How to Find the Right Social Media Influencer for Your Clients

BY Kathy Crosett
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This attitude below may be especially true if your client struggles with managing expectations and measuring the results of their investment in a social media influencer.

Businesses have an ‘all-​in‘ attitude regarding social media marketing. In many cases, they’re not entirely sure how this investment benefits the bottom line. But they’re not about to pull back because they fear missing out. 

Talkwalker reports that influencers can be celebrities, industry thought leaders, or bloggers. Think of them as word-​of-​mouth recommendations on steroids. Plenty of research shows that they prompt people to take action. But which influencer is right for your client?


While an influencer may have a big following, their impact is only as big as their trustworthiness. Consumers often make purchases on the recommendations of friends and family members.

They’ll do the same when advice comes from a trusted social influencer. This tendency is especially true for younger millennials. About 40% of these consumers have made purchases because of an influencer.

The Power of Micro-Influencers

In the influencing world, a professional with fewer than 250,000 followers is known as a micro-​influencer. They could be incredibly productive for your clients

At least 45% of consumers who buy on the recommendations of influencers tend to be swayed by micro-​influencers. Engagement rates aren't as high when businesses work with those with a following of over one million people.


Brands and social media influencers don’t always reveal their connections or mention that these professionals are being paid. Consumers aren’t fools. They’ve figured they have a financial relationship. 

The good news for brands is that consumers are willing to check out influencers because they are interested in their perspectives. They also enjoy the creativity and entertainment they bring to the table.


As you search for the kind of social media influencer that will best help your client, keep this platform type in mind. Research summarized in Marketingcharts​.com shows that influencers who include 

Instagram in their content distribution channels see the highest engagement rates on that site. Up to 60% of total engagement for some influencers happens on Instagram.

Before your client starts using influencers, check out their overall digital presence. Run a Digital Audit on AdMall from SalesFuel. Then you'll have the data you need to begin your conversation.