How to Pick the Right Influencers for Your Handmade Brand

The Secret Formula for Effective Influencer Marketing

Choosing the right influencers for your handmade brand can feel like finding a needle in a haystack. With so many options out there, how do you identify those who will truly make an impact? At Orglamix, I’ve learned that a strategic approach makes all the difference. Here’s a formula I use to identify the best influencers: Reach x Relevancy x Relationship = Influence. Let’s break down how to use this formula to boost your brand’s success.

Tips + Real-World Examples from My Experience:

👉 Reach: This is the most straightforward metric—it’s the number of followers an influencer has and the number of views their posts receive. I initially focused on macro-influencers, believing their larger followings would drive sales. However, I discovered that nano/micro-influencers often have a better follower-to-engagement ratio. For example, when I collaborated with a micro-influencer with 10k followers, the engagement rate was over 6%, which led to a noticeable boost in sales. Now, I focus on influencers with a smaller but highly engaged audience.

👉 Relevancy: This is where it gets more qualitative. It’s about ensuring that the influencer aligns with your brand’s niche, interests, and values. I used to choose influencers based purely on their follower count, but soon realized that relevancy is key. When I started testing niche influencers—those who were genuinely passionate about natural and eco-friendly products—I saw a surge in authentic interactions and sales. The influencers who are a true fit for your brand will be those already speaking to your ideal audience.

👉 Relationship: This is the most challenging factor to measure, but it’s arguably the most crucial. It refers to how connected the influencer is with their audience. You want someone whose followers trust them and value their recommendations. I now pay close attention to engagement rates, particularly the quality of comments on their posts. For example, I worked with an influencer who not only had a high engagement rate but also engaged in meaningful conversations in the comments. This kind of relationship building led to a 20% increase in repeat purchases for my products.

Finding the right influencer is about more than just numbers—it's about building a partnership that resonates with your target audience!

Question: 

Are you prioritizing the right metrics when choosing influencers, or are you simply chasing follower counts?