All Influencers Are Not Created Equal: How to Analyze Social Influencers

When it comes to choosing the right influencer for your product, service, or message choosing the right influencer is extremely important.   Keep in mind certain industries & topics have a larger selection of influencers to choose from. While some industries & topics are very limited. Obviously, the bigger the pool of influencers the pickier one can be when making selections. If the influencer pool for a certain industry or topic does not showcase an influencer that looks promising, it’s best not to settle on a sub-par influencer. The strategy then would be, to look at a macro influencer that crosses into the industry or has credibility indirectly on the topic. If there is still not a viable option, then be patient and continue to research other influencers. Let’s take a look at different variables that come into play when researching which influencers are best.

Look at the influencer’s following, in its entirety. Typically, an influencer has a primary platform that their following uses. However, their core following often follows them on other platforms too. Look at the primary platform and all other platforms used, to better quantify the overall following of the influencer. Next you want to look at the influencers average engagement per blog, video, or social entry. If an influencer has a following of 100k on Facebook, & an average engagement of 2k per entry that gives you a better understanding of how active the influencers following really is. It can also reveal which topics, photo types, etc. get the most engagement for that specific influencer. Many other quantifications can stem from the influencer’s total following. Take the time needed to evaluate.

Influencer vs. Influencer often sizes up how valuable an influencer is with regards to an industry or topic. Influencers are very proud of what they place onto the internet and pride themselves on their following but often overlook the importance of hierarchy. Why is this important, because an influencer may value themselves at a price point that is not justifiable. One easy way to justify an influencers valuation is by comparing their stats to some similar influencers. Some qualitative factors need to be pointed out because no influencer is exactly the same but a range of where an influencer should be is ultimately what you’re looking for. Also keep in mind a micro influencer is a micro influencer, and a macro influencer is a macro influencer.     Often micro influencers get this confused and believe that they are in fact a macro influencer when in reality they are not. It’s not to say one is more valuable than the other but it’s important to size up influencers based on what they really are. Some influencers are jaded on reality but it doesn’t mean the company selecting its influencers have to be.

These are just a couple variables that should be researched when selecting the right influencer for a company. It’s important to understand every influencer is a little different and just because they have a successful following in regards to a specific industry or topic doesn’t mean they would be a perfect fit for every company with in that industry or topic. If a company cannot see its product, service, or message genuinely being used, appreciated, or promoted by the influencer; Then the Influencer, most likely may not be the right match for the company.  Keep in mind the influencers following will see right through it, & the company will not get the ROI its looking for.