An influencer is a person whose recommendations their followers trust. Big celebrities are expensive and their audiences are spread across the country. Micro influencers have smaller, closer audiences, often in one town, language or interest, and their followers tend to listen to them more personally. For a small business in northern Ghana, a well known local creator in Tamale or Wa can be a better partner than a national star. The week 9 assignment asks you to identify two of them.
What makes a good partner
Follower numbers are the least important factor. Check these instead:
- Audience fit. Do their followers look like the business's customers, in location, age, language and interests?
- Real engagement. Do people comment with genuine words, ask questions and tag friends? Do they reply?
- Values fit. Is their content respectful and consistent with the business's values? Look back several months, not just this week.
- Content quality. Are their videos and photos clear, and do they tell stories well?
- Reliability. Do they post consistently, and have past brand partners looked happy?
Spotting fake followers
Some accounts buy followers or likes. Warning signs include: