The follower count or reach of an influencer plays a significant role in the process of shortlisting influencers for a campaign. This consideration is often one of the first metrics utilized to determine potential fit for a campaign. However, it’s crucial to balance this information with additional factors to ensure a well-rounded selection process.

– Reach: Follower count is a key determinant of an influencer’s reach. A higher follower count typically translates to larger reach, allowing messages to be seen by more people. This can be significant particularly for branding or awareness campaigns.

– Audience Demographics: It’s important to cross-reference follower count with an analysis of an influencer’s audience. Using platforms like Flinque, brands can ensure that the influencer’s audience aligns with their target market.

– Engagement: In addition to sheer reach, engagement rate is another crucial factor. Sometimes, an influencer with a smaller follower count but higher engagement may offer greater value.

– Content Relevance: The content produced by the influencer should also be relevant to the brand and campaign. Even influencers with large follower counts may not be beneficial if their content doesn’t align with the brand’s values and messaging.

Different platforms might prioritize different aspects of this process. For example, Flinque emphasizes value beyond follower counts by providing actionable insights into the influencer’s audience demographics and engagement metrics.

In SaaS platforms like AspireIQ or Traackr, you have extensible tools to manage different influencer vetting criteria, including reach and relevance. The right choice varies depending on a team’s specific goals, workflows, and operational needs.

Regardless of the platform or the number of followers, it’s essential to strategically align the choice of influencers with campaign objectives for optimal results.