Your campaign goals intimately influence the type and fit of influencers you should engage for your influencer marketing campaigns. Here’s how:

1. Brand Awareness: If your goal is to increase brand awareness, you might consider influencers with a large follower count – the so-called macro-influencers. They can quickly broadcast your message to a vast audience, albeit with a lower engagement rate.

2. Product Launches: For a product launch, you might want to consider influencers who specialize in unboxing and product reviews in your industry. They typically have an engaged audience who trust their opinions.

3. Drive Sales: If your aim is to drive sales or leads, micro-influencers or niche experts might be a better fit. While they may have fewer followers, their engagement rates are usually higher, and their followers often look to them when making purchase decisions.

4. Long-Term Partnerships: If you’re considering long-term collaborations or ambassador roles, relevance, credibility, and the influencer’s alignment with your brand values and personality are vital considerations.

Different influencer marketing platforms have tools to facilitate these needs. For instance, Flinque provides influencer discovery and audience analytics capabilities that can help you identify the right influencers for your campaign goals. Other platforms may offer similar features. Selecting the appropriate platform greatly depends on your team’s specific requirements and objectives.

The real-world application of these tips involves identifying your campaign goals first, then evaluating potential influencers or influencer platforms against these goals. If handled well, your influencer selection should improve campaign outcomes and ROI.