How to Find Influencers to Promote Product Launches (Without Getting Ghosted)

Each product launch is a make-or-break second for CPG manufacturers.

And pouring numerous hours into launch-day promotions that fall flat is a marketer’s worst nightmare.

That’s a part of why discovering influencers for product launches makes good sense. 

With 100s of creators selling your newest choices, you stand to interrupt by means of the noise on social media regardless of crowded competitors.

To not point out maximize word-of-mouth earlier than, throughout and after your launch.

That’s why you want a plan for learn how to discover influencers for launches long-term and construct an always-on technique.

And this put up breaks down how you are able to do precisely that!

5 of the Greatest Methods to Discover Influencers to Promote Product Launches 

We get it: discovering influencers to your model is daunting.

That is true even while you’re not up in opposition to launch-day deadlines. 

Whether or not you’re introducing one thing subsequent month or subsequent yr, scrambling for creators for each new product is a no-go. Constructing relationships with creators long-term not solely leads to higher content material but additionally means huge time saved to your subsequent marketing campaign.

And so the extra choices and alternatives it’s a must to recruit creators long-term, the higher.

Under we dig into 5 methods to seek out influencers to your product launch.

1. Begin Your Influencer Search by Taking a look at Collaboration Hashtags (#PR, #Gifted, #Unboxing and #Advert)

Provided that creators should disclose their model partnerships with all these tags, that is the proper place to seek out influencers with out an excessive amount of digging.

By default, you’ll largely slim your search to creators who…

• Have a confirmed observe report of collaborating with manufacturers (and know the ins and outs of publishing sponsored content material)
• Primarily put up content material associated to manufacturers (reminiscent of critiques and unboxings)

To hurry up the method of discovering influencers, contemplate coupling these collab hashtags with industry-specific hashtags and key phrases as nicely. For instance, a magnificence model may search Instagram hashtags like #advert or #gifted together with #makeupartist, #mua or #beautycreator. 

You too can do a common social media key phrase search by combining phrases like “gifted” together with your product sort. This can enable you to discover creators selling merchandise much like yours and a audience resembling your personal.

And as a bonus, looking these tags is truthful recreation for discovering influencers on Instagram and TikTok.

2. Use Search Filters and Key phrase Phrases to Discover Micro-Influencers  You May Miss

Don’t underestimate the facility of the search bar.

Whereas this tactic isn’t as efficient on Instagram, native search filters make it a lot simpler to zero in on micro-influencers on TikTok. These creators are in any other case robust to identify “within the wild.”

For starters, merely search just a few related industry-related phrases on TikTok. 

Then, take your broad search and brainstorm how one can slim it all the way down to one thing extra area of interest. 

Right here’s an instance of “niching down” your influencer search phrases:

“Self tanner” > “finest self tanner” > “finest self tanner evaluate”

The extra granular your phrases get, the extra focused your outcomes. That is necessary for product launches as you’ll wish to faucet into particular communities to construct phrase of mouth and consciousness versus extra “common” influencers.

With TikTok, you may dig even deeper through the use of the app’s native search filters to seek out micro and nano-influencers primarily based on their account dimension. This helps you discover influencers with particular follower counts to forged a wider internet throughout your launch.

We’ve discovered that creators with a follower rely someplace between 10,000 and 100,000 symbolize the candy spot by way of attain and engagement. Creators of this dimension have constructed up significant audiences that also hold on their suggestions.

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Having a mixture of several types of influencers by way of dimension and attain is a brilliant transfer for manufacturers, particularly throughout a product launch. The factor is, micro-influencers are cheaper at scale and might introduce your model to new audiences ASAP.

3. As a substitute of Discovering Influencers Your self, Encourage Them to Come to You

Model-creator collaborations shouldn’t be one-sided. 

And so the invention course of doesn’t need to be all in your plate, both.

Not solely are you able to hunt down influencers to your product launch however savvy manufacturers have discovered methods to draw model advocates to them.

Affiliate and ambassador applications are a confirmed possibility to show your model into an influencer magnet.  For instance, Kara Magnificence does this nicely with a PR sign-up listing for potential influencers. 

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In fact, these applications are a ton of legwork to take care of, not to mention construct from scratch. That mentioned, you may doubtlessly foster a group of creators on standby while you’re able to launch.

Nevertheless, there are some trade-offs. When you don’t have to seek out influencers for these applications your self, you’re nonetheless on the hook for vetting them and getting merchandise of their arms. To not point out double-checking that they’re assembly their posting necessities and never simply freebie-hunters.

The time dedication concerned with sustaining the sort of group mixed with common product launches is usually an excessive amount of for advertising and marketing groups to deal with themselves.  That’s why manufacturers flip to micro-influencer platforms like Statusphere with present relationships with 10,000s of vetted creators.

4. Recruit Glad Prospects to Be Your Model’s Influencers

Ask your self: who’re your model’s largest cheerleaders?

You already know, the repeat clients and individuals who at all times remark in your content material. These are prime candidates to turn out to be influencers to your model.

Your pack of influencers is likely to be proper below your nostril. To seek out your fan membership, dig into the next:

• @Mentions on social media
• Branded hashtags (#[yourcompanyname])
• Social media feedback
• Third-party websites that function your model or merchandise
• DMs and emails for collab requests

Belief us: these are a wealth of ambassadors simply ready for his or her call-up! Beginning with glad clients is a good way to avoid wasting time and never comb by means of 1000’s of creators.

Listed here are just a few extra upsides of discovering influencers who’ve bought from you up to now:

• They’re intimately accustomed to your product (and know what’s necessary to name out)
• They like and belief you in order that they’re extra keen to work with you
• Their posts usually tend to be genuine

The entire above are particularly necessary for product launches. As a substitute of spending a ton of time second-guessing or educating these creators about your model, they’ve already obtained all of it discovered as a result of they know you.

Nonetheless, don’t overlook to audit their profiles to verify they’ve the precise vibe and engagement. In the event that they cross the vibe examine, shoot them a TikTok DM or outreach message on Instagram.

5. Match with Related Creators with an Influencer Advertising and marketing Platform 

In case you’re uninterested in determining learn how to discover creators to your model, we get it.

Increasingly more manufacturers are outsourcing the method of each discovering creators and establishing communities for a purpose. That’s why investing in a platform to seek out influencers is a pure subsequent step for groups who’re completely overwhelmed.

To wrap issues up, listed below are just a few influencer search instruments and platforms to assist:

• The TikTok Creator Market is a straightforward and search-friendly strategy to companion with TikTok’s permitted creators. Nevertheless, this market is extra fitted to manufacturers working with larger influencers one-on-one.
• Third-party Influencer databases present lists of influencers on Instagram and TikTok. The factor is, one of many largest cons of influencer databases is the truth that you’re nonetheless liable for many of the legwork associated to influencer administration. This consists of outreach, vetting and extra.
• Scalable influencer advertising and marketing platforms remove the legwork of handbook looking. For instance, Statusphere immediately matches manufacturers with related creators primarily based on 250+ first-party knowledge factors. Quite than fear about the place to seek out influencers, we assist manufacturers obtain assured content material and supply to automate the entire most tedious elements of working a creator marketing campaign.

Why You Can’t Appear to Discover Related Influencers (or Preserve Them Round) 

Discovering influencers and collaborating with influencers are two various things.

We frequently discuss to manufacturers that don’t have any scarcity of potential influencers to companion with. Nevertheless, as soon as the ball appears to get rolling they get radio silence.

DMs go darkish. Posts by no means get made. Influencer kits are by no means seen once more.

What provides? Listed here are the commonest the explanation why creators ghost manufacturers primarily based on what we’ve seen firsthand:

• You merely don’t have the time or bandwidth for influencer relations and marketing campaign administration. Once you’re working with greater than a handful of influencers, the method shortly snowballs right into a full-time job. Much more so when you’re launching new merchandise and must help an always-on influencer advertising and marketing technique.
• You must step up your worth alternate. In case you’re “providing” creators a free $25 product however a novel-length influencer temporary, you may’t be shocked once they go quiet on you.
• You’re treating your creators like they’re one-size-fits-all. This is among the largest causes that influencers cease answering your messages proper earlier than a collaboration kicks off. In case you’re sending everybody the identical merchandise or copy-and-pasted messages, you’re not precisely creating an ideal influencer expertise.

Easy methods to Discover Influencers for Ongoing Product Launches (Who Received’t Ghost You!)

Discovering influencers is step one to working a creator marketing campaign however is likewise one of the crucial difficult and irritating throughout a product launch.

As a result of for manufacturers launching merchandise, it’s not simply concerning the discovery course of. 

There’s additionally managing the connection and getting merchandise into their arms. To not point out educating creators and bettering your influencer posting fee.

Once you’re doing this to the tune of 100+ creators on a constant foundation, it’s lots.

That’s the place Statusphere’s micro-influencer advertising and marketing platform may help.

Our software program streamlines busy manufacturers’ influencer advertising and marketing campaigns from A to Z. Quite than discovering influencers your self, our platform matches you with vetted creators to get UGC at scale. We get tremendous granular by matching your model with creators utilizing 250+ first-party knowledge factors.

And with Statusphere, you don’t need to do any of the heavy lifting relating to monitoring efficiency, fulfilling orders or gathering content material.

Need to study extra about how our platform works? Get in contact with considered one of our consultants to see how we are able to scale your influencer advertising and marketing efforts in a fraction of the time.