Effinity strengthens its influencer sourcing capabilities

In an ever-changing digital landscape, a successful influencer campaign cannot be improvised. It requires mastery of a combination of essential skills: the ability to design high-quality creative devices, to draw up a clear, impactful brief, and to follow up relationships with influencers throughout the process. Effinity’s Influence experts take charge of all these aspects with rigor and enthusiasm.

But beyond creation and management, the success of a campaign depends on one key element: choosing the right influencers. And this is where things get complicated. With the multiplication of media (Instagram, TikTok, YouTube, etc.) and the proliferation of content creators, influencer sourcing has become a profession in its own right. The size of a community is no guarantee of commitment, quality or even consistency with a brand’s values. We need to go further.

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.

Effinity x Meltwater: a partnership for high-precision sourcing

Aware of these challenges, our influencer marketing agency entered into a strategic partnership at the end of 2021 with Meltwater, a global reference in media monitoring. The aim: to refine the detection of the most relevant influencers for each brand, thanks to exclusive and reliable data.

Unlike many platforms that only collect data when the influencer is registered and active on their interface, Meltwater relies on direct partnerships with major social networks. This enables access to robust internal metrics via APIs (Instagram, Facebook, TikTok, etc.).

As a result, Effinity can consult a wide range of indicators for each content creator: engagement rates, as well as detailed audience information (age, gender, location, affinity with certain brands, etc.). This level of granularity enables ultra-precise targeting, with the guarantee of working with influencers who are truly influential in their niche.

A proven methodology: creativity, commitment and relevance

This partnership with Meltwater 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 Meltwater, Effinity can identify profiles in a wide range of sectors: lifestyle, sport, 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.

This diversity can also be seen at professional events such as the salon des influenceurswhere brands and agencies come to discover new trends, meet new talent, and imagine the devices of tomorrow.

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.

Mis à jour le 19 April 2025