Brazil is the second country in the world that most follows influencers, about 44.3% of users, according to Hootsuite. Another important data, pointed out by Opinion Box, states that 86% of people aged between 16 and 29 follow some influencer on social networks. Brands follow this trend and increasingly invest in influencer marketing, an area that, despite its massification, still lacks specific legislation and the risk in hiring is the same as for a freelancer.

Attorney Julyana Neiverth, from the law firm Salamacha, Batista, Abagge & Calixto – Advocacy, recommends two essential precautions when hiring an influencer: the first is to check the credentials and legitimacy of the influencer, and the second is to formalize the hiring in writing, outlining the rights and obligations of both parties on paper.

“Any document signed between capable persons, with a lawful, possible and determined or determinable object and in the prescribed form and not prohibited by law, has legal validity,” says Julyana.

Check out 5 tips for hiring an influencer and having a successful campaign:

Research if the influencer aligns with your brand

Conduct research to identify candidates aligned with your brand’s niche. Ideally, create a list considering people who address topics related to the company’s product. Then, analyze the consistency and authenticity of the content produced. This process is crucial for the success of the strategy, as the authenticity of the connection between the influencer and their follower is one of the essential pillars of influencer marketing. During the selection, it is advisable to analyze different options, considering not only thematic affinity but also factors such as budget and the approach each influencer uses for advertising.

Establish a briefing

To ensure effective collaboration with influencers, it is essential to establish a clear and comprehensive briefing. This document should include information about your brand, outline campaign objectives and specific KPIs (performance indicators). Also, specify the target audience and discuss the expected content, whether photos, videos, or sponsored posts. This allows the influencer to understand the expectations and create content aligned with the brand’s vision and positioning.

Know your target audience

Understanding a digital influencer’s target audience goes beyond analyzing the number of followers and likes on their posts. The quality of interaction and the audience’s alignment with the brand or niche are fundamental aspects for establishing an effective partnership. Identifying age range, geographic location, gender, and other demographic data helps determine if the audience profile matches the brand’s consumer profile.

Verify authenticity

The practice of buying fake followers by some influencers is concerning and distorts the credibility of popularity metrics on social networks. This attitude can compromise the authenticity of influencer marketing campaigns. To avoid this risk, it is essential to evaluate metrics beyond the number of followers, such as real engagement rate and the authenticity of comments. Observe the growth pattern over time, check the influencer’s account, and investigate previous partnerships. By adopting this selection of influencers, brands can ensure safe campaigns and partnerships aligned with their influencer marketing goals.

Monitor performance

After signing the contract with the influencer and starting the campaign, it is essential to regularly monitor the performance of the action. This involves evaluating the established KPIs and adjusting strategies as necessary to achieve the objectives. Moreover, it is also recommended to maintain constant communication with the influencer. It is crucial to ensure that the content is aligned with expectations and goals.

For those seeking monitored advertising with digital influencers, the startup Mundo Mapping offers a complete service of quotes, agreements, barter deals, and hiring digital influencers for partnerships and campaigns. The startup conducts a rigorous evaluation of each registered influencer to find promotional partners by analyzing their performance. In turn, brands and companies can propose campaigns after analyzing the performance of each profile. After the campaign is established, the platform notifies in real-time the progress and results of the campaign.

With one year of operation, Mundo Mapping has more than 8,000 registered influencers from 60 niches, present in 26 states and 1,500 cities. The startup has already worked with major brands such as: Jurema Águas Quentes, Palladium Hotel Group, TAAG – Angola Airlines, AssistCard, Wyndham Hotels, GT Foods, Nacional Inn, Destino Bariloche, among others, but is distinguished as the most democratic and comprehensive for small and medium-sized companies that want to start hiring influencers.