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The 3Ps: How to Select the Right Influencer for your Brand
Choosing the right talent for an influencer campaign or your brand is the most important, yet hardest task in any campaign. The last thing you want to do is blow significant $’s on poorly selected influencers that didn’t achieve the awareness goals that you had. Particularly if the success of this first campaign is the gateway to opening up more budget. So what’s a quick rule of thumb to guide your decision-making? The 3Ps. Price, Persona and Profile. If you want to learn more about how to identify and collaborate with the right influencer for your brand, I’ll explain the principles for a hassle-free deal that will save you a bucketload of time and money.
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In this article we cover:
- Price: Assessing the influencer’s value
- Profile: Understanding the influencer’s content niche
- Persona: Gauging the influencer’s audience demographics
- Selecting the right talent: Effective strategies for brand alignment
Price: Assessing the influencer’s value
We’ve spoken about Price extensively across other pieces of content when it comes to influencer marketing - it should make up 50% of your decision. To bring yourself up to speed on how we decide on a fair price, read this article on how to maximise your influencer marketing budget and ensure you read the sections titled How to evaluate influencers with views and CPM and Calculating ROI for influencer marketing and selecting your talent.
In a nutshell, the goal here is to select talent that offer a price (whether manager or unmanaged) at a rate that comparatively makes sense if you were spending that money on other quasi digital media assets like digital billboards, social ads, video ads or banner ads.
Typically you estimate and evaluate these opportunities on a CPM basis (i.e. how much you’ll pay to reach $1000). If your industry average on socials is $25 and an influencer is $15 or even $30 - I’d say that’s a pretty good deal as you’re hijacking their credibility with their audience on top of the stand reach. Whereas a typical digital media asset is
Profile: Understanding the influencer’s content niche
This is the process of matching the influencer’s content to your business and niche that it exists in. There is no point engaging an influencer simply because you like them or you feel they’re well priced if the content does not match. This will be obvious when reaching out initially to talent with the amount of No’s you receive - we find that a good metric is 50% of talent you reach out to for a campaign are a No through various reasons (not a good match, price, don’t respond, etc).
A combi van hire company should be focused on cashed up millennials or young mummy bloggers who want that upgraded experience of camping out. A chip company or basically any major consumer supermarket product is going to have a better experience with a skit comedian, entertainer or lifestyle creator.
The talent’s content should always guide the interest group and intent of the audience that follow them, and therefore align with your brand. Don’t get shiny object syndrome for audience size or someone you personally like following.
Obviously if the product needs to reach a very broad and large audience, then lifestyle creators and A-grade personalities are going to be your focus.
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Persona: Gauging the influencer’s audience demographics
This is the process of matching the talent’s audience to your target customer. We all have different levels of audience intent. For example a sports energy drink may have:
- Conversion - 18 to 24 year old male (Primary)
- Consideration - 24 to 35 year old male (Secondary)
- Awareness - 35 to 44 year old male (Tertiary)
The audience you focus on and select for should be the primary audience as you’re only going to be able to bridge awareness in general during an influencer campaign.
Ensure the talent’s core audience matches the demographic you want to target, and your offer should reflect how much of their geo-located audience is in your country that you want to target. Be aware that you can’t pick and choose who you want to target by location with talent, so don’t bother asking about splitting out the price to exclude certain countries. Assume they will be reached with the campaign.
Selecting the right talent: Effective strategies for brand alignment
To start finalising your selection, consider all three dimensions: Price, Profile, and Persona mentioned prior.
Build a simple spreadsheet or Google sheet, taking into account these major items:
- Talent’s name
- Profile linked
- Average views or impressions
- Price
- CPM ($ per 1000 views)
- Majority audience (i.e. 25-34 yrs)
- Majority gender
- Content Style
From there you should be able to build out a list and make a well thought out decision on who to proceed with based on your budget.
If you can nail each factor of Price, Profile and Persona you’re on your way for an exceptional campaign. You will be smashing the selection process on the right influencer for your brand, and have set yourself up for success.
In short
Choosing the perfect influencer for your brand is a delicate balance between art and science. The key? The 3Ps: Price, Persona, and Profile. Before spending big on an influencer, evaluate their value (Price). Do they cater to the audience you aim for? Next, dive deep into their content niche (Profile). Does it align with your brand’s voice and ethos? Lastly, examine their audience demographics (Persona). It's not just about massive followers but the right ones. Take heed of this quick rule: don't throw dollars on an influencer without gauging the 3Ps. It's your gateway to ensuring your campaign’s success and paving the path for bigger budgets.
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