Each good marketer is aware of {that a} profitable influencer program begins with discovering high influencers who’re an excellent match on your model. That being stated, this doesn’t come straightforward. In truth, 81% of entrepreneurs say that discovering the suitable influencers continues to be a fundamental problem.

One of the simplest ways to beat this problem? Information. Beneath we define some key influencer statistics to search for when constructing out your influencer community.

4 Influencer Statistics to Assist You Discover Prime Influencers

1. Viewers Measurement

Viewers dimension generally is a large determinant in whether or not you resolve to companion with an influencer. Influencer tiers are decided based mostly on a creator’s follower depend – right here’s a breakdown of influencer tiers:

• VIP: 5M+ followers
• Mega: 1M+ followers
• Macro: 500K+ followers
• Mid: 50K + followers
• Micro: 10K+ followers 
• Nano: 1K+ followers

Whereas it’s good to know the totally different influencer tiers, it’s vital that you just don’t use them as the principle influencer statistic for figuring out a creator’s worth or match. Tiers are only one strategy to categorize creators, however how you employ this data is actually dependent in your targets. Although it isn’t unusual for partnership prices to fall alongside the tier strains (e.g. VIPs and megas probably cost greater than smaller tiers), that doesn’t essentially imply that the larger tiers are the suitable match on your marketing campaign. In truth our current US Influencer Advertising and marketing Affect Report discovered that nano and micro influencers that submit sponsored content material see environment friendly outcomes. For those who’re on the lookout for an actual life instance of this, you’ll be able to take a look at Eau Thermale Avène! This model used Traackr’ influencer search to search out its candy spot of influencers — mid-tiers (50K+) with extremely engaged audiences. Or, you can look to how IMAGE Skincare engaged high influencers in nano, micro, and macro tiers with a purpose to construct sturdy and engaged communities. The model discovered these companions by specializing in engagement charges (as an alternative of whole engagements or video views), permitting them to establish of us that create compelling content material, no matter their viewers dimension.

The opposite factor to contemplate is growing a multi-tiered method. For instance, hims & hers has used a method that includes high influencers from a number of tiers, with outstanding success. A method to do that could be to carry on a big influencer (VIP or mega) to be the face of the marketing campaign, after which rent micro and macro influencers to supply content material with the marketing campaign messaging, thereby bolstering consciousness. 

Tip: Do you know that good partnerships begin even earlier in your planning? Find out how setting good targets and KPIs informs how you discover high influencers, outline partnerships, and run campaigns. 

2. Viewers Demographics and Credibility

When conducting an influencer search it is essential that potential companions are already reaching your target market. A creator’s viewers demographics like age, gender, location, pursuits, and many others. ought to align together with your buyer profile. Whereas it’s usually greatest observe to take a look at viewers demographics for each model, there are a number of situations that it’s particularly vital for:

• Seeding campaigns. Is the majority of a creator’s viewers in a spot that your product can ship to?
• Age-specific or restricted merchandise. Have you learnt that your product is greatest for a particular shopper age (e.g. pimples merchandise for teenagers) or does it have age-restrictions (e.g. alcoholic drinks)?

Viewers credibility is one other key influencer statistic to guage. That is usually a bit more durable to do manually, however will be carried out simply with an influencer advertising and marketing platform. For instance, Traackr might help you dig additional into the precise make-up of an influencer’s viewers, primarily analyzing:

• Credibility. See the proportion of an influencer’s whole viewers (outlined by followers) that’s genuine and the proportion of an influencer’s engaged viewers (outlined by likes) that’s genuine. 
• Sort. See a breakdown of the influencer’s viewers – what number of are bots vs mass followers (unlikely to see new content material) vs influencers vs common customers? If there’s a low share of standard customers, it’s potential that sponsored content material with this influencer gained’t attain your target market.
• Reachability. To see if an influencer’s natural or sponsored submit would attain their viewers, Traackr reveals the proportion of followers that comply with a sure variety of accounts. That is useful for figuring out whether or not an viewers would really be impacted by content material! For instance, somebody who’s following greater than 1,500 accounts will most definitely not see sponsored posts. 

3. Efficiency Metrics

Most entrepreneurs know that efficiency metrics are an vital class of influencer statistics to guage when on the lookout for new companions. A normal checklist of efficiency metrics embody:

• Attain
• Impressions
• Whole variety of engagements
• Whole variety of video views
• Engagement charges
• Video view charges 

So out of the checklist, what are crucial ones to give attention to? We will take some clues from this:

“As a greatest observe, keep away from metrics that solely give attention to quantity or absolute numbers, as the info will usually skew unfairly (and inaccurately) in the direction of influencers with bigger audiences. For instance, for those who’re evaluating a VIP (5+ million followers) influencer to a macro tier influencer (50K-250K followers), in fact the VIP is more likely to obtain extra views attributable to their scale.” — Halie Soprano, senior influencer advertising and marketing marketing consultant at Traackr

One of the simplest ways to get round this “difficulty of scale”, and as an alternative hone in on relative affect? Engagement and video view charges. Evaluating influencers and their content material based mostly on view or engagement fee normalizes the dimensions of their viewers and in the end implies that the analysis of their efficiency might be proportional to their attain (i.e. there’s no unfair bias in the direction of influencers with massive followings). 

After all, there are two caveats to this! One, in case your aim is all about broad consciousness and fewer about participating customers then your marketing campaign could also be higher served by influencers which have large attain and earn a ton of impressions (simply know that this doesn’t assure that those who see it’s going to bear in mind it). Two, not all engagement is sweet. It’s vital to pair quantitative influencer statistics with a qualitative evaluation. Extra on that within the subsequent part. 

4. Content material High quality and Relevance 

Final however not least, content material high quality and relevance. Whereas that is technically an influencer statistic in a strict sense, it’s a important factor to contemplate when looking for and evaluating potential companions. Listed here are some vital areas to give attention to:

• Viewers sentiment. It’s nice if an influencer has a excessive engagement fee on their content material, however generally not all engagement is sweet. Take a second to dig by means of the feedback on a few of their posts (each excessive performing and never) to see how their viewers is responding. Are the feedback optimistic? Unfavorable? Simply emojis? Or are they substantive? Does the influencer reply again to them, indicating that they’re targeted on constructing out true group? 

This subsequent set of things will be fairly time consuming if carried out manually. In case you are pondering of getting an influencer advertising and marketing platform (or have already got one) ensure that it permits you to search by means of previous content material with key phrases and hashtags. This is not going to solely make discovering high influencers sooner, it’s going to permit you to actually search with nuance and specificity!

• Sponsored content material quantity. Utilizing your influencer advertising and marketing platform, search previous content material for key phrases like “use my code”, “hyperlink in bio”, “#sponsored”, “I partnered with”, and many others. This could offer you a tough thought of an influencer’s paid-to-organic content material ratio. If content material is tipping extra within the paid route, it may possibly take away from a creator’s authenticity and drown out your model. The sort of search additionally permits you to conduct a efficiency evaluation on content material that’s particularly sponsored, supplying you with a way of whether or not their viewers engages with promotions.
• Model and product affinity. The very best companions are those that already love your model. Search previous content material for mentions of your personal model, mentions of your fundamental rivals, and even merchandise/elements which are associated to your merchandise! This will provide you with an thought of whether or not the influencer’s viewers is oversaturated (too many mentions of rivals) or already primed to like your model and make the most of any offers which are provided. 
• Model values match. Final, however actually not least, an influencer companion ought to align together with your model’s values. This might imply quite a lot of issues. Does your model arise for the surroundings and promote sustainable merchandise? Then you definitely most likely gained’t need to companion with an influencer who wears a whole lot of quick trend. Does your model promote variety, fairness, and inclusion? Then you definitely most likely need to companion with a various set of influencers who converse up on these matters. The extra aligned your influencer’s values are together with your model values, the extra genuine the partnership might be. Much like the opposite factors listed right here, you’ll be able to obtain the majority of this work by compiling an inventory of key phrases which are related to your values after which search by means of influencers’ previous content material for them. For those who’re on the lookout for an instance of a model that has carried out this properly, try how Beekman 1802 discovered high influencers who shared its worth of “kindness”. 

Once more, whereas this stuff aren’t essentially “statistics” within the strict sense, they’re qualitative insights that may enable you carry on influencers which are an excellent match on your model and might turn into long run companions.