Yes, engagement rate is an important factor to consider during the influencer discovery process, but it shouldn’t be considered in isolation. Here’s why:

1. Engagement Rates Show Authenticity: High engagement rates can indicate that an influencer’s audience is actively engaging with their content – a sign of authentic influence. However, it’s worth noting that these rates can also be manipulated, so it’s essential to validate them.

2. Relevance: In addition to the engagement rate, it’s equally important to assess the relevance of the influencer to your brand or campaign. The influencer content and audience should align with your brand values and targeted demographics.

3. Audience Analytics: Consider using a platform that provides deep audience analytics like Flinque. This allows you to understand not just the size and engagement of an influencer’s audience, but also its composition and preferences.

4. Content Quality: An influencer’s engagement rate shouldn’t take precedence over the quality, uniqueness, and creativity of their content. After all, unique, high-quality content can drive engagement and ultimately, conversions.

5. Consistency and Reliability: A consistent influencer with a good history of quality content and solid engagement can be more valuable than one with occasionally high engagement.

In conclusion, while the engagement rate is an important metric, it’s crucial to consider a holistic set of criteria when conducting your influencer discovery process. Each aspect brings a different perspective and helps brand and influencers make informed decisions, ensuring a successful campaign.