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Evaluating Influencers

Updated: Apr 27, 2023

Consider the following factors when vetting and analysing potential influencer partners for your upcoming program.

Beauty Influencer

So, you want to evaluate an influencer? No problem, it's as easy as pie! Well, maybe not that easy, but it's definitely doable. Here are some tips on how to evaluate the influence, of an influencer, for your influencer campaign :)

First things first, let's talk about relevance. Is the influencer relevant to your brand? Because if you're selling cat food, you don't want to be working with a dog influencer, now do you? That would be a cat-astrophe!

Next up, reach. How many followers does the influencer have? Are they engaged with their audience? Does their audience consist of true and faithful followers, or are they being followed by a large number of shops, brands and businesses? And you need to assess the growth of their audience. If the influencer has maintained steady follower growth over a long period of time, they usually command far greater influence than those “15-minutes of fame” personalities who may have amassed a large following after a controversial Reality-TV episode!

Authenticity is also key. You want an influencer who's passionate about your brand and isn't just in it for the freebies. It's like when your friend recommends a restaurant, you trust their opinion because you know they're not just doing it for the free meal. Choose an influencer who will genuinely love your brand and wants to shout it from the rooftops.

Then there is performance and brand safety. Check out the influencer's past work with other brands. Did they deliver on their promises? Did the campaign perform well? How did their audience react to their sponsored post? You want to make sure the influencer you work with aligns with your brand values. Do they have a history of posting controversial content? Don't let your brand become the next "Cancel Culture" victim because you’ve partnered with a lunatic.

Last but not least, pricing. Can you afford the influencer? Are they worth the investment? Are your needed results realistic based on the budget you have. You don't want to end up like a broke university student who spent their entire pay check on avocado toast. The key here is to use an influencer’s social media data to forecast potential results. How many engagements or views do they achieve on average? Based on their proposed costs and deliverables, how does their averages measure against your cost per view or cost per engagement goals?

Evaluating influencers takes time and effort, but it's worth it. By considering relevance, reach, authenticity, performance, brand safety, and pricing, you'll be able to find the perfect match for your brand. But remember, don't rush the process and choose an influencer who's passionate about your brand and can authentically represent it to their audience.


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