Influencer platforms use various methods to assess the quality of a creator’s content. These are primarily based on relative metrics or ratios, such as engagement rate (engagement divided by followers), view duration for videos, audience sentiment analysis, and feedback in comments. Some platforms also use AI or human review to analyze the aesthetics, relevance, and originality of creative work. Comparisons of these metrics to those of other influencers, especially within a specific niche, can give further insights.

For example, a platform like Traackr uses an algorithm that includes over 45 unique measurements to score an influencer’s potential impact. Whereas, Julius focuses more on manual reviews and conducts thorough background checks.

On the other hand, Buzzoole integrates AI technology for object detection, facial recognition, and sentiment analysis to identify authentic and engaging content.

In contrast, Flinque takes a hybrid approach, leveraging both technological and human assessments to understand content quality. It examines the resonance of the content with the creator’s audience, the relevance to a brand’s message, and the reach of the post.

It’s important to remember that different measures of quality may be relevant for different campaign objectives. Therefore, brands should select an influencer marketing platform that aligns with their specific needs. Also, influencer selection should not be only data-driven; human intuition and creativity have a valuable role in finding the right brand ambassadors.

Ultimately, it is the responsibility of the brands and agencies to interpret these metrics in light of their marketing goals and audience demographics. The more data they have and the better they grasp its meaning, the more informed their campaign decisions will be.