Influencers have been making waves in the marketing industry over the past couple of years. And Twitter has played a crucial role in many influencer marketing campaigns with top influencers. It’s likely that these Twitter influencer marketing campaigns yielded huge benefits as users have reported experiencing a 5.2 times increase in purchase intent after seeing tweets from both brands and influencers.
Additionally, Twitter has more than 300 million active users on a monthly basis and sees about 500 million tweets in a single day. All of this goes to show that Twitter can be a very good option if you’re wondering which social media platform to choose. It has massive reach and plenty of activity.
But even if you’ve already decided to use it, you still need to make sure your campaign is a success. This requires thorough and strategic planning specifically adapted for a Twitter influencer marketing campaign. In this post, you’ll find the ultimate guide to target Twitter influencers so your campaign yields impressive results.
Define the Ideal Influencer
The first step to targeting Twitter influencers is to be clear about what you need in an influencer. How would you define the perfect influencer for your brand? How many followers should they have and how much engagement should they be able to generate? Which niches should they specialize in? What kind of personality do they maintain and how well do they connect with their fans?
All of these questions can help you in filtering out the best influencers to work with from a list of hundreds of potential influencers. There are several effective ways to define your ideal influencers – by audience, by topic, or by campaign.
1. Defining Ideal Influencer by Audience
Your ideal influencer should be able to have some kind of sway over your target audience. So you should start by looking at your target audience to see which influencers they look up to. Or you can look for influencers whose audience shares the same interests and demographics as your target audience.
2. Defining Ideal Influencer by Topic
Your ideal influencer should be relevant to your industry. This will ensure that even when they talk about your product it will blend perfectly with the content they usually create. So defining them based on the topic they specialize in is also a great idea.
Most influencer marketing tools will help you conduct a search for influencers based on relevant keywords or category, which makes it easier. You just need to think about all the topics your ideal influencers usually talk about.
3. Defining Ideal Influencer by Campaign
And of course, your ideal influencer should be able to help you achieve your campaign goals. If you wish to raise brand awareness, for instance, you’ll need to work with influencers who have significant reach. If you wish to boost your brand image, your ideal influencer should be able to present your brand in a favorable light. And if you wish to drive conversation about your brand, your ideal influencer should also have high engagement rates.
For each of these options, you can come up with a list that will help you define what characteristics your ideal influencer should possess. And you can use this list to select only the most ideal influencers from your search results.
Use the Right Tools to Find Potential Influencers
Now that you have your ideal influencer defined, you should start conducting a search for some of the most relevant influencers for your brand. While you can conduct keyword and hashtag searches using the Twitter search option, it might be a better idea to implement tools that will make your job easier and save you some time. Here are some of the best tools you can use to find potential Twitter influencers for your brand:
If you have to look for influencers based on what type of audience they can engage, HYPR is an excellent option. The tool helps you discover the most relevant influencers for your brand. It gives you insights into important stats such as number of followers and level of engagement.
But in addition to this, it also displays the influencer’s audience demographics. This is crucial for determining whether or not the influencer will have sway over your target audience. You’ll be able to find out details about an influencer’s audience such as age, gender, race/ethnicity, etc.
BuzzSumo is one of the most popular tools for finding Twitter influencers. This is probably because the tool gives you a vast range of options to conduct your search. You can enter a relevant keyword or topic in the search bar and filter your results by type of influencers – bloggers, influencers, companies, journalists, or regular people.
You can also filter the results by language, country, content type, and more. And from the search results you can easily view stats such as page authority, domain authority, follower count, retweet ratio, and more. This will help you discover the kind of impact each influencer can make for your campaign and on your target audience.
The Onalytica Influencer Discovery Software is also an excellent option because it offers comprehensive results and a wide variety of search options. First of all, you can use it to conduct different types of searches such as search by category, search by topic, search by demographic, and search by content.
You can then filter the results based on their influence type, their follower county, their location, and more. But the best part for those who wish to target Twitter influencers is that you can filter the results by social channel. So you can choose to display an only those influencers who have significant impact on Twitter.
Sometimes, the best types of influencers to work with are those who are engaged in conversations highly relevant to your brand and products. And Mention is an excellent tool to help you discover such influencers. You can use the tool to keep track of conversations on Twitter and Instagram as well as across the web.
As a result, the tool will help you discover Twitter influencers who are using your keywords in their tweets. So you it even lets you find Twitter influencers who are already talking about your brand in a positive light. All you need to do is include your brand name among the list of keywords to search. Plus, Mention has an in-built influencer score so you can easily identify the most important influencers for your brand.
And of course, there’s NeoReach which is another highly comprehensive influencer discovery tool. They offer 40 different filters to help make your search easier and more relevant. You can use keywords such as brand mentions and competitor mentions to find highly relevant influencers for your brand.
You can also use social performance such as engagement rate and follower count to filter your search. Or you can also filter your search using audience demographics such as age, gender, brand affinity, location, language, and more. This tool is excellent because in addition to discovering influencers, it also helps you track and manage your campaign through a single dashboard.
Best Practices to Connect with Twitter Influencers
After you’ve narrowed down on some of the most ideal influencers you want to work with on Twitter, it’s time you start connecting with them. But unless you’re absolutely pressed for time, don’t just begin with a cold email. Instead, make the most of Twitter to interact with them first. The idea is to get them to notice you and eventually warm up to you before you can send them an email.
Here are some of the best practices to help you connect with Twitter influencers:
1. Reply to Their Tweets
The first step to interacting with Twitter influencers is by replying to their tweets. Influencers are going to get tons of likes on their tweets so you need to take the bold step of responding to them if you want to be noticed. But don’t reply to just any tweet from the influencer. Instead, look for relevant opportunities such as when the influencer has achieved something or is asking a question.
For example, see how Kiss the Moon, a brand that deals in beauty and wellness products, is replying to a tweet by skin expert Kristy Mawhinney of Skin Insights. The influencer tweeted about how their kitchen was featured in a magazine. And Kiss the Moon replied to her tweet, talking about how much they love her kitchen.
2. Write Something Positive About Them
Another way to get the attention of Twitter influencers is by mentioning them in your tweet. You can talk about their recent achievements or how much you admire them. Maybe you can talk about their latest tweet or share one of their blog posts and mention them. Whatever you do, the tweet should be able to grab their attention and paint them in a positive light.
The idea is to show them that you’re paying attention to them and that you’re rooting for them. At the same time, avoid doing this too much especially if it’s about only one influencer. They might end up finding you annoying or creepy. Try to use this tactic every couple of weeks or when certain influencers in your radar has done something laudable.
Here’s an excellent example from As I Am, a brand that sells products to maintain natural curls. In the following screenshot, you can see that they’re showing their admiration for Alexus Crown, who is a micro-influencer and describes herself as a “naturalista”. This is an excellent way to get her attention and possibly approach her later for a partnership.
3. Ask Them a Relevant Question
You can also start a conversation with Twitter influencers by asking them relevant and interesting questions. But only do this if you find that the influencer is very responsive to fan questions. You can find a list of all the tweets they’ve replied to under the Tweets & Replies section. A highly responsive influencer is likely to be responsive when you ask them a question that’s relevant to them.
For example, British chef and restaurateur Jamie Oliver is a mega influencer in the food industry. He has more than 6.8 million Twitter followers as of writing this post. And if you go through his Tweets & Replies section, you’ll see that he’s very responsive to tweets from his fans. So it would be an excellent idea to ask him a relevant question if he fits the ideal influencer for your brand.
4. Retweet Them
In case you’ve found influencers who are already talking about your brand, show them your appreciation by retweeting their post in which they’ve mentioned you. This will help you form a connection with the influencer. And you’ll also win over your audience by showing them that influential figures are choosing your brand.
Otherwise, you can also use Twitter to share posts created by influencers about your brand on other platforms. Take for example how Glossier shares an Instagram story by Kate Bosworth in which she’s using their product. They’ve tagged her in the caption to make sure she notices.
You now have a clear idea what you should do before you can start working with Twitter influencers. You understand how to find them and then make a shortlist of the most ideal influencers. And you also have a clear idea how you can start approaching them before you begin your campaign.
Now all you have to do is define your goal and start with the tips provided in this guide to execute your Twitter influencer marketing campaign.
The campaigns you execute will all depend on what you need out of the campaign. You can decide on what type of campaign to execute once influencers have started warming up to you. You can choose from a range of campaign options from brand mentions to full-fledged partnerships where you create ads featuring influencers. Got any questions about these tips? Let me know in the comments.