A considerable number of large brands are leaning on the position, expertise, and authority of market influencers and are even turning them into brand spokespeople in an authentic, engaging way to influence how their audience purchases items.
Getting a popular social media personality to take a photo of your product and gain some brand awareness with a unique audience might seem like an innocent marketing investment but could end up evolving into a public relations nightmare.
There are several unique instances where brands have been caught up in a firestorm for failing to perform background checks on marketing influencers.
Since more companies are getting burned by making bad partnerships, background checks and high-profile screening on marketing influencers are becoming more popular. A blog post by BackgroundHawk explains that background checks are extremely important since they promptly alleviate any fears you might have about an individual.
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Why is Doing Background Checks on Marketing Influencers Essential
Over the years, several big brands have fallen victim to teaming up with the wrong social media marketing influencers. There are a few key indicators to keep an eye on when determining whether a marketing influencer is suitable for your company which includes:
Influencer Engagement
What an influencer is posting might not impact your company, but what they are retweeting and liking can get you in hot water. Most times, the social history of a celebrity can come back to haunt both the celebrity and the brands that pay them to be a spokesperson. When checking if they are engaged online, you should also dig into their history of social engagement and the sentiment of those engagements.
Influencer Reputation
Background checks on marketing influencers help predict whether you might not want to work with influencers based on the negative perception around them. If there is any negativity tied to the influencer, this perception can easily rub off on your brand.
While working with an influencer who is being received negatively might cause a backlash against your brand, a partnership with a positively received influencer will work well in your brand’s favor. Additionally, background checks would help detect whether the influencer is going through any legal issues that might come back to your public relations team.
Influencer Relevance
The purpose of influencer marketing is to acquire a foot hole in an individual’s social media following. It’s important to determine whether the marketing influencer you are planning to work with is the right fit for your target audience. The amount of money that marketing influencers make is significantly dependent on the pull they have.
Background checks are relevant for ensuring the influencer you are prospecting is who he/she says they are and isn’t swindling you out of a paycheck. It is vital to work with an influencer that is compatible with your brand and campaign. Nevertheless, the influencer doesn’t have to be an expert in your field or what you do, but they must be pertinent to your brand.
To Sum it Up
Thorough influencer evaluation is imperative, especially for small businesses. To fully evaluate potential influencers, you should conduct a rigorous profile screening and background check. Check out their previous collaborations, dig into their social media profiles and ensure they offer quality content.
Always remember that authenticity and transparency are critical elements of the influencer evaluation process. It is crucial to ensure that the influencer is credible and promotes the same values as your brand. Selecting the right influencers will guarantee that you make the most of your marketing budget by running successful and effective influencer marketing campaigns.
