Are influencers actually valuable to your business?

For better or worse, social media is here to stay. Along with social media trends came the influencers. In some cases, they seemed like people who wanted something for free; in others, they may be the ticket to launching your next marketing campaign.

It can be challenging to determine whether these social media icons are worth the hassle when they are asking to promote your business. Still, you also do not want to miss an opportunity. You may also be afraid that an influencer will drive people away from your brand.

Here’s what you should know about social media influencers, celebrity endorsements and what they can (or can’t) do for your business.

Are influencers the same as celebrity endorsements?

Depending on the influencer, some will tout their endorsements as being the same or similar to a celebrity promoting your business. While some influencers have many followers, an influencer promoting your product will have a different feel than the same promotion coming from a celebrity.

In some cases, an influencer can give your product the exposure you need to create more business, especially if they have done similar work with others in your industry. However, you should watch out for people looking for a free product masquerading as an influencer.

Vetting an influencer

One of the essential pieces to knowing your influencer is realizing they have likely already done their homework on your business, and you should do the same. Before you agree to work with an influencer, you should look at their work, including:

• Online presence and profiles. Pay attention to whether they have experience in your industry and similar clientele.
• Followers. Look for followers who are or would be clients anyway. If their followers are not people who would follow you, it may not be a good fit.
• Comments. Read the types of comments they receive on other businesses they promote. Significant comments from a loyal following will demonstrate their legitimate influence.

When you are thinking about using influencers to help your brand, you should think about your strategy and what will support your target market. Before you make an agreement with specific influencers, you should have a candid discussion about what you expect and their vision for what they can do.