How to Make An Influencer Mix for Your Brand

Social media has exponentially expanded how we see the world and how we market products. More and more companies are changing how they advertise their products and one new way they are doing this is influencer marketing. How much more likely are you to buy or use a product if you saw Kylie Jenner, James Charles, or Lily Singh using it? Influencers relate to their audience and they have the added benefit of being pretty niche. Most influencers fit into a certain category or genre that allows their audience to be pretty specialized, which in turn is great for advertisers looking to connect with a specific audience.

To demonstrate how exactly you would go about making an influencer list I put together a scenario to show you guys. Some of you may know about the delicious little donut shop called Stan’s Donuts. Let’s say you were hired to put together a list of influencers for Stan’s Donuts and you were given a budget of $10,000 to compensate the influencers. First you would look up influencers with the biggest reach that fit your company values and image and have an audience that fits your demographic. Stan’s Donuts has stores in Chicago and LA so I wanted to find influencers that live in and have an audience in those cities. I also wanted to extend the audience to New York City since that is the hub of creativity and trends in the United States.

My idea to advertise for Stan’s Donuts is to do a little Pop-Up Shop event in New York and Chicago. It would be hosted by some of the bigger influencers and the others could come and attend, mingle with the customers, and post about the event in different ways on their social platforms. This is a list of the influencers I would use for this, their following, expected compensation, and suggested content.

  1. @eatbychloe
  • Locations: NYC/LA
  • Following: 150k
  • Expected Compensation: $4,000
  • Suggested Content:
    • Host Pop-Up Shop Event
    • Post on Instagram with Tag

2. @chicagofoodauthority

  • Locations: Chicago
  • Following: 237k
  • Expected Compensation: $3,000
  • Suggested Content:
    • Day in the Life Instagram Series about Pop-Up Shop Event
    • Post on Instagram with Tag

3. @sherriesavorsthecity

  • Locations: Chicago
  • Following: 55.5k
  • Expected Compensation: $1,000
  • Suggested Content:
    • Instagram story about Pop-Up Shop Event
    • Post on Instagram with Tag

4. @letmeeatcake

  • Locations: Los Angeles
  • Following: 86.2k
  • Expected Compensation: $1,000
  • Suggested Content:
    • Instagram story about Pop-Up Shop Event
    • Post on Instagram with Tag

5. @tat_ventures

  • Locations: Chicago
  • Following: 29.1k
  • Expected Compensation: $500
  • Suggested Content:
    • Instagram story about Pop-Up Shop Event
    • Post on Instagram with Tag

6.@chasingthetaste

  • Locations: Chicago
  • Following: 6,552
  • Expected Compensation: $500
  • Suggested Content:
    • Post on Instagram with Tag
    • Instagram story series about pop-up shop and favorite donut 

Let me know who your favorite influencer from this list is or who else you would contact!