Influencer marketing has become an increasingly popular and effective way for brands to reach their target audiences. Just like other forms of marketing, there are key principles that determine success when working with influencers. These principles are often referred to as the 3 R’s of influencer marketing: Reach, Relevance, and Resonance.
Reach
Reach refers to an influencer’s audience size and composition. When vetting potential influencer partners, brands should look at metrics like:
- Total followers
- Average engagement rates
- Follower demographics
- Content formats
Having a large following size alone doesn’t guarantee effectiveness. The influencer’s followers should align closely with the brand’s target audience. Engagement metrics indicate how well the influencer interacts with and inspires action from their audience. Strong engagement suggests the influencer has cultivated an invested community.
Here is an example data table visualizing hypothetical follower counts and engagement rates for three influencer accounts:
Influencer | Followers | Engagement Rate |
---|---|---|
@fashionista | 450k | 2.5% |
@technerd | 300k | 5% |
@travelblogger | 600k | 3% |
Based on this data, @technerd has the highest engagement rate despite having a smaller following than @travelblogger. For a campaign targeting tech enthusiasts, @technerd may be a better influencer partner choice than @travelblogger despite the smaller reach.
Relevance
Relevance refers to how closely an influencer’s brand image and content align with a brand’s product, messaging, and target audience. Key factors to evaluate include:
- Niche/topics
- Content style
- Values and positioning
- Target audience
For example, an influencer who creates edgy, irreverent content geared towards teens would not be a relevant fit for a conservative, family-friendly brand. But that same influencer may be perfect for a cool streetwear or music brand targeting teenage and young adult audiences.
Here is a table comparing two hypothetical influencers’ relevance for an athletic apparel brand:
Factor | @fitnessfanatic | @girlygirl |
---|---|---|
Niche | Health and fitness | Fashion and beauty |
Content Style | Casual, fun, inspiring | Glamorous, aesthetic, trendy |
Values | Active lifestyle, strength | Beauty, style, luxury |
Target Audience | Athletes, gym-goers | Fashionistas, beauty lovers |
While @girlygirl has a large audience, her content focus and values have low relevance for an athletic brand. @fitnessfanatic is likely the more relevant influencer for a sportswear campaign.
Resonance
Resonance refers to an influencer’s ability to form meaningful connections with their audience and drive authentic engagement. Factors influencing resonance include:
- Personality and likeability
- Consistency
- Multimedia content quality
- Interactivity and responsiveness
Resonant influencers showcase their unique personalities and passion points through their content. They post consistently, interact with followers, and convey authenticity. Their high-quality photos, videos, and captions come across as genuine rather than overly staged or filtered.
Let’s compare two hypothetical travel influencers’ resonance:
Factor | @adventuregal | @globetrotter |
---|---|---|
Personality | Down-to-earth, daring | Reserved, factual |
Consistency | Posts 3x a week | Posts 1x a month |
Content Quality | Raw, unedited aesthetic | Professionally shot and edited |
Interactivity | Replys to comments, uses Stories | No comment interaction |
While @globetrotter may create higher production quality content, @adventuregal’s conversational voice and consistent interaction with her audience likely makes her the more resonant influencer. Brands would be wise to partner with influencers like @adventuregal who have cultivated strong connections with their followers.
Putting the 3 R’s Together
When vetting potential influencer partners, brands should carefully evaluate reach, relevance, and resonance together to determine the best fit. Here are some examples of how to apply the 3 R’s:
- A food brand wants an influencer with high engagement and an audience interested in cooking and healthy eating. They partner with a resonant food blogger who posts meal prep recipes and nutrition tips multiple times per week.
- A travel website wants to promote family-friendly beach vacation packages to parents. They work with a relatable, family travel influencer who creates fun, aspirational content around beach trips with his own kids.
- An indie fashion brand needs to get on the radar of style-conscious millennials. They collaborate with a mid-tier fashion influencer whose edgy, artsy content resonates with young creatives.
Keep in mind that bigger influencer accounts aren’t necessarily better. Nano and micro-influencers with smaller but highly engaged followings can provide strong relevance, resonance, and a cost-effective way to reach niche audiences.
Leveraging the 3 R’s allows brands to zero in on partnering with the right influencers for their unique needs and goals.
Conclusion
The 3 R’s – Reach, Relevance, and Resonance – provide a simple but effective framework for evaluating and selecting influencer marketing partners. While reach is important for extending brand awareness, relevance and resonance are crucial for driving authentic engagement and conversions with specific target audiences. By taking the time to thoroughly assess potential partners against these 3 R’s, brands can develop successful influencer campaigns that provide ROI and meet strategic objectives.
The key takeaways around properly applying the 3 R’s are:
- Consider reach metrics like followers and engagement rates, but look beyond just big follower counts.
- Ensure the influencer’s niche, content, values, and audience align well with the brand.
- Prioritize resonance by choosing influencers who connect authentically with followers.
- Evaluate all 3 R’s together to identify ideal influencer partners.
Properly leveraging the 3 R’s of influencer marketing will lead to collaborations with impactful, relevant influencers that resonate with target audiences and provide measurable value for brands.