The marketing landscape has changed considerably in recent years. Traditional methods of advertising are falling by the wayside as more businesses ditch easily blocked banner ads and pop-up subscription forms in favor of value-added content that consumers are keen to search out themselves. Unfortunately, with more companies uploading content, it’s becoming increasingly difficult to make a mark. Great content tends to float to the surface, but partnering with respected content creators helps even more, as consumers are 71 percent more likely to make purchases based on social media referrals, according to HubSpot. Twitter is a great place to start extending your brand reach, but if you want an influencer on board, you may need to use some Twitter influencer tools to sift through your available options and find the perfect partner.
Understanding Twitter Influencer Tools
The popularity of Twitter has been well demonstrated. By the end of 2017, the microblogging site was averaging 330 million active users each month, and users average around 6,000 tweets every second (a staggering 200 billion tweets per year). Finding an influencer with the ability to tap into that huge market has the potential to completely revolutionize your content marketing system. But with so many content creators out there, finding the right person to be the voice of your brand isn’t always easy. Twitter influencer tools are the answer.
What Are Influencer Tools?
Twitter influencer tools are programs that allow you to search for content creators based on criteria such as keywords in their recent tweets, keywords in their biographies, or commonly used hashtags. For example, TweetReach uses recent tweets to generate a list of the top 100 contributors related to a subject, and Buzzsumo lets you analyze what content is performing well and which creators are talking about it. Some tools also offer a wealth of functions for negotiating with influencers, building your marketing campaigns, scheduling publication, and settling payments. Many programs offer free trials, but they usually require a subscription fee to gain access to all of the features.
Why Do You Need Influencer Tools?
The truth is, you don’t need influencer tools. It’s possible to track down potential partners by doing a regular Google search, and to create all of your content marketing systems manually. But influencer tools offer many advantages, such as:
- Improved search efficiency: There’s a lot to consider when choosing influencers. Are they popular? Do they have big audiences? Do they reach the right demographics for your brand? Are they controversial? Do they have a deep knowledge in your area of business? What is their reach on social media? Do they use multiple social media platforms? Do they post regularly? Have they worked with other brands in the past? Answering these questions is much easier when you’re using dedicated influencer software.
- Streamlined operations: Some influencer tools make it possible to communicate directly with influencers, complete negotiations, and even make payments, improving your operational efficiency.
- Reduced costs: While most influencer tools involve a charge, many are available for a trial period, or offer limited functionality for free. The improved revenue potential from finding the most suitable content creator, and the reduction in time spent finding suitable influencers and organizing workflow may offset costs.
- Improved confidence: Imagine you have spent days searching for influencers, and you’ve finally found someone who fits the bill. He’s witty, erudite, and has a huge audience on Twitter. There’s just one problem: He’s not really an influencer. He’s purchased his likes and followers, so when he’s sharing your content, only “bots” and dummy accounts are going to see it. Twitter influencer tools use various metrics to filter out the fakes, so when you approach an influencer, you have the peace of mind that comes from knowing you’ve done your research and you’re getting the real deal.
Choosing the Right Twitter Influencer Tools
There are many influencer tools available, each offering their own pros and cons. When choosing a tool, consider which functionality you need, and how much you’re prepared to spend on it. Common considerations include:
- Price: How many features are free to use? What is the annual subscription charge for the full package?
- Search functions: What search options are available for finding influencers? Can you search by media platform, audience demographic, or audience size?
- Market analysis: Does the tool include features for analyzing the marketplace to determine how successful various types of content are?
- Contracting: Do you need a tool to help with negotiations? Is it important to have automated processes to facilitate payments?
- Workflow: Is it possible to improve your operational efficiency through the tool’s built-in features? Can you schedule campaigns or communicate with collaborators to share updates and ideas?
- Analytics: Is there a way to measure the return on your investment? Can you verify if your campaign was successful?
Final Thoughts: Finding the Right Voice
Social media influencers have the potential to extend your brand reach by sharing your content with their built-in audiences, and Twitter is a prime target for posting bite-sized content to improve engagements. But it’s important to make sure the content creators you select have the right kind of knowledge, the right type of audience, and the right style to ensure they represent your brand in the best way. After all, you don’t want to partner with someone who uses a style of humor that’s unlikely to gel with your regular customers, and you don’t want to spend heavily on an influencer who doesn’t draw in a large enough audience to get a reasonable return on your investment. Twitter influencer tools are a great way to narrow the field and make the right choice.