Millennials are a different tribe. Born between 1981 and 1996, millennials are the most hands-on generation with technology. They grew up with internet and Facebook. Being digital natives, they are savvy, and equipped with the inherent knowledge of the nuances of digital marketing and advertising.
Millennials have a very active presence on social networks. They are eager to consume interesting content. And they are on the cusp of their highest earning potential.
Many millennial influencers are shaping and defining the way other millennial consumers interact with consumer brands. And this is what makes them irresistible to brands. Brands are eager to partner with them for promotions
Millennials connect with brands differently. A brilliantly executed marketing campaign on TV and print will, in all probability, fail to reach them. This is mainly because they are not paying attention to traditional media. Brands and businesses need to talk with them, not at them.
In 2018, 76.8 million millennials in the US accessed social networking services. Brands are aware of the power and value millennial social media influencers add to their narratives. And so, they are often keen to get them onboard. The most important factor, however, is to find the right ones.
Who are the Right Millennial Influencers?
You need to zero in on the millennial influencers who will be able to present your brand in a positive light to their followers. You need them to connect with other millennials.
People prefer to engage more with real people associated with the brand compared to the official brand. That is where millennial influencers fit in.
They can share their opinions about your brand and your products or services. You must, however, screen them based on a few factors given below.
The millennial influencers you partner with should be from your industry. They need to have the right kind of followers. You need to be sure that your influencer marketing campaign will reach the right audience.
You are basically trying to leverage the clout of the influencers for your brand. Therefore, it is important to ensure that the influencers are relevant.
Image Via Instagram
Kiersten Rich is a millennial influencer who travels the world. She collaborates with brands that relate to vacation homes, tourism companies, and others in the travel niche.
You also need to make sure the influencers you choose have an engaged community around them. Their followers should actually engage with the influencers and vice-versa.
The influencers should be able to convince them to take an action - whether it is visiting a website or clicking on a link. Check the influencers’ profiles and find out the amount of likes, shares, and comments they get and respond to.
3. Frequency of Posts
How frequently do the influencers post on social media? You need to pay close attention to this aspect of the influencers you are vetting.
When you plan to execute your influencer campaigns, you need to make sure that the influencer will be able to follow a posting schedule.
If an influencer publishes too many posts in a short period of time, they can dilute the impact of the branded posts. If they are too laid back, and don’t post on a regular basis, that too impacts your campaign negatively.
4. Understanding of the Goals
Influencers impact a brand’s success. So there must be a clear understanding of the goals you want to accomplish. You and your influencers must be on the same page. You both need to understand the strategies and be clear on the campaign expectations.
Have realistic goals and choose the right influencers who will be able to help you achieve those goals.
An influencer on Twitter, for example, may not be able to help you with your SEO rankings. A local blogger with a high Domain Authority website may be a better fit for your campaign if SEO is your main goal.
Realistic goals may include an increase in traffic, social shares, sales, conversions, visibility, etc.
5. Previous Experience of Collaboration
This is not a necessity when choosing your influencers. But if they have prior experience of working with brands, they are aware of the processes and the requirements. Then it becomes easier to collaborate with them.
It also means that their followers are used to brand collaborations and trusts them to associate with good brands. And their followers are less likely to be turned off by brand promotions on their feeds.
How to Find Millennial Influencers
Millennials love social media and platforms like Instagram and Snapchat have become a form of natural habitat for them.
40% of millennial women say that Instagram is the best platform to reach them. The level of engagement between millennials and brands is really high on Instagram. Instagram has also been supporting businesses with their new features.
There are several ways by which you can find millennial influencers.
1. Search Your Audience
The first thing you can do to find millennial influencers is to search your own backyard. Go through the list of your followers and scout for profiles that seem promising.
Watch your engagement on your posts and Instagram and Facebook Stories. See if there are followers who engage with you regularly. They could already be using and raving about your products and services. It would be easier to collaborate with them.
2. Use Google
Google can also help you find influencers. All you have to do is enter the name of the site you want to find influencer on, (Facebook, Instagram, etc.) and your niche. It will have the most relevant results ready for you in seconds. You can then go through the profiles.
Image Via Google
If you want to search for fitness influencers on instagram, you need to put in the right keywords as shown in the image above. Put the site’s name and then add “fitness.” You can find fitness influencers on Twitter too with this method.
Although this is a very easy way to find the right influencers, it can be very time consuming.
3. Hashtag Research
You can also find millennial influencers with the help of hashtag research. First create a list of hashtags that are relevant to your niche. On Instagram you can use the feature of Instagram discovery.
Then search for profiles that use those hashtags. You can then connect with them with your offer of collaboration.
4. Check out Your Competitors’ Accounts
When searching for millennial influencers, you can search your competitors’ accounts and see if they have millennial influencers on board. You can find out which influencers your competitors have been collaborating with.
Search for people who tag your competitors in their posts. You can check their follower list to find influencers who may want to work with you.
5. Use Tools and Platforms
You can also use different tools to find millennial influencers. Tools like Followerwonk, Deep Social, HYPR, and Grin can help you find influencers using different filters.
You can filter the results by age, audience demographics, follower count, and more. Finding influencers with the help of tools is easy.
Millennial influencers are a valuable and highly sought after segment. Brands want to collaborate with them as they can influence the purchase decisions of their followers.
Millennials form the tip of the the wave of consumerism. They have the money to spend on things they truly value. And they have the potential to spend more as the years go by.
Invest in building relationship with millennials through millennial influencers can be one of the best ways to grow your business.
If you would like to add any tips or insights about millennial influencers, please share them in the comments. We would love to hear from you.
Brian Mechem is COO and Co-Founder of Grin, a software solution for companies who run influencer marketing programs. Grin's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.