Through social media, your brand can reach across the world instantly. But not all marketing campaigns are created equal globally, and the same is true for influencers.
While it would certainly be convenient to have an internationally beloved influencer promote your brand, this is easier said than done. Someone could be incredibly famous and well-liked in one country and irrelevant or even unpopular in another.
But don’t let this dissuade you from using influencers in your global campaigns; you just need to tailor your approach for your specific markets. Here’s what to consider to help you find influencers who will boost your marketing in international markets:
Cultural relevance
When identifying influencers for a campaign, they must have a strong presence in the market in question. The key value of working with an influencer is gaining the attention of their built-in audience. You may be partnering with an incredibly popular influencer, but if you are running ads somewhere they do not have a strong following, you are unlikely to get your desired engagement.
If you are running a campaign with an influencer, it is important to identify where their audience is based and make sure this aligns with your target markets. Recognise that this may not be the same as the country where they are based!
You may not be able to find one influencer that covers all your markets, so consider spreading your budget across small influencers who have a strong regional presence. HelloFresh uses influencer marketing extensively across countries; their model works because they forge partnerships with local influencers, ranging from American celebrity Lauren Conrad to Danish nano-influencers.
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