{"id":3088,"date":"2022-06-29T01:47:44","date_gmt":"2022-06-29T05:47:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/06\/29\/how-to-pick-the-right-influencers-for-your-campaign-to-ensure-success-and-avoid-wasted-spend\/"},"modified":"2022-06-29T01:47:44","modified_gmt":"2022-06-29T05:47:44","slug":"how-to-pick-the-right-influencers-for-your-campaign-to-ensure-success-and-avoid-wasted-spend","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-pick-the-right-influencers-for-your-campaign-to-ensure-success-and-avoid-wasted-spend\/3088\/","title":{"rendered":"How to Pick the Right Influencers for Your Campaign to Ensure Success and Avoid Wasted Spend"},"content":{"rendered":"\n

By Chris Jacks, Director of Growth Strategy, HireInfluence<\/a><\/em><\/p>\n\n\n\n\n\n

The right influencer can bring incredible ROI and enhanced credibility to your brand. But picking the wrong influencer can have incredibly disastrous results. The trick is finding those perfect-fit influencers that match your brand and your campaign.<\/p>\n\n\n\n\n\n\n\n

So how do you choose the right kind of influencer to match your goals<\/a>? And where do you start? Let\u2019s dive in!<\/p>\n\n\n\n\n

When You Pick The Wrong Influencer<\/h2>\n

First, let\u2019s just review the ramifications of not picking the right influencer. There is no shortage of horror stories on the internet that tell of scandal and PR nightmares.<\/p>\n\n\n\n\n

Messaging Mismatch<\/h3>\n

Oftentimes you get a brand and messaging mismatch when you\u2019re blinded by the high follower count and just want to pay for that kind of reach. What you end up with is something like the Jenner and Pepsi campaign from a past Super Bowl: A message that\u2019s off-brand and viewed as hugely inappropriate. That\u2019s tough to recover from.<\/p>\n\n\n\n\n

Ethical Scandal<\/h3>\n

Oprah\u2019s Twitter faux pas is one of the most famous examples of an influencer scandal<\/a>. Accidentally pasting the creative instructions in the caption, posting from a competitor\u2019s device, or inconsistency of content is all a possibility with the wrong influencer choice.<\/p>\n\n\n\n\n

Waste of Money<\/h3>\n

If your influencer has hundreds of thousands of followers, that\u2019s amazing! But if those are people who will never buy from you, that\u2019s a problem. Your time, credibility and budget will be wasted on such an influencer.<\/p>\n\n\n\n\n

How To Pick The Right Influencers<\/h2>\n

Not every influencer you scroll past will be a good match for your campaign<\/a>. In fact, the highest level of success is often achieved when you leverage multiple influencers that span across several tiers.<\/p>\n\n\n\n\n

Types of Influencers<\/h3>\n

The numbers vary depending on who you ask but there are generally five categories of influencers<\/a>.<\/p>\n\n\n\n\n