You have finished the first step of finding the right-fit influencers for your brand.
But you only know them on a surface level for now, and what's the next thing you have to do is dive deeper and find out more about them.
How can you do this? By looking at numbers.
They'll help you gain the confidence that they're the right influencer for your campaign strategy, theme, goals, and overall brand.
In this blog, we share what essential metrics to evaluate an influencer's profile to work with the right influencers.
6 Key Metrics to Evaluate Influencers on
Channel Mix and Depth of Presence
While planning your influencer campaign, you might have prepared a mix of channels you want to use.
Hence, your first metric to evaluate an influencer will be their presence on social media channels.
You have to look at the following while doing so:
- What's their channel mix and the platforms they're on?
- Which channels are they most and least active on?
(If you're a fashion brand, you might look for an influencer with a following on Instagram, Pinterest, and TikTok).
- Which target segment do they want to reach through their channels?
- What's their performance on each channel in the mix? (Followers, Posts, Engagement, etc.)
Content Formats, Intent, and Topics
For your influencer campaign, you might have envisioned how you want your content to be (the format, key messaging, theme, and the action it will lead to).
Hence, the second metric to evaluate an influencer will be their content.
You will have to look through these insights:
- What's the type (Educational, Promotional, Fun, or Aspirational) and format of content they use the most?
- What are the topics they focus on the most? Are there any which are relevant to your brand?
- What styles, tones, or themes reflect in their content? Do they align with your brand's personality and values?
- Which were their best-performing pieces and why? (List the content type, topic, format, style, and engagement).
- Which content pieces failed to hit the mark and why?
Launched Campaigns and Performance (Organic and Paid)
You have two pieces by now — the influencer's content and the channels they use.
The next piece to the puzzle is whether the creator has the expertise to help your influencer campaign fly off the charts.
The third metric to evaluate an influencer will be their campaign history and insights.
Consider the following:
- What campaigns have they launched so far?
- Were the campaigns paid or organic?
- Did they partner with a brand or influencer? Was it solely for their brand's growth?
- What were the campaign's goals, content, theme, and channels used — along with the results?
- How did they distribute, promote, and engage with the content?
Previous Collaborations (with Brands and Influencers)
The fourth metric to evaluate an influencer will be their previous collaborations with brands and other creators.
Examine these aspects:
- For brands, what's their category, market position, and target segment?
- For influencers, what's their type (Micro, Macro, or Nano), audience, niche, and channel mix?
- What was the purpose of their collaboration?
- What was the nature of their collaboration? Did they work together for one campaign or an ongoing relationship?
Brand (Image and Engagement)
Though discussed at the end, this is the most vital metric to evaluate an influencer.
The creators you choose should align with your brand and help it achieve its goals.
There are two aspects to focus on:
Brand Image
- What do they stand for, and what sets them apart?
- How do they present themselves (personality, style, values), and how do people perceive them?
- How much do people value their opinion and wait to hear from them?
Brand Engagement
- How do they engage with their audience (posts, DMs, stories)?
- What actions/initiatives do they take to increase engagement (hosting contests, Q&A's, sneak-peek series)?
- What channels do they use, and what's the frequency?
Goals Achieved
The final metric to evaluate an influencer is the goals they've achieved so far.
Review their journey, creativity, approach, milestones, and their potential to help your brand grow.
That’s all about the 6 key metrics to evaluate your influencers on before you collaborate with them.
Starbuzz's Influencer Report uses various metrics to evaluate an influencer (along with the ones we listed above).
You can use it to decide whether you want to work with the influencer for your campaign or not.
So, try it today to get any Influencer's Report for FREE from our SaaS platform.
Here's a tutorial!
To register click here!
Starbuzz is an Influencer Marketing Platform for Brands that helps them save 50% of their influencer marketing time and efforts — all for FREE!
