It’s not always follower count that brings in the revenue. Try our free influencer analytics tool to check out influencer engagement rates and metrics on social media that help you find the right creators to partner with.
Analyze a Content Creator
Finding the right creator can make the difference in thousands of dollars worth of sales and time in a single influencer marketing campaign. If you’re new to influencer marketing, taking extra time to look for the right creators is one of the best things you can do for your program. And we’ve created an influencer analytics tool to help you begin your search.
If your influencer marketing program is already underway, check out our Free Influencer Lookalike Tool to help you find social media users with similar audiences and styles to your top-performing creators.
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Find the Right Content Creators
The fact is that not every content creator is equally authentic. And not every authentic creator is right for your brand.
It may take a few campaigns to get into a good rhythm of identifying those content creators to match your brand and audience perfectly. And when that happens, your program ROI will rise dramatically.
A common misperception about who the “right content creator” is is that it’s all about the follower counts. Unfortunately, a high follower count doesn’t mean creator success. Rather, content creator success is based on authentic content that nurtures online communities of engaged creators.
“This is the number one question to ask [about influencers] – Do they have a connection to their audience?” – Ethan Frame, Senior Manager, Influencer Marketing at MVMT
Genuine connections between content creators and their followers occur through online conversations. And while some of those conversations occur in direct messages or groups, many of those conversations occur under post comments similar to an online forum.
Celebrity influencers enjoy a massive follower count and can grab the attention of millions of social media users in a single post. This benefit is great for brand awareness. But because of their celebrity status, these content creators nurture online connections through posts that resonate with their audience and are not able to respond to every follower comment.
Nano and micro influencers, on the other hand, are perfect for new influencer marketing programs. These content creators are more affordable, and they usually curate some of the deepest connections with their audience than most social influencers. In general, it is much easier for nano and micro influencers to produce the kind of authentic content that drives conversions.
That said, each content creator has innate strengths and weaknesses. As such, using a variety of creator types can help you guide customers through the buyer’s journey, being sure to employ different kinds of content creators at every stage.
Which Content Creator Metrics Are Most Important?
The most compelling content creator metric is Engagement. Authentic interactions between creators and their followers usually signal trust and rapport.
Engagement metrics can include:
- Post likes
- Post comments
- Shared content
- Shared tags and hashtags
Once you onboard your first group of content creators, you’ll be able to access additional engagement metrics, such as coupon code redemptions and link clicks. But when you are recruiting brand new creators, you may not know what these performance metrics will look like until you’ve launched a campaign.
Engagement never guarantees creator success, but it can signal authenticity. And authenticity builds trust and genuine social media connections. These connections are more likely to convert than others. Which is why engagement is your most reliable content creator metric.
Your Marketing Goals
While engagement metrics are important they are only a piece of the story, there are additional metrics you might take into account based on your marketing goals.
If your objective is brand awareness, follower counts and post impressions will also be important to examine when searching for the right content creators. Because web traffic, impressions, and CTRs are critical.
Engagement metrics are your best indicators when it comes to content creator impact. Assured of audience engagement, you can craft your campaigns with greater confidence as you outline your goals and KPIs.
Why Content Creator Analysis Is a Must for Recruiting Creators
You will serve your influencer marketing program well by performing in-depth content creator analysis. Under close scrutiny, you can avoid recruiting fake influencers, make certain that a creator is safe for your brand, and achieve audience alignment.
Avoiding Fake Influencers
Fake influencers manufacture follower counts and engagement. They may accomplish this by literally buying likes, or they might join a group of wanna-be content creators that intentionally provide engagement in a quid-pro-quo arrangement.
Without authenticity, your influencer marketing program will be transactional and convert fewer customers. While initially you may gain a few more followers, the way to achieve ROI for your program is to ensure you know how to spot fake influencers.
When you know what to look for, spotting fake influencers is easy. If a content creator has a ton of “likes” but few to no comments. If these content creators do have comments, those comments lack substance and may include glaring spelling and grammatical errors indicative of a non-native speaker creating engagement artificially.
Genuine content creators are less likely to have suspicious metrics – you’ll see the relationship the creator built with their audience in the way they interact with each other.
Determining Brand Safety
You’ve worked hard to build your brand and establish credibility with your audience. You’ll want to partner with influencers and content creators that showcase your brand and support the reputation that you’ve created.
Determining brand safety involves taking note of a content creator’s tone and posting style. Depending upon your brand and industry, certain post styles may be inappropriate or unnecessarily controversial.
Additionally, you’ll want to partner with content creators that genuinely love your products. Ideally, you’ve only partnered with a content creator after they’ve given you an unsolicited shout-out to their followers. If they have a strong affinity for your brand, they’re not likely to be partnering with your direct competitors. The best brand-creator relationships generally enjoy a certain level of industry exclusivity.
Examining Content Creator Audiences
You and your content creator should have significant audience alignment. That means that your products/services appeal to the creator’s audience.
Often, content creators build their online communities around certain hobbies or lifestyles. Your products should be relevant to that creator’s online community.
It’s appropriate to note the content creator’s audience demographics, social status, and location. These communities may also promote a particular mood or set of values. Each of these factors is significant and can help you achieve audience alignment.
How to Use Influencer Metrics to Decide What to Pay a Creator
“Many influencer marketing managers don’t feel confident in their knowledge of ‘what a fair price is”’when negotiating with influencers. There’s a good reason for this – there’s no standard cost for influencers.”
GRIN, Top 11 Influencer Negotiation Tips for Landing the Perfect Creator Partnership
Because there is no standard cost for content creators figuring out what to pay a creator can be confusing. Knowing how to leverage the influencer metrics you know into an attractive compensation package can make your influencer marketing negotiations more collaborative.
Content creators with a flat fee should be able to demonstrate strong conversion metrics. Without those metrics, you may be taking an unnecessary risk.
Furthermore, many successful micro-influencers work on product seeding and commissions. This no-upfront-cost model is the perfect fit for young brands on a limited budget. That’s why product seeding is the best place to start your influencer marketing program.
As your program grows, you’ll be able to determine fees based on acreator’s engagement and performance metrics. You’ll also have a good idea of your campaign ROI to determine if a certain fee structure makes sense.
Which Content Creators Are Best for Your Brand Based on Their Analytics?
At the end of the day, your marketing goals and KPIs guide you to know which influencer analytics are the most essential. Your goals establish your long-term or campaign-level objectives, and your KPIs become reasonable milestones to help achieve your objectives.
Based on those goals, certain content creator performance metrics become your KPIs. In most cases, the following metrics contribute to your KPIs:
- Audience engagement
- Link Clicks
- Conversations
- Web traffic
- Subscriptions
- New brand page followers
Conclusion: Use this influencer analysis tool to weed out fake influencers and find the best content creators for your campaigns.
Authentic audience engagement builds brand trust and loyalty among social media audiences. By doing what is required to identify the right content creators for your brand, you’ll achieve more in the way of authentic media than you could on your own branded channels.
Using our free tool above, you can start your content creator search by looking at the most critical creator performance metrics. Once you’ve built a team of content creators and identified your top performers, you can replicate your success by looking for similar creators with new audiences.
Above all, you should track your program performance and test new techniques. Like most marketing approaches, influencer marketing improves with testing and experience. Mindful trial-and-error tactics refine your program over time.
Frequently Asked Questions
You can analyze an influencer manually or with a tool like GRIN’s Influencer Analysis Tool. If you’re doing it manually, look at:
- Their audience. Scroll through their list of followers and look to see if the majority of them seem like real people or bots.
- Their engagement rate. If they have a lot of authentic engagement on their posts, they have a strong connection with their followers.
- The quality of their content. Do the images and videos they post look good? Do they look original?
- How frequently they post. In general, the more an influencer posts, the more people will pay attention. However, there is such a thing as posting too much. Two or more posts a day, every day, can be a bit excessive.
You can use tools within GRIN, the leading Creator Management platform, to search for and recruit influencers across social media channels.
However, if you don’t have the budget or you’re just getting started, try out free tools like GRIN’s Web Extension to learn more about the creators you find while searching through social media platforms.
Influencer analytics are the information you get from looking at an influencer’s key performance indicators (KPIs). For example, you can review several posts’ engagement rates to determine which type of content performs best.
KPIs, or key performance indicators, for influencers are pieces of data you can use to measure an influencer’s performance. Some common KPIs include:
- Follower count – The number of followers they have on a social media platform.
- Engagement rate – You can calculate engagement rate with the following equation: (Post Comments + Post Shares) / Number of Influencer Followers = Engagement Rate.
- Average likes per comment – It’s easy to like a post while not really paying attention to it, but comments require more engagement. Use this to better gauge an audience’s involvement.
Key performance indicators (KPIs) for Instagram analytics include:
- Accounts reached
- Accounts engaged
- Profile visits
- Total followers
- Audience demographics
- Impressions, reach, and engagement per post
- Top posts, stories, reels, videos, and live videos
- And much more
You can access these for business and creator Instagram accounts by going to your profile and clicking Insights.
While social media platform-generated data, like Instagram Insights, are private for each user, you can manually look for general insights or use third-party tools to get more information. For example, GRIN can show you a creator’s follower count, engagement rate, posting frequency, credibility score, audience demographics, and more.
GRIN is the best tool to find social media influencers to partner with. Not only can you search through a database of creators and see metrics for their profiles, but you can also discover influential customers and see creators who are already talking about your brand online.
You can research influencers using free tools and paid platforms like GRIN. Some of our favorite free tools include:
- GRIN’s Web Extension – Navigate to a creator’s social media profile and immediately access data like follower count, engagement rate, and more.
- Fake Influencer Tool – You can use this to check out a creator’s audience credibility score.
- Influencer Comparison Tool – Not sure whether a micro or a macro influencer is right for your brand? Use this tool to compare metrics between them.
- Influencer Analysis Tool – Use this to discover key metrics, including total posts and engagement rate.
- Creator Lookalike Tool – If one particular creator has been bringing you awesome results, find other influential people just like them with this tool!
- Influencer Engagement Rate Calculator – Skip the math, and use this tool to determine a creator’s engagement rate.
Determining the success of an influencer marketing campaign depends on what your initial goals are. If you hope to build brand awareness, you can analyze the follower growth on your brand accounts and the engagement that your creators’ posts receive. Or, if you want to drive conversions, you can use tools like affiliate links or discount codes to track the sales your creators helped you earn.
For more information on picking goals and measuring campaign success, check out our blog: 20 KPIs For Your Influencer Marketing Campaign.
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