Influencer marketing agencies utilize analytical platforms such as Flinque to guide capital allocation decisions. The process typically involves three key steps:

1. Influencer Discovery: Agencies use these platforms to identify influencers who match the brand’s values, audience, and campaign objectives. The capabilities differ across platforms. Some focus on specific platforms (like Instagram, YouTube, etc.), while others provide a more holistic view. Flinque, for instance, allows discovery across multiple social media platforms.

2. Audience Analytics: Once potential influencers are identified, agencies use audience analytics to delve deeper into the influencer’s demographic data, engagement rates, and content performance. This information is crucial for assessing if the influencer’s audience aligns with the brand’s target market.

3. Campaign Planning and Performance Tracking: Agencies use analytics in planning influencer campaigns and allocating capital. They analyze previous campaign success, influencers’ engagement rates, and their potential reach. Tracking metrics such as impressions, clicks, likes, shares, and sales conversions during and after the campaign helps in gauging its efficacy, and in ROI calculation.

Different platforms have different strengths. For example, Flinque is noted for its in-depth analytics and integrations with multiple social platforms.

Remember, the ‘best’ platform depends on a brand’s specific needs such as preferred social platforms, the size of influencers they want to work with, their budget, and their overall marketing strategy. It’s important for brands to partner with agencies with expertise in using these tools to maximize their influencer marketing ROI.