QUALIFYING INFLUENCERS: WHAT DATA DO YOU REALLY NEED?

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As the quantity of creators grows into the billions, qualifying influencers has evolved from simply partnering with individuals of similar values.

With the success of a campaign dependent on identifying partners with very specific attributes, it’s more crucial than ever for brands to make data-driven decisions in the influencer space. Marketers must leverage a unique set of data points to strategically analyze who will drive the highest return on investment.

INTRO

So, what data do you really need to qualify influencer

partners?

Fair Market Value

Reach

Engagement Rate

Audience Demo

Bot Ratio

Qualify influencers using these five data points to ensure your partner will

drive results.

Does your influencer candidate reach a large quantity of consumers? The ideal influencer partner is a creator who has built a large community around a common interest.

An influencer’s reach can be measured by how many followers they have. Whether you are targeting micro-influencers with followings under 10K or mega-influencers with 1M+ followers, marketers should quantify potential influencer partners’ reach to ensure it aligns with their campaign’s objectives.

REACH

With 81% of marketers using engagement to measure the success of an influencer campaign, it’s important to select partners who encourage active content consumption.

By examining a creator’s average engagement across their social platforms, you can determine if their content drives audience action. Meaningful results, like sales, requires an audience reaction.

Ensure your partner consistently grabs the attention of their followers by measuring the likes, comments, shares and view-through rate of their content.

ENGAGEMENT RATE

https://marketingland.com/engagement-trumps-reach-measuring-influencer-marketing-impact-225377

Your potential partner may have a high following and engagement rate, but that won’t matter if you don’t reach your target audience.

It’s crucial that you know with certainty if a potential partner is tapped into your key market segment. Leveraging an influencer analytics platform, like Influicity, marketers can understand precisely who an influencer’s followers are through . Common audience demographic data to investigate includes:

AUDIENCE DEMOGRAPHICS

1. Age 2. Gender 3. Language 4. Ethnicity

5. Occupation 6. Income 7. Geography 8. Interests

BOT RATIO

What’s your influencer’s ratio of human to bot followers? With follower fraud continuing to grow in the influencer space, it’s important to weed out imposters when qualifying partners.

Don’t be fooled by follower fraud. Learn how to spot the bots before partnering with an influencer by examining the following criteria:

1. Historical follower growth: Look for any unprecedented spikes in subscribers.

2. Engagement Rate: High following with engagement under 0.5% can indicate bots.

3. Suspicious Accounts: Examine sample of followers for skeptical names (i.e. @user45678) and posting habits.

FAIR MARKET VALUE

Finally, you need to gauge an influencer’s fair market value to find the right match. Like earned media value, fair market value is a quantitative estimate of a creator’s worth.

Using an influencer marketing software to aggregate profile data on followership, average engagement, posting frequency and more, you can gain an understanding of how much a creator should be compensated.

By exploring influencer’s fair market value in advance, you can determine if this partner fits cohesively within your budget or not.

Fair Market Value

Reach

Engagement Rate

Audience Demo

Bot Ratio

Your influencer strategy is dependent on finding the perfect creators.

By analyzing the outlined data points, along with qualitative research, marketers gain substantial insight into an influencer’s ability reach campaign objectives. Stop guessing if a creator is the right partner for you - use data.

WHAT DATA DO YOU REALLY NEED?

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We are leaders in influencer marketing. Influicity is a tech company enabling marketers, agencies, and publishers to manage & scale their influencer operations.

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