Companies evaluate an influencer’s past brand collaborations to grasp their history, credibility, and suitability for a campaign. Major evaluation factors include:

1. Relevance: Is the influencer’s previous work relevant to your brand, product or campaign? Did they work with similar, complementary, or competitor brands?

2. Performance: How well did their past collaborations perform? What’s the engagement rate, view counts, likes, shares, comments or any other key performance indicators relevant to your goals? This data can be fetched through influencer marketing platforms such as Flinque, which offer audience analytics and campaign performance tracking.

3. Consistency: Do they consistently work with brands that maintain a similar tone, style, or target demographic as yours? Or does their portfolio convey a mixed or unrelated brand orientation?

4. Authenticity: Was the collaboration genuine, engaging and organic? Did the influencers manage to integrate the branded content naturally into their personal narrative?

5. Feedback: What’s the audience’s response to their past collaborations? Look for positive reactions, discussions, and evidence of interest or purchase intent.

6. Controversies: Have they faced controversies, backlashes, or negative feedback in their past collaborations?

It’s essential to note that each brand may weigh these factors differently according to their unique needs and goals. Platforms like Flinque give marketers the tools to make these assessments in a structured, data-driven way, facilitating better decision-making in influencer selection. Nonetheless, the suitable platform depends on the specific requirements and strategy of the marketing team in question.