How to Find the Right Influencer for Your Clients


Businesses have an ‘all-​in‘ attitude when it comes to social media marketing. In many cases, they’re not entirely sure yet how this investment exactly benefits the bottom line. But they’re not about to pull back because they fear missing out. This attitude may be especially true if your client is struggling with how to manage expectations and measure the results of their investment in social influencers.

Talkwalker reports that social influencers can be celebrities, industry thought leaders or bloggers. Think of social influencers as word-​of-​mouth recommendations on steroids. Plenty of research shows that word-​of-​mouth recommendations prompt people to take action. But which social 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 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 world of influence, a professional with fewer than 250,000 followers is known as a micro-​influencer. These influencers could be especially productive for your clients. At least 45% of consumers who buy on the recommendations of influencers tend to be swayed by micro-​influencers. When businesses work with influencers who have a following of over one million people, engagement rates aren’t as high. 


Brands and influencers don’t always reveal their connections or mention that these professionals are being paid. Consumers aren’t fools. They’ve figured the brand and influencers have a financial connection. 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 influencers bring to the table. 


As you search for the kind of influencer that will best help your client, keep the 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.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.