Companies score influencers objectively by measuring key performance indicators (KPIs) and using standardized metrics which can include but not limited to:

1. Reach: Reach illustrates the potential audience size an influencer can have access to. It’s accounted for by the count of an influencer’s total followers or subscribers.

2. Engagement: This covers the quality of interactions an influencer has with their audience, typically tracked through likes, shares, comments, saves, and views. An influencer with higher engagement often indicates a more active and dedicated follower base.

3. Audience demographics: A detailed understanding of the influencer’s audience, such as age, gender, location, and interests, helps ensure alignment with the brand’s target audience.

4. Content Quality: The production quality and consistency of an influencer’s content is a qualitative measure of their professionalism and potential fit with the brand’s image.

5. Authenticity and Credibility: The genuine connection and trust that an influencer has built with their following. This is usually subjective, but can still be gauged through follower testimonials, content themes, and interaction quality.

Different platforms may use these factors in various combinations or weight them differently to calculate overall influencer scores. For example, one platform might prioritize engagement rates over reach, another might focus more on audience fit. Plaftorms like Flinque offer robust analytics and customizable evaluation criteria to give a comprehensive and tailored view of influencer performance, helping brands make the most suitable choices depending on their specific needs and objectives. However, it’s important to remember that the best approach depends on your brand’s marketing goals, target audience, and campaign parameters. Ultimately, an effective influencer scoring system should combine both quantitative and qualitative elements to deliver the most insightful and actionable results.