Each good marketer is aware of {that a} profitable influencer program begins with discovering top influencers who’re an excellent match on your model. That being stated, this doesn’t come simple. In reality, 81% of marketers say that discovering the proper influencers remains to be a essential problem.
The easiest way to beat this problem? Knowledge. 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 measurement could be a large determinant in whether or not you resolve to companion with an influencer. Influencer tiers are decided primarily based on a creator’s follower rely – 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 completely different influencer tiers, it’s essential that you simply don’t use them as the principle influencer statistic for figuring out a creator’s worth or match. Tiers are only one method to categorize creators, however how you utilize this info is actually dependent in your objectives. Regardless that it’s not unusual for partnership prices to fall alongside the tier strains (e.g. VIPs and megas seemingly cost greater than smaller tiers), that doesn’t essentially imply that the larger tiers are the proper match on your marketing campaign. In reality our latest US Influencer Marketing Impact Report discovered that nano and micro influencers that publish sponsored content material see environment friendly outcomes. For those who’re searching for an actual life instance of this, you possibly can take a look at Eau Thermale Avène! This model used Traackr’ influencer search to seek out its candy spot of influencers — mid-tiers (50K+) with extremely engaged audiences. Or, you can look to how IMAGE Skincare engaged top influencers in nano, micro, and macro tiers with a view to construct sturdy and engaged communities. The model discovered these companions by specializing in engagement charges (as a substitute of complete engagements or video views), permitting them to establish people that create compelling content material, no matter their viewers measurement.
The opposite factor to think about is growing a multi-tiered strategy. For instance, hims & hers has used a method that entails top influencers from a number of tiers, with exceptional success. A technique 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 provide content material with the marketing campaign messaging, thereby bolstering consciousness.
Tip: Do you know that good partnerships begin even earlier in your planning? Learn the way setting good objectives and KPIs informs how you discover top 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 so forth. ought to align along with your buyer profile. Whereas it’s typically finest observe to take a look at viewers demographics for each model, there are just a few cases that it’s particularly essential 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. Are you aware that your product is finest for a particular client age (e.g. zits merchandise for teenagers) or does it have age-restrictions (e.g. alcoholic drinks)?
Viewers credibility is one other key influencer statistic to judge. That is sometimes a bit tougher to do manually, however will be accomplished simply with an influencer marketing platform. For instance, Traackr can assist you dig additional into the precise make-up of an influencer’s viewers, primarily analyzing:
- Credibility. See the share of an influencer’s complete viewers (outlined by followers) that’s genuine and the share of an influencer’s engaged viewers (outlined by likes) that’s genuine.
- Kind. 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 publish would attain their viewers, Traackr reveals the share 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 more than likely not see sponsored posts.
3. Efficiency Metrics
Most entrepreneurs know that efficiency metrics are an essential class of influencer statistics to judge when searching for new companions. A typical listing of efficiency metrics embody:
- Attain
- Impressions
- Complete variety of engagements
- Complete variety of video views
- Engagement charges
- Video view charges
So out of the listing, what are crucial ones to concentrate on? We will take some clues from this:
“As a finest observe, keep away from metrics that solely concentrate on quantity or absolute numbers, as the info will typically skew unfairly (and inaccurately) in the direction of influencers with bigger audiences. For instance, in the event you’re evaluating a VIP (5+ million followers) influencer to a macro tier influencer (50K-250K followers), after all the VIP is more likely to obtain extra views attributable to their scale.” — Halie Soprano, senior influencer advertising marketing consultant at Traackr
The easiest way to get round this “difficulty of scale”, and as a substitute hone in on relative affect? Engagement and video view charges. Evaluating influencers and their content material primarily based on view or engagement charge normalizes the scale of their viewers and in the end implies that the analysis of their efficiency can be proportional to their attain (i.e. there’s no unfair bias in the direction of influencers with massive followings).
In fact, there are two caveats to this! One, in case your purpose is all about broad consciousness and fewer about partaking 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 people who see it should keep in mind it). Two, not all engagement is sweet. It’s essential 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 essential factor to think about when looking for and evaluating potential companions. Listed here are some essential areas to concentrate on:
- Viewers sentiment. It’s nice if an influencer has a excessive engagement charge on their content material, however typically 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 constructive? Adverse? Simply emojis? Or are they substantive? Does the influencer reply again to them, indicating that they’re centered on constructing out true neighborhood?
This subsequent set of things will be fairly time consuming if accomplished manually. In case you are considering of getting an influencer advertising platform (or have already got one) be sure that it lets you search by means of previous content material with key phrases and hashtags. This is not going to solely make discovering top influencers sooner, it should assist you to actually search with nuance and specificity!
- Sponsored content material quantity. Utilizing your influencer advertising platform, search previous content material for key phrases like “use my code”, “hyperlink in bio”, “#sponsored”, “I partnered with”, and so forth. 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 path, it could possibly take away from a creator’s authenticity and drown out your model. One of these search additionally lets you conduct a efficiency evaluation on content material that’s particularly sponsored, providing 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 essential opponents, and even merchandise/elements which can be 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 opponents) or already primed to like your model and make the most of any offers which can be supplied.
- Model values match. Final, however definitely not least, an influencer companion ought to align along with your model’s values. This might imply quite a lot of issues. Does your model rise up for the surroundings and promote sustainable merchandise? Then you definately in all probability gained’t need to companion with an influencer who wears quite a lot of quick vogue. Does your model promote range, fairness, and inclusion? Then you definately in all probability need to companion with a various set of influencers who converse up on these subjects. The extra aligned your influencer’s values are along with your model values, the extra genuine the partnership can be. Much like the opposite factors listed right here, you possibly can obtain the majority of this work by compiling an inventory of key phrases which can be related to your values after which search by means of influencers’ previous content material for them. For those who’re searching for an instance of a model that has accomplished this effectively, take a look at how Beekman 1802 discovered top influencers who shared its worth of “kindness”.
Once more, whereas these things aren’t essentially “statistics” within the strict sense, they’re qualitative insights that may enable you carry on influencers which can be an excellent match on your model and might grow to be long run companions.
