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5 Influencer Metrics to Help You Select the Right Influencers

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Like any recruitment process, finding the best influencers to work with requires comparing each profile to a set of requirements. Your list when looking for potential influencers can contain items like industry niche, region, and performance indicators. You’ll need a method to identify the perfect fit for your company if you have a list of hundreds of influencers that might work for your campaign. These influencer metrics can help with that. You may get a better grasp of the influencer’s performance and how successful they will be at generating outcomes for your brand by analyzing and comprehending these important data points.

Following is a list of influencer metrics to help you select the top influencers:

1. The number of subscribers/followers:

The criteria of community and followers are simple enough: how many people follow an influencer? Marketers, however, need to be aware of a lot more information about an influencer’s size of following. The size of an influencer’s audience is frequently used to classify them.

These classifications will differ depending on who you ask because influencer marketing’s success has made it possible for new types of influencers to emerge that weren’t known a few years ago (like the micro-influencer). However, you may use these classifications based on the number of followers as a helpful tool to narrow down your influencer search to the group that is most appropriate for your campaign.

Influencers with a significant fan base typically charge extra for their ads, work exclusively with specific businesses, or have incredibly tight schedules. It goes without saying that it’s difficult to work with major influencers when brands want to. (Recall how Kylie Jenner received a $1.2M offer in exchange for an Instagram post?) 

2. Impression vs. Reach

Most people are aware of reach and impressions, but occasionally someone will ask, “What’s the difference between reach and impressions again?” more than you could ever imagine. However, we can understand why you would be confused because the two terms sometimes appear side by side. Here is a quick explanation of the two terms and if you should be concerned with them.

Reach is the total number of unique viewers of your content. In a perfect world, an influencer would have a reach of 100 if they had 100 followers.

Impressions represent the frequency with which content has appeared in viewers’ feeds.

The top layer of the many other metrics you need to pay attention to is made up of reach and impressions. There may not be 1,000 engagements or conversions for every 1,000 people who view a post. Influencers who have a large audience or a high number of impressions can potentially increase your brand’s visibility and brand recognition.

3. Engagement:

Reach and impressions are viewed as vanity metrics, while engagement rate shows the real impact that content from an influencer is having on their audience. Is the material encouraging crucial actions such as likes, shares, and comments? To discover, you need to check out their engagement rate!

The first indicator of the potential success of your campaign when working with an influencer is the influencer’s engagement rate. As a brand, you must make certain that your product is exposed to a real, engaged audience. While reach can indicate how many people have viewed a piece of content, engagement rate paints a much more crucial picture of who is liking, commenting, and showing interest and turning out to be genuine buyers.

4. Fake followers:

Fake followers are identified by based on engaged followers or those that actively engage with influencers through likes and comments. Therefore, an influencer with a 3% engagement rate and a 94% realness rate should be fine.

5. Frequency of branded content:

By just browsing an influencer’s feed, you may determine the frequency of sponsored posts. Don’t like doing manual work? Additionally, offers a brand mention data collection that reveals how frequently an influencer mention brands, which brands, and how frequently they mention a particular brand as well as how well those branded posts do relative to their average engagement rate.