How to Choose Influencers: 6 Checkpoints to Avoid Mistakes

"We hired an influencer, but the response was weaker than expected." When we hear this, the cause usually lies not in the content of the post but earlier, in "who was chosen."

It is no exaggeration to say that the results of influencer marketing are largely decided by who you choose. In this article, we share how we actually choose influencers when casting, broken down into six checkpoints.

For the basic ideas and process of influencer marketing itself, see our article on the basics of influencer marketing.

Decide your "goal" and "target audience" before choosing

Before you start looking for influencers, first make the goal of the campaign clear.

Do you want to spread your product name widely, explain how to use it, or bring people to your store or website? The right person changes completely depending on the goal.

Also put your target audience (age, gender, lifestyle, interests) into words. With these two decided, you have a "yardstick" for judging candidates, and your choices stay consistent.

Checkpoint 1: Does the follower base match your target audience?

The first thing to look at is not the follower count but "who is following."

Even with many followers, if they differ from your target audience, the message will not reach people interested in your product. On the other hand, an account with a modest following that gathers exactly your target audience can be very effective.

Looking at comments and at which topics usually get a response tells you a lot about the followers. For accurate figures, the surest way is to have the influencer share their analytics.

Checkpoint 2: Does the tone of their posts fit your product and brand?

Next, check the usual tone of their posts.

What matters is whether the look of their photos and videos, their way of speaking and their themes blend naturally with your product and brand. A promotion far from their usual posts tends to feel like "a sudden ad" to followers, and the response suffers.

We recommend looking through their recent posts and imagining whether it would feel natural for this person to introduce your product.

Checkpoint 3: Look at the "quality" of engagement, not just the "quantity"

Look beyond the number of likes to what the engagement actually is: comments, saves and shares.

Accounts with many specific comments such as "Where can I buy this?" or "I want to try it" show that followers really watch the posts. On the other hand, if engagement is extremely low for the follower count, or the comments are mostly short and empty, it is worth checking carefully.

Checkpoint 4: Do their strongest platform and format fit?

Even the same influencer has strengths and weaknesses depending on the platform.

Some are best at hooking viewers with short videos, some at careful explanation with photos and text, and some at talking in depth in long videos. Choose someone whose platform and format match how you want to show your product.

For example, a product you want to show in use suits someone strong at video, while a product whose benefits need explaining suits someone who writes well.

Checkpoint 5: Is there anything concerning in their past content?

Also check past posts for statements that could harm your brand image, and whether they have recently promoted competing products.

Another important point is whether they properly label sponsored posts with "Ad" or "PR." Since October 2023, advertising that hides the fact that it is advertising (stealth marketing) has been regulated under Japan's Act against Unjustifiable Premiums and Misleading Representations. For details, see our article on the stealth marketing regulation.

Checkpoint 6: Communication and working fit

Finally, consider how well you can work together.

How quickly they reply, how they handle content reviews, and whether they keep to schedules directly affect how smoothly the campaign runs. If possible, ask in early conversations whether they are interested in the product and have ideas on how to present it; this shows you the fit.

One influencer or several?

How to use your budget is another point to consider alongside who you choose.

Hiring one well-known person lets you reach many people at once. Hiring several mid-sized influencers lets you present the product from various angles, and you can compare whose posts performed best and use that in your next campaign.

Which is better depends on the goal and the product, so go back to the goal you set at the start and decide from there.

If you are unsure how to choose, talk to casting professionals

Checking each of these points for every candidate takes a lot of effort if you are not used to it. Handling everything in-house, from finding candidates to agreeing terms, contracts and reviewing posts, is quite a burden.

At nicoichii, we listen to your goal and target audience, propose suitable people, and work with you all the way to the posts. You can see our past work on the Works page, and our services on the Marketing page.

It is fine to start at the stage of "we don't know who to ask." If you are unsure about choosing influencers or casting, feel free to Contact.