How to approach influencer marketing through a PR lens

With accelerating growth of influencers fueled by brands increasing their marketing budget devoted to influencer marketing, how should brands vet influencers to ensure the partnership will be fruitful?

Regardless of the audience and type of product or project, the same influencer vetting rules apply.

Thoroughly vetting influencers requires a deep dive into their following, audience engagement and brand alignment, but layering on insights from a public relations perspective can help get at an influencer’s true potential. Brand marketers should consider this PR lens as a road map for vetting potential influencer partners.

Influencers with good audience engagement have an authentic origin story and a well-defined editorial focus. Their reason for being isn’t because they wanted to have influence. Instead, they have a need to share their passion with the world.