Influencer Campaign: 6 Key Metrics to Evaluate Influencers on

You have finished the first step of finding the right-fit influencers for your brand.

But you only know them on a surface level for now, and what's the next thing you have to do is dive deeper and find out more about them.

How can you do this? By looking at numbers.

They'll help you gain the confidence that they're the right influencer for your campaign strategy, theme, goals, and overall brand.

In this blog, we share what essential metrics to evaluate an influencer's profile to work with the right influencers.

1. Channel Mix and Depth of Presence

While planning your influencer campaign, you might have prepared a mix of channels you want to use.

Hence, your first metric to evaluate an influencer will be their presence on social media channels.

You have to look at the following these while doing so -

1. What's their channel mix and the platforms they're on?

2. Which channels are they most and least active on?

(If you're a fashion brand, you might look for an influencer with a following on Instagram, Pinterest, and TikTok).

3. Which target segment do they want to reach through their channels?

4. What's their performance on each channel in the mix?

(Followers, Posts, Engagement, and more).

That's the first step.

Now that you know what channels they use, the next thing is to see what content they build and share.

2. Content Formats, Intent, and Topics

For your influencer campaign, you might have envisioned how you want your content to be (the format, the key messaging, the theme, and the action it will lead to).

Hence, the second metric to evaluate an influencer will be their Content.

You will have to look through these insights here: 

1. What's the type (Educational, Promotional, Fun, or Aspirational) and format of content they use the most?

2. What are the topics they focus on the most? Are there any which are relevant to your brand?

3. What styles, tones, or themes reflect in their content? Do they align with your brand's personality and values?

4. Which were their best-performing pieces and Why? (List the content type, topic, format, and style along with the engagement)

5. Which content pieces failed to hit the mark and Why? (You will get further clarity on whether they align with you and can help your brand grow).

That's all. 

With these insights, you have to take a step further to see how they have collaborated and performed in the past.

3. Launched Campaigns and Performance (Organic and Paid) 

You have two pieces by now - the influencer's content and the channels they use and have a presence on.

The next piece to the puzzle is whether the creator has the expertise to help your influencer campaign fly off the charts.

So, the third metric to evaluate an influencer will be their Campaign History and Insights.

You have to dig deep and find answers to these questions -

1. What campaigns have they launched so far? 

2. Were the influencer campaigns paid or organic? 

3. Did they partner with a brand or influencer for that? Was it solely for their brand's growth?

4. What were the campaign's goals, content, theme, and channels they used - along with the results?

5. How did they distribute, promote, and engage with the content?

6. Was there anything unique about the campaign that stands out?

4. Previous Collaborations (with Brands and Influencers)

In continuation with the last step, the fourth metric to evaluate an influencer will be their Previous Collaborations with brands and other creators.

You will look into these things in this step -

1. For Brands, what's their category, market position, and target segment?

For Influencers, what's their type (Micro, Macro, or Nano), audience, niche, and channel mix?

2. What was the purpose of their collaboration? Did they work together for an event, a product line, or to support a cause?

(It will help you know the influencer's interests better).

3. What was the nature of their collaboration? Did they come together for one influencer campaign, or is it an ongoing relationship?

We have covered what you need to know about an influencer's campaign and collaborations.

The last thing to evaluate an influencer will be the Brand they've built so far.

5. Brand (Image and Engagement)

Though we're talking about it at the end, it's the most vital metric to evaluate an influencer on.

The creators you choose for your influencer campaign should align with your brand and help it achieve its goals through their efforts.

You have to look into two aspects here-

• Brand Image

1. What do they stand for (offering), and what sets them apart?

2. How do they present themselves (personality, style, values), and how do people perceive them?

3. How much do people value their opinion and wait to hear from them?

• Brand Engagement

1. How do they engage with their audience (through posts, DMs, or stories)?

2. What actions/ initiatives do they take to increase the engagement with their fan base (Hosting contests, Q&A's, Sneak-peak series)?

3. What channels do they use, and what's the frequency?

We're now towards the end.

6. Goals Achieved

The last metric to evaluate an influencer will be the goals they've achieved so far.

Here, you will look at their journey, creativity and approach, the milestones they've reached (with brands and influencers or alone), and the things they're capable of doing so.

Through this step, you will get a final validation of whether your chosen influencer will help you achieve your goals with their content and past expertise.

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That’s all about the 6 key metrics to evaluate your influencers on before you collaborate with them.

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Starbuzz's Influencer Report uses various metrics to evaluate an influencer (along with the ones we listed above).

You can use it to decide whether you want to work with the influencer for your campaign or not.

So, try it today to get any Influencer's Report for FREE from our SaaS platform.

(Registration Link and Explainer Video)

Starbuzz is an Influencer Marketing Platform for Brands that helps them save 50% of their influencer marketing time and efforts - all for FREE!