Youth Marketing 101: How do you choose the ideal influencer for your brand?

Over the past five years, influencer marketing has become one of the most integral parts of youth marketing. Most youth brands have partnered with influencers in some way, from major endorsements and collaborations to gifting and content seeding. Whether you’re marketing a startup on the rise or a big name brand, it’s important to consider whether working with influencers is right for your brand, and if so, what is the best strategy for you? Here’s our guide to the things you should have in mind.

Micro vs macro

One of the biggest trends in influencer marketing at the moment is micro-influencers, which YMS18 SFO partners RepHike explained in their recent guest post. Big name influencers have a large audience and can be a game-changer for your brand. Meanwhile, micro-influencers are more affordable and accessible, and have a more engaged following. As the algorithms on platforms such as Instagram favour accounts that have a high ratio of engagement to followers, this makes micro-influencers a great value option for brands of all sizes.

The perfect brand representative

Aside from choosing between a micro or macro influencer strategy, you also need to consider which types of influencers will resonate best with your audience. The most effective influencers are relatable to the target audience, as consumers are more likely to take interest in your brand if someone they relate to endorses it. Therefore it’s important to understand your audience demographics before investing in any partnerships.

Sourcing influencers

If you’re new to the world of influencer marketing, you might be wondering how to find out who the most influential creators are in your industry, and how to get in touch with them. Luckily, there are several businesses that help with exactly this, such as influencer agency CROWD., marketing platform Revfluence and micro-influencer specialists Ghostlamp.

Get more tips and meet the leading influencer agencies and platforms at our upcoming event, YMS18 NYC.