A successful influencer campaign requires a great deal of listening (to the customer’s needs and objectives), creativity (to develop attractive concepts) and interpersonal skills (to convince influencers). All true, but incomplete… because you also need a lot of data! Especially when it comes to sourcing influencers. That’s why we’ve chosen to team up with a technology partner who’s an expert in the field: Kolsquare.
Over the past five years, Effinity has developed recognized expertise in influencer marketing, with customer references including Becquet, Orange Business, Homair Vacances and Prismashop. With this partnership, we’re further strengthening the effectiveness and impact of our influencer campaigns!
If you’d like to know the key figures and sector analyses for influencer marketing, read our article on the Influence Barometer.
Why use influencers in your marketing strategy?
Before even talking about selection, it’s useful to remember why you should use influencers as part of your communication strategy. Their ability to engage a targeted audience, create a close bond and generate trust makes them highly effective partners for spreading your messages. They have become powerful prescription levers, far more credible and influential than traditional advertising with certain target audiences.
Why partner with Kolsquare?
Kolsquare is a SaaS platform that functions as a database integrating accurate, measurable information from thousands of cross-platform opinion leaders. It’s also an independent French company, founded in 2018, expanding its model across Europe and the world, with a commitment to promoting ethical online behavior. So many reasons (and a few more that you’ll discover below), which make sense of the partnership between Kolsquare and Effinity. A partnership based on shared objectives and common values.
Why is data important in influencer sourcing?
When designing a customized influencer strategy, based on each customer’s objectives and targets, the selection of influencers is of paramount importance to the success of the campaigns.
Choosing the right influencers requires numerous indicators, both quantitative and qualitative. And with the multiplication of influence media and the number of influencers, this task is becoming increasingly complex. Influencer sourcing has become a profession in its own right.
Our partnership with Kolsquare provides us with invaluable information that enables us to offer our customers relevant selections that meet their expectations and effectively reach their target audiences.
A dedicated influencer sourcing tool
Kolsquare facilitates the sourcing of our influencer campaigns by providing us with a comprehensive database of influencers and highly advanced technology for making selections. The platform enables us to :
- list all influencers with more than 5K followers, in 180 countries, on the following social networks: Instagram, TikTok, Facebook, Youtube, X (formerly Twitter) and Snapchat.
- over 100 filters for analyzing profiles and audiences, in particular for selecting responsible influencers who hold certifications such as ARPP’s Certificat d’Influence Responsable and who comply with current legislation.
- benefit from a comprehensive search engine by keywords, mentions, hashtags, emoji, etc., and even in various languages.
- access a wealth of information on influencers (biography, profession, location, language, interests, etc.), their content over the last 18 months, their statistics (performance, audience, engagement rate, etc.), and their audiences (credibility rate, location, age, gender, interests, etc.).
Thanks to all these functionalities, our searches are faster and more personalized, offering our customers a wider range of profiles corresponding to our recommendations. What’s more, it allows Effinity’s Influence teams to devote the time they need to campaign design, implementation and results analysis, to identify areas for improvement in future campaigns.
A proven methodology: creativity, commitment and relevance
This partnership with Kolsquare enables our experts to focus on the most creative aspects of the campaign: defining a storytelling, adjusting messages, choosing the right formats. And above all, maintaining a qualitative relationship with influencers at every stage of the project.
But you still need to know how to work with influencers effectively. It all starts with a clear brief, setting out objectives, expected tone, products to be promoted and deliverables. Then comes the contact stage. If you’re wondering what message to send to an influencer to approach them with relevance, you need to focus on personalization and transparency. Today’s highly sought-after content creators expect serious, authentic proposals aligned with their universe.
The importance of ethics: working with responsible influencers
Another key issue is compliance and ethics. At a time when public authorities are stepping up their calls for transparency in paid partnerships, brands need to be sure they are working with designers who respect good practice. Hence the importance of choosing responsible influencerscapable of engaging in an honest relationship with their audience. Effinity values influencers who inform themselves and behave professionally, especially those who have passed the certification exam provided by the authorities.
Relevant sourcing for all verticals
Thanks to Kolsquare, Effinity can identify profiles in a wide range of sectors: lifestyle, sports, food, gaming, parenting, as well as more specific fields such as healthcare or B2B. From ultra-influential profiles to niche micro-influences, we find the most relevant partners according to brand objectives and budget.
Looking beyond BtoC
While BtoC campaigns remain in the majority, we also develop influencer strategies for BtoB customers or those wishing to expand internationally. In these cases, the approach is different: we often need to work with recognized experts, opinion leaders or niche influencers. Our strength lies precisely in our ability to combine different areas of expertise (influencer, BtoB, export) to create high value-added campaigns.
Need help launching your influencer strategy? Call on an influencer marketing agency like Effinity to structure your campaigns and reach your objectives with reliable, committed partners who are perfectly aligned with your brand DNA.
If there was only one thing to remember?
Effinity’s influencer platform , combined with Kolsquare’s advanced technology, provides the best influencer profiles to design creative, high-quality and highly effective influencer campaigns!
