Recruiting the perfect influencer to promote your brand isn’t easy. How do you find prospective partners? What are the signs of a quality influencer? Which metrics should you check?
If you're new to influencer marketing or if it's your first time recruiting influencers, it might feel overwhelming. But don't worry. Many marketers have been in your shoes before, and managed to successfully scale their influencer program by recruiting the right influencers.
Here, we’ll show you 5 proven methods of recruiting influencers, plus which metrics you should check (and how) before reaching out.
The most reliable & effective way to find & recruit influencers in your niche is to use a search tool. It works whether you're looking for 5 influencers or 500, and you don't need a big budget to start.
I'll show you a quick example of how to recruit influencers using Modash, which has a huge influencer database of 200M+ profiles across Instagram, YouTube, and TikTok.
If you don’t have a Modash account yet, you can grab a 14-day free trial to try this (no credit card needed).
Start by going to the 'Discovery' tab of your Modash dashboard, and take a look at the search filters available. They include:
In our example, we are searching for fashion influencers on Instagram who are based in Barcelona, Spain and have a follower range of 1,000 to 5,000.
You can add interests, bio keywords, hashtags, audience gender, age, and language to specify your search even further.
Then, we just need to hit “find influencers” and we’ll see a list of influencers who match our criteria.
We suggest applying more filters one by one. Run your search and check the results. The trick is to start your search quite broad and then narrow it down with filters to avoid excluding influencers that could be your perfect match.
Here's a short video that gives you a quick overview of how filtering works in Modash and how you can find the right influencers for your brand.
In case you're already working with some influencers, you could also try our lookalike tool to find similar influencers.
Another easy trick to get more influencers on board with your brand is to create a landing page to capture inbound enquiries. It’s a must-have for your influencer program. Without one, you could miss out on recruiting influencers entirely if potential partners try searching for your program, and assume you don't have one.
Let's look at an example, and break down what the most important components of a great landing page are.
For this, we'll look at Bolt's influencer landing page.
Bolt's “I want in!” is pretty straightforward here. Make it clear how people can start the process.
Bolt’s done this very well. The statement “Over 500 influencers across 18 countries are creating content for us on a long-term basis” gains trust and builds up the urge to join as well. Bolt also gives examples of what their influencers are doing, what they’re saying about the program, and why they joined.
It's important to sell why influencers should join your program. What will influencers gain from working with you? Whatever it is, be clear: e.g. money, perks, free products.
Sell your company a little too. Show that you're a reliable brand to work with.
On top, the section “Why Bolt?” gives a quick overview of what Bolt is, and shares their values, which may strike a chord with some creators.
There is no better way of promotion than from the people who already love you: your existing fans and customers. You don’t have to convince them to shout about you since they’re probably talking about you anyway.
Your customers are familiar with your product which makes them ideal to provide a first-hand experience about your brand, and more likely to drive conversions.
To drive awareness among your current customers, you could mention your influencer program on the order confirmation page, at the end of your newsletters, or on social media posts.
If you have a referral program, you could consider reaching out to top performers with trackable links so you can see which customers are sharing the most or converting the most.
And another tip: check for people who posted about your brand on social media. Anyone who is already posting about you may want to deepen the relationship & monetize their posts. Try using a social listening tool like Brand24 or Awario to find mentions.
When social media creators are looking for new partnerships, they’ll often simply Google something like ‘fashion ambassador programs’.
In the search results, they’ll find articles like this one by Ladybossblogger, listing programs they can join. Being listed on these gives you the chance to be discovered by influencers who are actively looking for new brands to promote.
Being mentioned in these lists is a great way to be discovered by potential recruits. It opens the door to a recurring audience of potential influencers coming from search engines. If you have a landing page in place, you're more likely to be added here, plus interested influencers are more likely to apply once they click through.
For some lists, you may have to pay a fee. Others might be open to other negotiations like a social shout out, a newsletter mention, or a backlink exchange. You can negotiate case by case.
As an old saying says: You don’t have to reinvent the wheel. Check out what your main competitors are doing and who promotes them.
To identify the influencers your competitors have worked with and what types of content they’ve created with them, here’s what you can do.
Run a search of your competitors’ social media mentions to identify sponsored posts in which an influencer has promoted those brands. You can do this manually, or again use a social listening tool like Brand24.
Look for content created by or featuring influencers on your competitor’s social media feeds. Check to see if they have tagged influencers in their posts or if they have reposted content created by influencers.
Your competitors may have influencers or affiliate that promote them from blog posts instead of social media. Again, Ahrefs is an example of a tool you can use to check this.
Run a hashtag search on social media using branded hashtags such as brand names and product names, or brand-related hashtags. This way, you can identify posts in which influencers promote your competitors' products.
After that, you could reach out to the same influencers to get them on board with your brand too. Of course, you should bring a better offer than your competitor then.
One thing to keep in mind if you're looking for competitor influencers is that their partners may have signed exclusivity contracts. If so, they may be unable to work with you for a certain period of time. This is something you may want to consider for your own partners too when you set up an influencer contract with them.
So, we’ve talked about recruiting influencers. Now, we want to make sure you recruit the right influencers. Let's take a look at how you can determine whether or not a prospective recruit will be a good partner for your brand.
A crucial thing to do when evaluating potential influencers: check the metrics! This way, you can identify embellished numbers and weed out potentially low quality (or even fraudulent) influencers.
Every creator will have some fake accounts following them, but some have more than others. You can avoid creators who have bought fake followers & used other types of fraud by using a fake follower checker.
Engagement rate typically reflects how good (or how engaging) a creator's content is. Higher is better, and it shows that the audience cares about what the influencer is posting. You can calculate it either using an engagement rate calculator tool, or manually using this formula: Average Organic Engagement Rate (%) = Total Engagement / Total number of followers x 100.
Look at how often an influencer publishes a new post. Usually more activity is better, but that's not always the case. Just look for clear consistency & activity. Assess their post quality too. Is it good? Would you be happy to be represented by this person?
You need to know that the influencer is reaching your target market in terms of geography, demographics, and interests. Make sure that the audience aligns with your brand.
You can check all of these things (and more) using Modash's influencer analytics tool. Here's how it would look if we wanted to check a single influencer's metrics, using @davidbeckham as an example.
Start by heading to the Discovery tab, scrolling down, and searching your prospect's username.
Right away after searching, you'll see the follower range & engagement rate. Click into the profile for more data.
Next, you'll see a summary report with more insights. From here, you can check audience data like location, gender, and age.
In this case, we can see that these followers are mainly male and the top countries are the US and Brazil. So if your brand was targeting male customers based in the United States, for example, David Beckham could be a good fit.
After you make your decision about @davidbeckham, you can contact the influencer, and start the search & filtering process again to look for more prospects to add to your shortlist.
To reiterate: no matter how good the metrics are, if the creator's style & values aren't aligned with your brand, it may not be a good fit. Always keep in mind that this person is representing your brand, and that the partnership will impact your brand perception.
Recruiting the right influencer for your brand isn't always easy, but it’s no rocket science or great mystery either. Using tactics like search tools & inbound landing pages are going to be the key to taking your influencer recruitment to the next level.
Let us know if we can help! Our team are experts when it comes to influencer recruitment. We can share some recruitment tips & tricks that our customers are using every day to scale their influencer marketing. Feel free to reach out: firstname.lastname@example.org.
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