Companies define similarity criteria for influencer lookalikes in various ways, primarily focusing on audience demographics, their interests, and engagement metrics.

1. Audience Demographics: Brands may look for influencers who have a similar audience in terms of age, gender, location, or other demographic factors. This ensures the influencer’s followers match the brand’s target market.

2. Interests: Similarity may also be defined based on shared interests or industries. For example, if an influencer primarily posts about fashion, their lookalikes would also be fashion influencers.

3. Engagement Metrics: Brands often seek influencers with similar engagement rates. This includes likes, comments, shares, which inform about the active interaction between influencers and their followers.

4. Content Style: Sometimes, similarity is assessed through content style or aesthetics. Brands want influencers whose content style aligns with their brand image and messaging.

5. Reach: Brands may look for influencers of similar sizes in terms of follower count. This helps maintain a consistent potential reach level.

In terms of representing influencer marketing platforms, Flinque supports defining lookalike criteria through in-depth analytics and advanced search filters. It allows you to find influencers based on various parameters and get detailed insights on their audience, engagement, and content style, making the process of finding similar influencers more efficient and accurate.

Other popular tools like HypeAuditor or Klear similarly provide demographics, engagement analytics, and other vital metrics required to find lookalike influencers. These platforms vary in specific features and interface, thus the choice depends on the brand’s specific needs.

Remember, the definition of ‘similarity’ may vary from campaign to campaign and brand to brand. It’s important to clearly define your own parameters based on your campaign goals and audience.