How can you measure an influencer's engagement rate and audience demographics?

Engagement rate shows how effective the influencer partnerships are and making sure they align with the goals of the marketing department. The engagement rate formula is calculated as (Likes+Comments+Shares)/(Total followers). Some tools, like affable and BintanGO show the engagement rate for the influencers you have in mind or group of influencers collectively. It's important to compare the ER to industry benchmarks and realize that different platforms have completely different engagement rates.

The engagement rate is a very important KPI but it can also be bought. One of my main tips before booking an influencer is checking the comment section to see how involved the audience is: - Can you spot longer conversations about the topic the influencer talked about or only short compliments? - Is the influencer answering questions in the first comments and building a community?

Very good insights on measuring engagement metrics and audience demographics. I'd like to add that comparing the engagement rates of different posts or influencers will help ID patterns and trends. Look for consistency and spikes in engagement. When it comes to audience demographics, analyzing content posted by the influencer will shed light on their kind of audience. E.g., if they post about fashion, their audience likes fashion-related topics.

I prefer platform providing insight data rather than depending on other websites Incase creators are not ready providing The data or we are not on that stage yet Depend on multiple insights data providing websites Which will help you get a approximate correct data

It is very important to consider where followers are located, especially in big countries or places with population coming from multiple places like the UAE. As an example and from experience, running a local campaign in the UAE and expecting most influencers to have 30% or more followers within the country is not realistic. Managing expectations on this “wastage” will help.

I think for local campaigns it is very important to check out the demographics but sometimes we tend to oversee potential new customer groups if we narrow it down too much.

“High” engagement depends on perspective. I’ve recently seen a business scenario where the agency managing influencer and social media was changed and they were reporting great performance on engagement vs industry benchmarks. When I asked to see the history of the brand’s page in terms of engagement, it was considerably down - they were telling the story from a favoring angle only.

Balancing engagement rate and audience demographics is crucial. For instance, consider an influencer in the fitness niche with a high engagement rate primarily driven by teenage followers. While their engagement is impressive, if your product targets a middle-aged audience seeking workout solutions, the audience match may be low. In contrast, an influencer with a slightly lower engagement rate but followers in their target demographic would likely yield better results. It's not just about the numbers; it's about the relevance of those numbers to your brand. So, choose influencers that strike the right balance to ensure your message reaches the right people and resonates effectively.

Finding an influencer is one thing. Successfully brokering a partnership with your ideal creator is another. There are often misalignments that prevent a partnership from ever moving forward. Misalignment of expectations on rates, turnaround and terms are typically the most cited reasons. Increased transparency is key to overcoming these common objections as it breeds trust and good will on both sides. This is especially true when seeking to partner with BIPOC influencers who due to a vast racial divide in the industry tend not to have agency representation or deep experience in negotiating brands deals.

how do you find that perfect influencer? Here are some ingredients to consider 1?? Define Your Campaign Objectives: to increase brand awareness, drive sales, promote a new product. 2?? Know Your Target Audience: demographics, interests, and preferences. 3?? Research and Vet Influencers: who are active in your industry, have a strong presence on relevant platforms . 4?? Assess Authenticity and Engagement: to ensure they have an engaged and active following. 5?? Evaluate Reach and Influence: Larger influencers can help you reach a broader audience, while smaller influencers often have niche, highly engaged communities. 6?? Reputation and Credibility: built a positive relationship with their followers .

First you need to define what the “best” means. If you are running an e-commerce, it is a must considering influencers impact on website / app traffic, even if measured indirectly. It is important to set up a learning agenda, test and measure this or it will be hard to judge what worked vs not.

Recognize that influencers possess unique strengths. Some excel in crafting visually captivating Instagram posts, while others are skilled storytellers on YouTube or Twitter. Tailor your influencer choices to the platform and content style that best aligns with your brand and campaign objectives. This approach can result in more authentic and effective collaborations.

There are several types of influencer and depending on your campaign goal you need to choose them. I would compare between: - Knowledgable influencers - Entertaining influencers - Mix The pros of an entertaining influencer is the reach. Most of the time they are reaching a broad audience. So it makes sense to hire them if you want to spread brand awareness and not necessaryly need to generate sales. The knowledgable influencer is often smaller and has a very tight community which will follow the influencers advice on theor area of expertise. You should book them when you want to generate sales and spread word in a nice market. From experience I might also add that long term partnerships pay off.

Some times these tools will only help partially. A consumer journey may or not be clicking on a link the influencer has published. Consumers might see the content on Instagram but google search it instead of clicking, therefore direct measurement of traffic won’t work well. There will need to be a different sales attribution model in pace to complement this scenario.

Start small and run pilots, at low cost and low risk. There are many things to learn, even operationally - eg content production and approval often gets delayed and your planned calendar will be very different from the actually executed one.

If you want to learn about influencers I recommend diving into studies about word-of-mouth marketing and reading the book Contagious from Jonah Berger. What I would also recommend is learning more about PR and start building a relationship with your influencers. You will get way more oppertunities when concentrating on soft skills and the influencer might grow with you.

I don't look at follower count anymore when I'm working with Influencers - I notice their video views. Good content doesn't need a large following anymore now that the algorithms have changed and it's been more apparent than ever that any piece can get pushed to the explore page if it's good enough.

Numbers are a good guide but it’s important to also couple this with due diligence. There are some creators that take part in “engagement groups” which artificially boost their engagement. It worth taking a look through their comments and having a quick analysis at the authenticity of the engagement. Are people commenting generically? Or are they genuinely invested? This will help you make better informed decisions.

Consider the concept of influencer brand affinity. It goes beyond audience demographics and engagement rates. It measures how well the influencer's personal brand aligns with your brand's values and image. Look for influencers whose content naturally resonates with your brand's identity. This alignment can create a more authentic connection with the audience, leading to increased trust and better results. Additionally, remember that long-term partnerships often yield more benefits than one-off collaborations. Building a sustained relationship with influencers can result in more significant brand loyalty and advocacy from their followers.