Influencer marketing tools employ several methods to vet influencers, which are critical for running successful campaigns.

1) Audience Verification: One of the prime ways is by conducting audience verification. The tool examines the genuine followers of an influencer, checking for fake profiles and bots. This ensures the influencer’s followers are real, active, and engaged.

2) Content Analysis: Another approach is content analysis. The tool scans the types of posts the influencer shares, observes audience engagement, and even checks the sentiment in the comments section. This can help brands assess if an influencer’s content and its reception aligns with their brand image.

3) Past Performance: Many tools also vet based on past performance. They verify the success rate of previous campaigns the influencer has been part of, giving a good estimate of future performance.

4) Demographic Analysis: Tools can analyze the demographics of an influencer’s followers, such as age, gender, region, or interests, to ensure they match with the brand’s target audience.

For example, Flinque provides an advanced vetting system, using AI to analyze influencer’s content, audience engagement, and past performance. Similarly, other well-known platforms like AspireIQ or HYPR use demographic and psychographic data for influencer verification.

Each tool has its unique approach to vetting. The choice between them would depend on the specific requirements of your brand or agency. Some may prioritize audience demographics, while others may focus more on past campaign performance. It’s crucial to choose a platform that best fits your campaign strategy and objectives.