Step-by-step guide to influencer discovery

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Influencer marketing has proven to be a powerful strategy that allows brands to reach new audiences and engage their audience directly with mostly entertaining content. Marketers know that success only comes through clearly defined objectives that align with their brand’s overall communication strategy. Whether your goal is brand awareness, website traffic or increased sales, only with the right partners will you have a chance of achieving your goals. Read all our tips on influencer discovery on the Kolsquare Influencer Marketing Blog.


Key points
Influencer collaborations need to be a good fit from the start. Identifying influencers who align with your brand’s target audience, values, and goals is critical to successful collaborations.
Influencer discovery is a systematic approach to finding key opinion leaders (KOLs) who can deliver meaningful results. It involves researching and evaluating influencers based on their demographic characteristics, engagement rates, past collaborations, authenticity, and reputation.
A strategic approach to influencer discovery offers several benefits, including increased brand awareness, website traffic, and brand credibility.

In the podcast “ E-commerce – why not? ” by Johannes Kliesch and Romy Riffel, influencer marketing expert Niclas Kroll from “Carma” says, mutatis mutandis, that any collaboration between brands and influencers has to be a success right from the start.

Whereas companies used to hire seven influencers for a campaign, today it may be just three, who then have to be convinced directly, says Kroll soberly. This forward-looking prediction by the founder of the “hype lap” agency shows how important it is to identify the right influencers – because the right thing is relative. It is therefore important for marketers and engineering directors email lists brands to know which influencer is the “right” one for them.

How to find the right influencers?
Identifying influencers is the cornerstone of effective influencer marketing. By carefully researching, evaluating, and identifying influencers who align with your brand or company’s target audience, values, and goals, you can create partnerships that are mutually beneficial. Influencer discovery, therefore, is a systematic approach to finding KOLs who can deliver meaningful results.

To start, you need to look at key demographics, interests, and engagement patterns that align with your marketing goals. Who exactly are the followers you want to reach with your brand messages? What is their engagement rate, and on which platforms do they play a role?

Next, assess the authenticity of those you’ve previously compiled into an initial list. What are their past collaborations, the style and tone of their content, and their reputation? By choosing influencers whose credibility is demonstrable, you’ll increase the likelihood of establishing genuine connections with your brand’s target audience.

Next, you need to reach out to them and establish mutual understanding and collaboration. The KOLs you work with should have a genuine interest in your brand and the necessary expertise. Ultimately, influencer discovery is about calculating the time, effort, and resources you need . With a clear definition of your goals, detailed research, transparent contact, and fair contract negotiation, you can improve your ROI in the long run. Of course, this also includes identifying gaps or mismatches.