How To Run Twitter Influencer Campaign
Have you been hoping to get more targeted followers on your brand’s social media page but nothing seems to be working? Influencer marketing can be the answer to that problem.
According to the Digital 2019 report by ‘ We Are Social’, 3.4 billion people actively use social media, .i.e. 45% of the world’s population in 2019. Inevitably these social media followers look up Twitter influencers on the platform to guide them with their decision-making.
That’s why brands are moving towards influencer marketing as Twitter influencers can create new trends in the market and encourage their followers to buy their products and services. But how to find influencers on Twitter?
You can easily use Twitter to find influencers. If you are ready to hunt one, then this article is for you!
In this article, we will answer all your questions and explore some of the simple ways for how to run a successful influencer marketing campaign on Twitter.
So, let’s start with the basics first!
How To Find Twitter Influencers
What is a Twitter influencer?
A Twitter influencer is an individual or personality who has the ability and power to affect the lifestyle, opinion, and decisions of others through his/her social media presence, authority, knowledge, position, and followers. A Twitter influencer has a distinct niche or domain of expertise, knowledge, or influence where he/she actively engages and brings a significant change.
Twitter influencers are famous personalities who have actively built a reputation in their niche. They maintain a proactive social life by posting regularly on Twitter. Due to their large number of enthusiastic and engaging followers, Twitter influencers can change people’s opinions with their views.
However, the influencers are not merely looked onto as a popular marketing tool but also social media branding and promotion assets. Hence, brands are always eager to collaborate and run marketing campaigns with well-known twitter influencers in their domain to achieve their marketing goals.
Why your brand needs twitter influencers?
According to research conducted by Linqia – The State Of Influencer Marketing– 51% of marketers say that they acquire better customers through influencer marketing. They can generate 2x more sales than the paid advertising method. Also, customers acquired through influencers can reflect 37% of higher customer retention in your business.
Hence, there are many reasons why your brand needs twitter influencers. Let’s check out a few such reasons below:
- Customers usually trust the reviews/feedback of known personality more than words of the brand.
- The content created by Twitter influencers performs much better than any branding content.
- An influencer can maintain an unbiased third-party image to advocate for a brand.
- People find the Twitter influencer’s posts trustworthy over the brand’s marketing campaign.
- Influencers give your brand access to a larger and loyal audience segment that can bring high engagement.
- They are capable of driving the customer towards the brand and get higher traffic.
- Influencers build brand awareness in a passive way that shows better results.
- Twitter influencers practice a direct form of advertising where they speak directly to the audience.
The list mentioned above is by no means exhaustive. But it gives you a broad idea of why you need to find Twitter influencers for your brand.
Why is hashtag important in branding and finding influencers?
A hashtag is nothing but a single word or keyword phrase preceded by a hash. It’s used below or within the post on social media platforms to help those interested in your niche or domain find it easily. Hence, by using precise hashtags, Twitter influencers reach out to the right audience and followers to promote your products and services in targeted locations, demographics, and interests.
Twitter algorithms use hashtags to find relevant posts for the users when they add specific hashtags in their preferences. Hashtags allow social media algorithms to segregate the massive pile of online content for a particular user. This might sound too simple and obvious, but that’s the whole point!
You might have used hashtags for many of your Twitter posts to increase twitter reach, but now you know the algorithm.
For, e.g., If an influencer posts a picture of a flower on Twitter for marketing, he will use hashtags like #flower #flowerstagram, #flowerphotography, etc. This approach will allow him to reach out and connect with users who are interested in flowers.
You can check this blog about using hashtags on Twitter as well
How to identify influencers on Twitter?
Many businesses need a Twitter influencer to bring brand awareness to their business. Hashtags can play a very significant role in finding influencers on Twitter.
Let’s understand how to find Twitter influencers on Twitter.
#1. Twitter Search
If you are using keywords like # influencer or #twitterinfluencer and start searching, you will most likely get hundreds of results where a hundred or so brands are trying to claim the same title. That is not something that you would want to happen. So how do you find the influencers using hashtags on Twitter?
Use the Twitter search bar at the top of the page to enter relevant and precise hashtags. You need to search for the most targeting hashtags relating to the type of influencer you are searching for. Type those hashtags in the search bar and start your search.
For, e.g., Using the #samsungunpacker Twitter hashtag, you can identify influencers who talk about Samsung, .i.e. phone companies.
You’ll see the series of timelines of different tweets for any particular hashtag. The Twitter algorithm works to display the top search results by default. However, you can also sort the hashtags by adding filters such as the latest Tweets, people, photos, videos, etc.
You can find relevant hashtags for the influencer, scroll through the list and find the most impressive influencers in your business domain.
You can also look up industry-specific phrases and keywords that will show up in people’s profiles, bios, and search old tweets. This should give you a better idea of who is talking about your market and how influential they are on Twitter.
If you are looking for twitter search history for these hashtags socialert report can help as well.
#2. Twitter influencers search using hashtag analysis
When you search hashtags on Twitter you can find influencers but it is not possible to find twitter impressions and decide which influencer would be right for your brand.
In such cases, you can use hashtag analytics tools like socialert which can analyze
#1. Branded hashtag campaign of competitors
#2. Generic hashtags of your industry like #marketingtwitter
#3. Track tweet chat hashtags of your domain
#4. Find Twitter influencers by topic and keyword analysis
By analyzing such hashtags and topics, you can find influencer ranking and impressions generated by them.
#3.How to find top Twitter influencers using account tracking
If you know your direct competitors there is a high possibility, they hire twitter influencers to promote their brand.
Such twitter influencers generally
- Retweet their tweets.
- Brands retweet tweets of influencers (tweet about the brand).
- An influencer is a top follower of the brand mentioning them in tweets.
If you find and analyze competitor Twitter accounts as well influencer Twitter account of your domain you would certainly find users who are most retweeted, most mentioned in the tweets
You can also download Twitter followers in excel using socialert to find a Twitter influencer who might be the right fit for your brand.
The above 3 techniques are good enough to find Twitter influencers who can be of help to your brand.
How to find Twitter influencers in your industry?
First of all, you need to build a complete list of Twitter influencers you might think will be a good fit for your brand. Then you can use some key indicator metrics to check the influencer’s presence on Twitter, such as follower’s engagement, tweets, retweets, and likes. Also, you can scan through their profile to analyze the popularity of the influencer.
Based on the above checks, you can lower down your list to a few impressive twitter influencers. Now to make the right decision on your influencer selection, try to answer the following questions:
- What is the age and location of the influencer?
- What methods are they using for posting?
- How active are they on social media?
- What are the influencer’s followers count?
- How much twitter engagement are they able to grab?
- Do they have any experience in your line of business?
Answer all these questions for the shortlisted influencer and find the correct influencers who will target your audience and promote your brand.
How to reach out to Twitter influencers?
A further important consideration in the search for Twitter influencers for your brand is how to get in touch with them. Do you have a dedicated channel for discussing with influencers? If not, use Twitter to list and connect with influencers you want to initiate talk with.
Another idea is to use an influencer marketing network. These networks will provide you with a list of people with whom you can chat, which can prove helpful in terms of getting the word out about your brand’s willingness to get engaged with an influencer.
To maximize your results, try joining other Twitter communities and exchanging links with other people. Find people with similar interests and ask them to exchange links with you so that both of you can benefit from a mutual interest.
How to measure the impressions of an influencer in a hashtag campaign?
You cannot analyze every hashtag campaign post of your shortlisted influencer manually. That’s when Socialert comes to the rescue! This hashtag tracking and analytics tool will help you track all tweets and posts of a specific hashtag.
You can easily measure the following influencer metrics
- Influencer reach and impressions.
- track influencer performance in terms of retweet, tweets, replies
- track influencer engagement with the brand audience
- track influencer followers
This hashtag analytics platform will provide you with all the vital results in a twitter graphic and numerical format regarding post likes, users, comments, and engagement for a given hashtag of the influencer. Now, you can easily track the influencer’s top-performing posts based on their reach, likes, engagement, and the number of followers.
Using the right tool to get concrete data for measuring influencer’s results will give you an edge to make the right decision for your brand marketing.
How to Run a Twitter Influencer Campaign
Contact and connect with the twitter influencer
Just as brands are conscious about their image, influencers are too. While it might seem effortless, but most influencers spend a lot of time thinking about what kind of content should go on their profile and what shouldn’t. That is why, when it comes to sponsorship, most popular influencers are very critical and they don’t jump at every opportunity that comes their way.
So, as a brand, your first goal should be to connect with the influencer and let them know that you like their content. You could also send gifts/free services to the influencer initially without asking anything in return, which will obviously make the influencers feel great about your brand.
For instance, Asus India sends festival greetings to a number of influencers with a small greeting card. There is no campaign hashtag in the cards and the brand also doesn’t just urge users to share it on social media, but of course, seeing Asus’s great gesture, many influencers took to Twitter to share the gift pack.
Make them a win-win offer which they can’t refuse
Connecting with influencers is one thing but convincing them to be a part of a Twitter influencer campaign is a whole different story. You first have to persuade the influencer that your brand is a great and relevant match for their followers, and then, of course, decide on the campaign budget.
But instead of deciding a fixed payout, offer the influencer free products or services from your brand. More often than not, influencers will agree to work with you in exchange for free stuff, though you have to know to offer them the ‘right’ amount of free stuff.
If their expert domain is the same as your company products or services, then they will be more than happy to take the free stuff, test out the quality and get familiar with it.
Asus India also sent its newly launched mobile phone Zenfone Max to a number of influencers and asked them to tweet out a picture of the phone with the hashtag #LiveUnplugged at a specific time. With a free smartphone on the table, influencers did not ask for any monetary benefits along with it.
Start your new Twitter campaign with Influencers
Determine the type of campaign
Before going forward, decide the main goal of your Twitter influencer campaign. This has to be done to make sure all your efforts to connect with an influencer and get them to talk about your brand don’t go in vain.
For instance, if your main goal is to drive sales on your website, then creating a campaign where the Twitter influencers ask their followers to RT a tweet mentioning your brand wouldn’t really help, even if it drives your engagement.
The better way to go would be to ask the influencer to talk about a certain product and provide a link where their followers can buy that product.
Here are some goals you can set up for your influencer marketing campaign:
#A. Drive traffic to your website
If your main goal is to drive traffic to your brand’s website or a certain URL, then create a campaign that only focuses on the link. Of course, there should be a hashtag along with it that would make it easy for you to listen and analyze tweets about the campaign.
For instance, Boomerang a classic cartoon streaming service for kids collaborated with parent bloggers and influencers and asked them to tweet out the link to their streaming service. If you notice carefully you will see that the influencers did not even tag the brand and only used a hashtag with the link.
#B. Increase engagement with comments and retweets
If your engagement rate has gone depressingly low, then collaborating with a Twitter influencer can serve as a breath of fresh air for your Twitter page. But you have to remember that Twitter users aren’t ready to retweet just about anything unlike what users do on Facebook with the ‘like’ button.
The smart way to do this would be give a leverage to the influencer’s followers – Something that will make them want to retweet.
For instance, this twitter influencer asked its follower to RT ‘if’ they were excited about the event.
Though the best way to get more retweets or comments is by organizing a sweepstake, where the users stand a chance to win something when they RT a tweet or follow a certain account.
This is exactly what Reliant Energy did. They collaborated with House of Houston and offered free James Harden jerseys. To be eligible to win, users had to RT the tweet and follow Reliant Energy’s Twitter page.
#C. Gain more app users
If your main goal is to gain more users for your app, then you not only need to provide the right link but you also have to provide a reason for people to use the app.
For instance, Smule in partnership with LG collaborated with Nick Jonas for a sing-along contest. In return, winners would get LG phones and one grand winner will get to meet Nick Jonas. To be eligible for the contest, users had to download the Smule app and sing along to a song.
#D. More sales on your eCommerce website
The best way to increase sales on your eCommerce website is by offering discounts and coupon codes. You can choose to provide each influencer with a customized coupon code for their followers or a common gift card for everyone.
Best Buy, for instance, collaborated with a number of influencers for their new Samsung S8 campaign and lured in users by providing different offers. If you will notice carefully, you will find that every influencer showcased a different offer and the same picture of S8.
Come up with a unique and relevant hashtag
With a unique hashtag for the influencer marketing campaigns, it becomes easy to track the campaign and see how the influencer’s followers are responding to it.
You are also able to see the impressions and engagement that the hashtag has received as a whole. This is especially helpful when you are collaborating with a number of influencers at the same time.
The hashtag picked should not just be relevant to your brand, but it should be relevant to the campaign that you are trying to push and your motive behind it.
For instance, Garden Lights, a brand that sells vegan, low calorie, and gluten-free food products used the hashtag #HookedonVeggies and connected with a number of food and parent bloggers to showcase their vegan desserts. All the influencer tweets tagged the brand’s Twitter page and added a link to the brand’s About us page as well.
In just 4 days (from April 25th to 28th), the hashtag has been used by more than 250 users and has been seen by more than 5.8 million users.
Similarly, Häagen Dazs, the ice cream company also recently launched a hashtag campaign called #JOURNEYTOÄAH. The idea was to let the followers know about the newly launched ice cream flavours.
With 181 users using the hashtag, it has been seen by over 4 million users.
How To Use Hashtags: Here is an excellent post about how to use hashtags on Social Media Marketing
Decide who will create the content
This is a very important point that is often neglected by campaign managers. While some brands might want to go out of their way and tell the influencers exactly what they should post, it might not sit well with influencers.
Also, it might come off as blatant advertising when the influencer’s followers read the post. To add a personal touch, it’s better to give the influencer:
- an outline
- Some idea about the message you are trying to get across
- Basic requirements like the link and hashtag they need to add
You can also ask them to send the tweet for a final review before it is posted.
Most companies ignore the FTC compliance rules, but that is one of the biggest mistakes you can make. According to FTC, if an influencer is being compensated by a brand in any form, then they have to mention that explicitly.
This can be done by putting a #ad in the tweet. In fact, if you scroll up, you will notice that all the tweets added above have the hashtag #ad.
The FTC works under US jurisdiction. But even if your company is located outside the US, it is always better to follow FTC compliance if you have any business in any form in the US or you plan to do business in the US in future.
Track campaign hashtag
Track the results for the campaign hashtag
Now that your campaign is live on Twitter, it’s time to track the results to see how the campaign did with the influencer’s followers and how it impacted your brand. If you have used a unique hashtag for the campaign, then the best way would be to use a hashtag tracking tool to track the Twitter influencer campaign.
As the internet creates more online celebrities, influencer marketing efforts will only increase by brands around the world. The best way to make your campaign a success is to select your influencer carefully and after much-needed research, and let them create content for the campaign with a little input from your end.