UNDER THE INFLUENCE (PART 2/5)

INFLUENCERS ARE NOT AS RELEVANT AS THEIR AUDIENCE. SEARCH BY AUDIENCE, NOT INFLUENCER. (You need some machine learning tools for that).

Sounds weird right? But what is it you are trying to do? Reach an audience. So when you start this process, search by audience psychographic first.

Don’t obsess over @mrscandybuns (I made that up) start with your multiple customer and psychographic clusters and search for Influencers whose followers fit those.

Then start looking at the Influencers this kind of search returns and choose those that best fit your brand values, or whatever metric is most important.

Here’s a cut from a great machine learning tool that helps you search by audience. It’s the best way to start searching.

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Under the Influence is written by Dudley Nevill-Spencer, Head of Strategy and Innovation at Live & Breathe.

Stay tuned for part 3/5, or get in touch for the full report.

harry.hembrow@liveandbreathe.co.uk