How To Effectively Use Twitter Influencers To Grow Your Brand
More and more brands on social networks are actively looking to partner with social influencers in order to increase their reach and brand awareness.
Social influencers are usually:
- Self-made internet stars
- Well-known in their industry
- Have high engagement levels on social networks
- Have authority and credibility in their industry
- Have large and specific audiences.
But before looking for Twitter influencers for your brand, it’s important to identify your ideal target market. For example, should you be selling organic makeup products, your target audience could be health-conscious women aged 30 to 55 years old.
Once you’ve identified your ideal target audience, the next step is to find influencers on Twitter who have an audience that match yours.
In order to identify online influencers, you can start by performing a simply Google search. For example, should you want to find influencers on Twitter in the makeup industry, look for “makeup tutorial blogs”. Once on the blog, make sure it is being updated regularly and that the content is aligned with the values of your brand.
If so, explore the person’s Twitter account and other social networks. Should their audience size, video views, engagement rate be much higher than the average audience size of social media users in your industry, you could consider partnering with them to endorse your products.
In addition to checking their social media reach (audience size) and engagement levels, you could also check their influence score, also known as “Klout score”.
A Klout score is a number from 1 to 100 which rates a person’s social media influence. Most users have an average score of 40, however, social influencers have a score of 50 and above.
To check someone’s influence score, tools such as hootsuite.com are available.
Youtube star Chloe Morello for example, who publishes makeup video tutorials and beauty product review videos and has over 1.8 million Youtube subscribers is not surprisingly, among the top influencers in the makeup and beauty industry. It comes as no surprise that she has worked on marketing campaigns with established brands such as L’Oreal Paris.
Since every video published on Chloe Morello’s Youtube channel receives from 200,000 to over 5 million views, almost any brand in the beauty industry (even local beauty salons) could benefit from an endorsement or simple product review video from her.
In order to receive endorsements from Twitter influencers or online influencers in general, you will need to develop relationships with them first. It can start by simply engaging with their content, or initiating a social media conversation with them. Then, engaging with them more privately by sending personal messages or emails and offering a win-win opportunity.
Remember, building relationships with Twitter influencers takes time so the key to benefiting from top influencers is first and foremost, being patient!