most relevant to your search: influencers with between 1,000 and 10,000 followers that are based in Melbourne and use hashtags like #foodie #recipies, vegan, etc. 

What’s more, some influencer discovery tools, such as the one offered by Influencity, offer filters like profile lookalikes to help you diversify your search. This is especially useful if you already know of a profile that fits well with your brand and wants to find others with similar content and follower bases. 

Audience Insights

Influencer discovery tools also allow you to zero in on the perfect influencers using audience insights. The first step, as mentioned above, is to identify your target audience. Next, your influencer discovery tool lets you sort through profiles according to your audience’s select demographics. For example, if your target audience is men who are interested in gaming and are in the gen-z age range, you can set these filters and find the profiles that are currently impacting this audience.  

Additionally, a good influencer discovery tool will have filters that let you segment profiles by audience growth and quality. By using these filters, you can be sure that the profiles in your results are experiencing steady, long-term growth and attracting a quality audience. 

In-depth Analyses

Once your sea of profiles has been reduced to a small pool of highly relevant candidates, a good influencer discovery tool should be able to provide seamless integration into the Influencer Relationship Management (IRM) phase of the campaign. This means that all the profiles you found in the influencer discovery process can be analyzed and saved in your influencer database so that you can view their KPIs and decide which would be the best fit for your brand. 

With Influencity, you can see some complimentary metrics straight from your influencer discovery page and even view their social media profile to get an idea of the content they post. If this profile fits with your brand’s aesthetic and values, you can add them to your IRM directly, which unlocks important KPIs such as follower quality, earned media value, and average activity split.