Insights & News

How to Evaluate Influencers to Best Align with Your Brand and Campaign


Influencer marketing is a powerful tool that can help brands reach new audiences, generate leads, and drive engagement. However, not all influencers are created equal. Just looking at the size of their following is not enough to really know if the creator is the best match for your brand. To get the most out of influencer engagement, evaluate influencers carefully to ensure that they are a good fit for your goals.

BRG has developed a wide range of influencer programs on topics ranging from vaccine education to healthy eating tips and ways to keep dorm rooms clean. Once you have identified the audience you want to reach, use these factors to prioritize the content creators that will most authentically engage with your campaign.


  • Consider the Channel: What type of content do you hope to see created? Is your story visual? Will you have video or photo assets to share with content creators? Research and identify influencers who already work in the channels, such as Facebook, Instagram, or TikTok, where you want to drive engagement.


  • Consider Engagement: While creators with millions of followers may initially catch your eye, we often find clients drive greater engagement for their budget with mid-tier and micro-influencers who may focus on a specific topic or audience. Content creators with a smaller reach often have a loyal following who may spark the conversations you are looking to create.


  • Consider the Tone: How does this influencer authentically relate to your topic? Do they have a personal connection or offer expert credibility? Is their tone funny or factual? Personal or thought-provoking? Review their content to understand how they approach partnerships to make sure their tone aligns with your campaign’s goals.


  • Consider the Ask: What are your must-haves for a successful influencer engagement? Are you looking to drive more web traffic, highlight a partner, or spark conversation? Make sure their sponsored content drives the results you are looking to achieve and that their approach matches your expectations. Also, make sure you can provide the assets the influencer will need to build a compelling story.


One in four marketers currently leverage influencer marketing. How will your influencer strategy stand apart?