How to Find the Right Influencers for Your Business on Twitter

Brandon Brown

Brandon Brown

Globally, Twitter has 335 million monthly active users. This number can surely be lucrative for a brand that’s considering social media marketing. When it comes to social media, no marketing tactic is as sophisticated as influencer marketing.

But finding the right influencers for your brand is a challenge. With experience, you’ll realize that a huge number of followers are nothing if they are not relevant to your brand. And sometimes the number of followers is not always real.

There are many companies that sell fake followers in the form of bots and fake accounts. They even have different packages based on the number of followers. Here is an example of one of those packages.

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Therefore, there is no doubt that it can be difficult to find the right influencers. You need to be really methodical and go step by step while performing this task. Below are a few steps you can follow:

Determine the Objective

The first inevitable question that you should have an answer for is why do you want to do an influencer marketing campaign?

Is it for brand awareness, lead generation, sales, or just reputation building? Or perhaps you want to increase your followers or improve your thought leadership? Whatever your goal is, you have to find influencers accordingly.

If your campaign goal is only to drive brand awareness, you can get several macro and micro-influencers on board. You may exchange products or services in return for them promoting your product or service.

If your goal is sales, you may have to go deeper into the influencers’ profiles to analyze their interactions with their followers to understand who you should choose.

Determine Influencer Type

Once you have set your goal, you need to select the type of influencers you want. Every influencer has a specific interest zone or specialization. Influencers who cater to different interests and niches are rare.

There are different types of influencers:

1. Thought Leaders: Thought leaders are new thinkers with new perspectives and are, of course, knowledgeable. People turn to them for new ideas and follow their advice. CEOs and founders of companies, at times, become thought leaders.

2. Celebrities: There are plenty of celebrities on Twitter who have fans offline and followers online. They normally become brand ambassadors.

3. Experts: Experts are highly knowledgeable in their fields. They could be doctors, nutritionists fitness specialists, or even artists.

4. Networkers: They may not be experts in any one field but they are super social and have a great network. They are passionate in certain niches and may lead conversations on relevant topics.

5. Your Most Loyal Customers: You can also search through your own CRM. You may find influencers in your customer list. Some of them may already be talking about you.

Select your influencer type depending on your campaign objectives.

Search Twitter

40% of Twitter users say that their purchase decisions are a direct result of a tweet from an influencer. Therefore, start your search on Twitter for influential people on the platform.

Keep a few points in mind while searching. One is, of course, the type of influencer you are looking for. Second is the relevance to your brand and your values. You can get a fair idea of their relevance from their profiles and content as well as their follower profiles.

Reach and engagement are two major pillars of influencer marketing. Therefore, keep these two factors in mind as well.

You can use hashtags to search on Twitter. The hashtags should be relevant to your brand. Do some keyword research if needed. In the search results, you will get to see the tweets that got the most engagement.

You can go to Twitter Search and use min_retweet: [a number] or min­_faves: [a number] to filter search results.

Visit Chat Rooms

TweetChat is an amazing platform for networking with influencers. If you already know the schedule of the chat, and the hashtag just search for it. If you don’t know that already, there are different sites that can tell you about different chat hashtags and chat schedules, like TweetReports, TWUBS, etc.

Twitter chats are typically hour-long sessions and normally happen once a week at the same time. If you attend a chat regularly, you will see familiar accounts with similar interests and that’s how networking happens.

You may also host your own Twitter chat around a topic related to your niche. This can help you find interested influencers and have casual discussions with them before approaching them about your campaign.

Here is a Twitter chat example, organized by Hootsuite.

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Use the Right Tools

There are a plenty of Twitter tools that can help you find influencers. If you already have a few influencer names in mind, for example, you can try to get more info about them on Twitonomy.

This is a free and useful tool. If you search for a name, you can get details like the number of mentions, retweets, replies, etc. That information can help you gauge the capabilities of an influencer.

Here is the screenshot of the search results when you search for Sam Hurley, an influencer, on Twitonomy.

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You can use Grin’s influencer search feature as well. It has thousands of prospects to choose from with relevant filters. You can also see their content and contact them with verified contact details.

BuzzSumo, the popular content research tool can also help you find the right influencers. You can use filters to narrow down your search. Here you will get information like followers, retweet ratio, domain and page authority, engagement, etc.

Arrange or Attend Events

You can also attend or arrange events and invite potential influencers. You could invite them for your product launch, for example. You can even ask an influencer to host your product launch. However, that will only work if you have already decided on your influencer.

Here is an example for the New York launch of Armani Box, their beauty pop-up, where Camila Coelho was invited as a celebrity guest.

Camila Coelho

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Make your event visually appealing so that influencers automatically get inspired to take pictures and post on their Twitters account. The engagement their posts get could give you an idea of which influencers and audiences are right for your brand.

You can even go one step further and arrange a competition for influencers. The influencer with the most engagement will get the campaign contract. The engagement you will get in this process is a bonus.

You can also attend different influencer marketing events to help build your influencer network. BeautyCon Festivals, Playlist Live, The Social Shake-up, Influence This, and VidCon are among the popular influencer events. Plan in advance for this kind of events as seats are always limited.

Build Long-Term Relationships with Your Influencers

Once you have identified your influencers on Twitter and get them on board, try to maintain long-term relationships with them. For this, you need to make sure that both you and your influencers mutually benefit.

In order to nurture the relationships continuously, you can comment on their posts, and retweet their content. You can even mention them in your posts. A relationship that goes beyond compensation can deliver better results for you.


Brandon Brown

Brandon Brown

Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin Brandon led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America. He is an expert in consumer marketing and has extensive experience working with with the worlds largest brands to reach consumers through influencers, athletes, musicians and artists.

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