It is very common for a brand with a limited marketing budget to see investing in their brand strategy as a main business priority over direct response activity. But in a world where we are constantly bombarded with ‘targeted’ sales ads from brands, we are starting to tune out. Influencer Marketing is becoming increasingly popular, with brands reaching out to key Instagrammers, and Bloggers to help promote their products and/or services is a more native environment. When a key that we follow tells us about an amazing new product they just tried, we are more inclined to pay attention. It is this kind of native content that we appreciate as we genuinely value product recommendations from our peers. We want brands to inspire and engage with us. We need the story behind the brand to feel an emotional connection to the product. Sales messages alone are just not enough. Influencer Marketing strategies are helping generate steady sales for many brands, with 71% of consumers admitting they are more likely to make a purchase based on a referral they have seen on social media. Top Tips for Choosing the Right Social Influencer for Your Brand Firstly, have your key audience in mind – who are the people that would most want and need your product or service? Are they teenage girls, working mums, mad sports fans, music lovers…? Once you have a clear audience in mind, you can begin your search for the right advocate for your brand. You may already have someone in mind, or this may be a completely new avenue. It may be that you choose to have them as an overall key influencer on a long term basis, or just bring them in to help promote or review a particular product. It can be a difficult process trying to find the right match for your brand and ensuring the influencer’s audience is the right fit. Working closely with an can help you to shortlist advocates from their already established influencer contacts and reach out to them on your behalf and negotiate suitable terms.