4 Influencer Statistics To Look For I Traackr

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Each good marketer is aware of {that a} profitable influencer program begins with discovering prime influencers who’re a very good match to your model. That being stated, this doesn’t come straightforward. In reality, 81% of entrepreneurs say that discovering the correct influencers continues to be a principal problem.

One of the simplest ways to beat this problem? Information. 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 Measurement

Viewers measurement could be a large determinant in whether or not you determine 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 completely different influencer tiers, it’s essential that you just don’t use them as the primary influencer statistic for figuring out a creator’s worth or match. Tiers are only one strategy to categorize creators, however how you employ this info is basically dependent in your objectives. Despite the fact that it’s not unusual for partnership prices to fall alongside the tier strains (e.g. VIPs and megas possible cost greater than smaller tiers), that doesn’t essentially imply that the larger tiers are the correct match to your marketing campaign. In reality our current US Influencer Advertising Influence Report discovered that nano and micro influencers that submit sponsored content material see environment friendly outcomes. In the event you’re on the lookout for an actual life instance of this, you possibly can 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 prime influencers in nano, micro, and macro tiers with a view to construct robust 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 measurement.

The opposite factor to think about is creating a multi-tiered strategy. For instance, hims & hers has used a technique that includes prime influencers from a number of tiers, with outstanding 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 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 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 many others. ought to align together with your buyer profile. Whereas it’s usually finest apply to have 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 selected 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 guage. That is sometimes a bit more durable to do manually, however could be finished simply with an influencer advertising and marketing platform. For instance, Traackr may 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. 
  • 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 shoppers? If there’s a low proportion of normal shoppers, it’s doable that sponsored content material with this influencer received’t attain your audience.
  • Reachability. To see if an influencer’s natural or sponsored submit 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 truly be impacted by content material! For instance, somebody who’s following greater than 1,500 accounts will almost certainly not see sponsored posts. 

3. Efficiency Metrics

Most entrepreneurs know that efficiency metrics are an essential class of influencer statistics to guage when on the lookout 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 an important ones to deal with? We are able to take some clues from this:

“As a finest apply, keep away from metrics that solely deal with quantity or absolute numbers, as the information will typically 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 prone to obtain extra views because of their scale.” — Halie Soprano, senior influencer advertising and marketing guide at Traackr

One of the simplest ways to get round this “problem of scale”, and as a substitute hone in on relative impression? 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 shall be proportional to their attain (i.e. there’s no unfair bias in the direction of influencers with giant 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 bear in mind it). Two, not all engagement is nice. 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 ingredient to think about when looking for and evaluating potential companions. Listed here are some essential areas to deal with:

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

This subsequent set of things could be fairly time consuming if finished manually. If you’re pondering of getting an influencer advertising and marketing platform (or have already got one) be sure it lets you search via previous content material with key phrases and hashtags. This is not going to solely make discovering prime influencers sooner, it can let you 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 concept of an influencer’s paid-to-organic content material ratio. If content material is tipping extra within the paid course, it will possibly take away from a creator’s authenticity and drown out your model. This kind of 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 very best companions are those that already love your model. Search previous content material for mentions of your personal model, mentions of your principal opponents, and even merchandise/substances which can be associated to your merchandise! This gives 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 reap the benefits of any offers which can be provided. 
  • Model values match. Final, however definitely not least, an influencer companion ought to align together with your model’s values. This might imply a wide range of issues. Does your model get up for the setting and promote sustainable merchandise? You then in all probability received’t need to companion with an influencer who wears lots of quick style. Does your model promote range, fairness, and inclusion? You then in all probability need to companion with a various set of influencers who communicate up on these matters. The extra aligned your influencer’s values are together with your model values, the extra genuine the partnership shall be. Just like the opposite factors listed right here, you possibly can obtain the majority of this work by compiling a listing of key phrases which can be related to your values after which search via influencers’ previous content material for them. In the event you’re on the lookout for an instance of a model that has finished this properly, 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 assist you carry on influencers which can be a very good match to your model and may turn out to be long run companions.

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