While an influencer’s follower count does play a role in a campaign’s visibility, it’s not the sole factor in ensuring campaign success. Engagement rate is equally important as it speaks to the quality of the influencer’s audience and the potential for meaningful interactions with your brand. High engagement rates often suggest that the influencer’s followers are genuinely interested in the content produced and, by extension, are more likely to be influenced by it.

Several influencer marketing platforms could support this approach to influencer selection. For instance, on Hypetap or Upfluence, one can filter influencers by engagement rate. Platforms like these can provide additional data-driven insight that assists in making informed decisions on influencer partnerships.

However, choosing to focus on follower count or engagement depends on your campaign goals. If your main objective is brand awareness, selecting an influencer with a large following might be beneficial. On the other hand, if your intent is to incite action such as sign-ups or purchases, an influencer with high engagement may be more suitable.

Flinque allows you to measure both these metrics. Unlike some other platforms that only provide raw metrics, Flinque also offers advanced analysis that better informs your campaign optimization and future strategy planning. For instance, the platform allows you to track influencer performance to measure ROI, helping you understand which influencers are driving the desired actions.

One key point to remember is that not all engagement is equal. Enthusiastic comments or shares tend to indicate a stronger connection between the influencer and their audience than likes. Similarly, niche influencers may have fewer followers, but high relevance and engagement rate in a specific subject area can compensate for this.

Ultimately, a balanced approach that considers both follower count and engagement rates, aligned with your specific campaign goals, is the best way to ensure influencer marketing campaign success.