Know your audience
Posted: Tue Jan 21, 2025 6:13 am
Before conducting research to find your next usa business email list influencer partner, learn more about your audience. Have an accurate sense of the topics and issues they do—and don’t—care about. You can’t protect your brand if you don’t intimately understand who you’re talking to.
For example, how does your audience define their values? Their standards for influencers might be even higher than their expectations of brands, as 42.5% will unfollow an influencer whose content doesn’t align with their personal values, according to a Q2 2024 Sprout Pulse Survey. Clarifying the moral standards your audience lives by will help find influencers who mirror them and align your campaigns accordingly.
To conduct scalable, real-time audience research, tap into social listening. With AI-driven technology like Sprout’s Listening solution, you can easily build queries to track millions of conversations happening around key topics and current events. This makes swift work of pulling the insights you need to thoroughly examine your audience’s preferences, areas of interest and values.
Sprout Social's Listening solution user interface. It demonstrates topic volume trends by network, and highlights key comments about a brand.
Define your brand safety criteria
Some brand safety measures are consistent across industries—hate speech, unsafe content, false advertising claims, etc. But, in almost all industries, there are other sector-specific regulations and sensitivities that will impact who you partner with.
In the alcohol industry, if an influencer has so much as a toe in the water and it’s implied they’re consuming your product, that would be a major violation. For power tool brands, influencers need clear guidance on what kind of clothing or jewelry is appropriate on-camera, or they would violate safety best practices that could put your brand in hot water. Healthcare brands need to be extremely careful about influencers making health claims without lengthy, legally-vetted disclaimers, or risk being fined and further reprimanded by the FTC.
For example, how does your audience define their values? Their standards for influencers might be even higher than their expectations of brands, as 42.5% will unfollow an influencer whose content doesn’t align with their personal values, according to a Q2 2024 Sprout Pulse Survey. Clarifying the moral standards your audience lives by will help find influencers who mirror them and align your campaigns accordingly.
To conduct scalable, real-time audience research, tap into social listening. With AI-driven technology like Sprout’s Listening solution, you can easily build queries to track millions of conversations happening around key topics and current events. This makes swift work of pulling the insights you need to thoroughly examine your audience’s preferences, areas of interest and values.
Sprout Social's Listening solution user interface. It demonstrates topic volume trends by network, and highlights key comments about a brand.
Define your brand safety criteria
Some brand safety measures are consistent across industries—hate speech, unsafe content, false advertising claims, etc. But, in almost all industries, there are other sector-specific regulations and sensitivities that will impact who you partner with.
In the alcohol industry, if an influencer has so much as a toe in the water and it’s implied they’re consuming your product, that would be a major violation. For power tool brands, influencers need clear guidance on what kind of clothing or jewelry is appropriate on-camera, or they would violate safety best practices that could put your brand in hot water. Healthcare brands need to be extremely careful about influencers making health claims without lengthy, legally-vetted disclaimers, or risk being fined and further reprimanded by the FTC.