How to choose influencers for an international influencer marketing campaign?
In influencer marketing, knowing how to choose the right influencers for a successful campaign. When it comes to international campaigns, influencer selection is even more crucial, as it involves reaching a potentially very large audience, often in culturally diverse regions. Our influencer agency explains the various steps to follow to select the best influencers and generate an return on investment optimal
Understanding international influencer marketing to better plan for it
Engaging in influencer marketing on an international scale is an essential strategy for brands seeking to reach a global audience. However, to successfully run an influencer marketing campaign of this magnitude, it's crucial to understand the cultural differences and values that characterize each region of the world.
This preliminary step can be quite lengthy, as it involves collecting and analyzing a large amount of data. Only then can the research and selection of influencers begin. Therefore, a successful international influencer campaign requires meticulous planning, constant creativity, and adaptation to the specific characteristics of each country. Essentially, it's about finding content creators whose communities are most relevant to the products and services offered by the brand. We'll explain all of this in more detail shortly.
Identify relevant potential influencers
To choose influencers for your international influencer marketing campaign, it's important to consider several factors such as their niche, target audience, reach, and engagement. To do this, you can use influencer search tools like an influencer platform. At So Bang, for example, we have a platform with over 30,000 influencers across different countries and market segments (luxury, consumer, lifestyle, fashion, beauty, etc.).
By evaluating the platform's databases, it's possible to compare influencer performance and determine the most suitable partnerships for each brand. Next, it's crucial to analyze the relevance of each influencer's community to ensure it aligns with your target audience, strategy, and brand image. By selecting qualified influencers on a reliable platform, companies maximize their chances of success with their international influencer marketing campaigns.
Analyze the relevance of the influencer's community
Once you've selected a few potential influencers for your campaign, it's important to assess the relevance of their community. To do this, don't just focus on the size of their community—that is, the number of their followers. Instead, pay close attention to the interaction between the influencer and their followers. How often do followers interact with the influencer's posts? Is there direct interaction between the influencer and their community? These questions can help you understand the level of engagement an influencer has with their community.
This will allow you to determine, for example, if their followers have simply liked their page but aren't actually engaging with their posts. Accurately understanding the levels of interaction between an influencer and their community is a key factor in determining whether they are a good partner for your international influencer marketing campaign (or not).
Prioritize experienced influencers
Now that you've narrowed down your search to a pool of promising influencers for your international influencer marketing campaign, you need to refine your choices. Based on experience, we advise you to prioritize collaborating with established influencers. Why? It's simple. Experienced influencers often have a strong reputation in their field of expertise and have built a solid relationship of trust with their audience. They also have an excellent understanding of what works for their followers and can therefore offer authentic, high-quality content.
By choosing influencers who have already worked with brands similar to yours in regions close to your target audience, you can also benefit from their local expertise and cultural understanding. Their established relationships with media outlets and other influencers can also help boost your campaign. Ultimately, working with experienced influencers can significantly increase the effectiveness of your international influencer marketing campaign.
Personalize emails sent to influencers
To succeed in an international influencer marketing campaign, it's also important to personalize the emails you send to influencers when you contact them. Indeed, if you want to collaborate with one of these influencers, it's crucial to cultivate a relationship of trust with them from the very beginning.
Avoid sending a generic message to all selected influencers. Each email should be tailored to the influencer's profile. Personalizing the email shows each influencer that you've taken the time to get to know them before contacting them. This can include references to their content, writing style, or audience. Personalization can also help build trust with the influencer, which can improve the outcome of the collaboration.
Ensure brand consistency when collaborating with influencers
Congratulations, you've launched your first international influencer campaign with your new influencers! But now is where it all begins. Indeed, for the collaboration between the two parties to be truly successful, the brand must ensure that its values remain perfectly aligned with those promoted by each content creator.
Brands also need to work with influencers who share their vision in a whole range of strategic areas, such as the relationship with the environment and sustainable development.
This alignment between the brand and the influencer is crucial for the public to perceive the campaign as authentic and credible. Ultimately, a successful collaboration between a brand and an influencer should appear as a natural partnership. This is yet another good reason for brands to take the time to analyze influencer profiles before engaging in a collaboration with them.
Measuring the results of the international influencer marketing campaign
Measuring results is the final step in the influencer selection process for an international influencer marketing campaign. For a brand, it's simply a matter of confirming or reconsidering its collaboration choices. To do this, it's important to define key performance indicators (KPIs) tailored to your objectives and target audience. The number of likes, comments, shares, and views are commonly used metrics to measure the impact of an influencer campaign. Furthermore, it's essential to pay close attention to customer feedback to gain insights into their perception of the brand and the influencer.
For this analysis, it is recommended to use dedicated tools to evaluate influencer performance, such as engagement rate and conversion rate. By scrutinizing your KPIs, the goal is to demonstrate a real return on investment for your influencer marketing campaign, whether in terms of brand awareness, visibility, and of course, sales.
Conclusion and outlook for the future of international influencer marketing
show recent studies, the future of international influencer marketing is more than promising. Indeed, this type of marketing has become one of the most effective levers for developing a brand on a global scale.
To achieve this goal, brands have recognized the importance of collaborating with international influencers to reach new consumers and adapt to the cultural specificities of each country. By working with international influencers, companies can expand their reach and increase their visibility in emerging markets or regions where they have not yet established their brand. International influencer marketing is also a highly effective strategy for strengthening a company's brand awareness abroad. Furthermore, influencer search platforms have improved significantly, making it possible to identify the most relevant profiles for a successful international influencer campaign.
Do you need support to launch your international influencer marketing campaigns? Contact us !