Promote your fashion line and boost awareness of your brand.
Define your target audience, fashion niche, and influencer marketing goals to create an ideal fashion influencer profile.
For example, Aerie knows its audience loves body positivity, activewear, and fashion content on Instagram, so its ideal fashion influencer profile may look like this:
- Diverse body type.
- Diverse background and skin tone.
- Promotes body positivity.
- Loves activewear.
- Fashion or lifestyle micro-influencer.
- Creates content for Instagram audiences.
- Located in the United States or Canada.
Think of words that describe your ideal fashion influencer, like YouTuber or micro-influencer, and keywords that describe their content. Make a list of keywords that people use to find the content your influencer produces, such as dresses, purses, streetwear, leather, luxury, peplum, plus size, or men’s watches.
For example, if you’re a London based fashion brand that sells romantic clothing, and you need an Instagram fashion micro-influencer, your list may include words like London, micro-influencer, Instagram, romantic, feminine, girly, dresses, floral, pink, and ruffles.
Make categories such as Influencer Name, Main Platform, Social Handles, Location, Engagement Rate, Follower Count, Fashion Niche, Audience, and Contact Info. Fill out the spreadsheet as you find fashion influencers who meet your ideal influencer criteria.
Search Google for top fashion influencers with modifiers for the desired platform, fashion niche, and keywords.
Use the words you came up with that describe your ideal influencer, like Pinterest, male, macro-influencer, or New York City, when you do a Google search. For example, you may type in top male fashion influencers in New York City or best Pinterest fashion influencers in the search box.
Look through the search results for articles that list fashion influencers in your categories, and then go through their influencer profiles to see if they match your needs. Add them to your spreadsheet if they do.
Use the social media platform search bar or a hashtag research tool, like Keyhole or RiteTag, to search words from your fashion content keywords list. Find related hashtags and top posts with those hashtags. Look through profiles of some top results for the hashtags, and add relevant influencers to your spreadsheet.
This can also be used as a way to source fan-made fashion content for your social media accounts. Look through your tagged photos and branded hashtags to find content posted by fans. For example, Dr. Marten’s asks fans to tag its brand in pictures and then reposts those pictures on Instagram.
Search your fashion content keywords, top-performing content names, or competitor’s content to find influencers who share or author content in your niche. With BuzzSumo:
- See top sharers of top-performing content by searching a content keyword in the Top Content Search bar > View Sharers*.*
- Find authors of top-performing content with the Top Authors Report tool.
- Find influencers by keyword with the Find Influencers tool.
If you don’t have a BuzzSumo subscription, search Google for top fashion blogs, and look for social media links for the authors of relevant blogs.
Use an influencer marketing platform to browse profiles of fashion influencers that meet your criteria.
Filter search results in your influencer marketing platform by fashion category, and identify fashion influencer profiles with analytics. Some platform options:
- Intellifluence: For vetted influencers with a higher response rate.
- Heepsy: YouTube and Instagram Influencers for every audience.
- IZEA: Large influencer database and campaign management tool.
- Style Coalition: A platform that caters to the fashion industry.
Look for red flags, such as:
- Fake or unengaged followers: Watch out for irrelevant comments or engagement rates below that of fashion industry benchmarks.Low post frequency: At a minimum, influencers should be creating content weekly.
- Content that does not match your brand’s needs: If you need a fashion influencer who reviews fashion products on YouTube, avoid ones who haven’t posted to their YouTube channels recently. They are likely not a good fit for your current goals.
- Values or fashion style that are incompatible with your brand: Look at how influencers engage with commenters, what they typically wear in their videos, and what their non fashion related content looks like.
It may be useful to sort influencers into high, medium, and low priority levels based on their brand compatibility, your current needs, and the likelihood of a partnership.
Follow your high-priority influencers to start engaging with their content and learn more about their areas of expertise.
By following their content, leaving positive comments, or resharing posts that feature your brand, you can build a relationship before contacting an influencer.
Make notes in your spreadsheet about what the influencer excels at, like creating DIY fashion tips or modeling luxury fashion on Instagram, to potentially use in a future campaign.