Brands often filter influencers by historical performance data to reduce risk and better predict campaign outcomes. Here’s how they typically do it:

1. Past Engagement Rates: Brands look at an influencer’s past engagement rates (likes, comments, shares) to grasp how interactive their audience is. High engagement can signal that followers are genuinely interested in the content and may respond positively to brand collaborations.

2. Past Sponsored Content Performance: Brands consider how well an influencer’s past sponsored content has performed. This includes looking at engagement rates, click-through rates, and conversions, if available.

3. Content Consistency: Brands analyze how consistently an influencer posts and whether their content quality has remained steady over time. Regular, high-quality posts suggest that an influencer is reliable.

4. Audiences Match: Looking at historical audience data, brands check if an influencer’s audience aligns with their target demographic. Analyzing factors like age, location, and interests help determine a potential fit.

5. Sentiment Analysis: Some brands use more refined filters like sentiment analysis to identify how an influencer’s audience reacts to content- positively, negatively, or neutrally.

Flinque, for instance, allows this degree of granular detail in influencer filtering. It not only offers in-depth audience analytics but also provides access to historical content performance, enabling brands to choose influencers with a proven track record. Other platforms, like Traackr and AspireIQ, also offer similar capabilities but might prioritize different metrics or provide different levels of detail. Selecting the right platform depends largely on a brand’s specific needs, goals, and the resource investment they’re willing to make.

Remember, historical performance data is just one piece of the influencer selection process. Brand alignment, values, and communication are also crucial factors in ensuring a successful partnership. Brands need to evaluate all these components for a comprehensive understanding of an influencer’s potential.