4 Influencer Statistics To Look For I Traackr

Each good marketer is aware of {that a} profitable influencer program begins with discovering prime influencers who’re a very good match on your model. That being stated, this doesn’t come simple. The truth is, 81% of entrepreneurs say that discovering the precise influencers remains to be a important problem.

One of the simplest ways to beat this problem? Knowledge. Under 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 Dimension

Viewers dimension could be a enormous determinant in whether or not you resolve to companion with an influencer. Influencer tiers are decided based mostly 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 totally different influencer tiers, it’s necessary 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 approach to categorize creators, however how you utilize this data is absolutely dependent in your objectives. Though it’s not unusual for partnership prices to fall alongside the tier strains (e.g. VIPs and megas doubtless cost greater than smaller tiers), that doesn’t essentially imply that the larger tiers are the precise match on your marketing campaign. The truth is our latest US Influencer Advertising and marketing Affect Report discovered that nano and micro influencers that publish sponsored content material see environment friendly outcomes. Should you’re in search of an actual life instance of this, you may have 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 possibly can look to how IMAGE Skincare engaged prime influencers in nano, micro, and macro tiers so as to construct sturdy and engaged communities. The model discovered these companions by specializing in engagement charges (as a substitute of whole engagements or video views), permitting them to establish people that create compelling content material, no matter their viewers dimension.

The opposite factor to think about is creating a multi-tiered strategy. For instance, hims & hers has used a method that includes prime influencers from a number of tiers, with exceptional success. A method to do that can be to deliver 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 prime 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 audience. A creator’s viewers demographics like age, gender, location, pursuits, and so on. ought to align along with your buyer profile. Whereas it’s usually greatest apply to have a look at viewers demographics for each model, there are a couple of cases that it’s particularly necessary 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 greatest for a particular shopper 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 guage. That is sometimes a bit more durable to do manually, however might be performed simply with an influencer advertising platform. For instance, Traackr might help you dig additional into the precise make-up of an influencer’s viewers, primarily analyzing:

• Credibility. See the share of an influencer’s whole viewers (outlined by followers) that’s genuine and the share 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 shoppers? If there’s a low proportion of normal shoppers, it’s potential that sponsored content material with this influencer gained’t attain your audience.
• Reachability. To see if an influencer’s natural or sponsored publish would attain their viewers, Traackr reveals the share of followers that observe 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 certainly not see sponsored posts. 

3. Efficiency Metrics

Most entrepreneurs know that efficiency metrics are an necessary class of influencer statistics to guage when in search of new companions. A typical checklist of efficiency metrics embrace:

• 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 concentrate on? We will take some clues from this:

“As a greatest apply, keep away from metrics that solely concentrate on quantity or absolute numbers, as the info will typically skew unfairly (and inaccurately) in direction of influencers with bigger audiences. For instance, should 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 as a result of their scale.” — Halie Soprano, senior influencer advertising marketing consultant at Traackr

One of the simplest ways to get round this “concern of scale”, and as a substitute hone in on relative influence? Engagement and video view charges. Evaluating influencers and their content material based mostly on view or engagement charge normalizes the scale of their viewers and finally implies that the analysis of their efficiency will likely be proportional to their attain (i.e. there’s no unfair bias in direction of influencers with massive followings). 

In fact, there are two caveats to this! One, in case your aim is all about broad consciousness and fewer about participating shoppers then your marketing campaign could also be higher served by influencers which have massive attain and earn a ton of impressions (simply know that this doesn’t assure that people who see it can keep in mind it). Two, not all engagement is sweet. It’s necessary 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 aspect to think about when trying to find and evaluating potential companions. Listed here are some necessary 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 way 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 targeted on constructing out true group? 

This subsequent set of things might be fairly time consuming if performed manually. In case you are considering of getting an influencer advertising platform (or have already got one) be certain that it lets you search by way of previous content material with key phrases and hashtags. This is not going to solely make discovering prime influencers quicker, it can 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 on. This could provide you with a tough concept of an influencer’s paid-to-organic content material ratio. If content material is tipping extra within the paid course, it might probably take away from a creator’s authenticity and drown out your model. Any such search additionally lets you 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 perfect companions are those that already love your model. Search previous content material for mentions of your personal model, mentions of your important opponents, and even merchandise/substances which are associated to your merchandise! This offers you an concept 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 are supplied. 
• Model values match. Final, however definitely not least, an influencer companion ought to align along with your model’s values. This might imply a wide range of issues. Does your model arise for the atmosphere and promote sustainable merchandise? Then you definitely in all probability gained’t wish to companion with an influencer who wears numerous quick style. Does your model promote range, fairness, and inclusion? Then you definitely in all probability wish 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 will likely be. Just like the opposite factors listed right here, you may obtain the majority of this work by compiling an inventory of key phrases which are related to your values after which search by way of influencers’ previous content material for them. Should you’re in search of an instance of a model that has performed this nicely, try how Beekman 1802 discovered prime 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 aid you deliver on influencers which are a very good match on your model and might grow to be long run companions.