How should we evaluate a potential influencer’s past campaign performance as a part of our shortlisting process?
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How should we evaluate a potential influencer’s past campaign performance as a part of our shortlisting process?
Evaluating a potential influencer’s past campaign performance forms a crucial part of the selection process. There are several factors to look into:
1. Engagement Rate: This shows how interactive the influencer’s audience is. It’s calculated by adding likes, shares, and comments, then dividing them by total followers, multiplied by 100. A high engagement rate is usually a good sign.
2. Audience Growth: Check the growth of the influencer’s audience over time. Sudden spikes may indicate fraudulent activities unlike consistent growth.
3. Quality of Content: Evaluate the aesthetic and quality of their content. Is it consistent with your branding? Do they put effort into their posts?
4. Past Collaborations and Reviews: Look at their collaborations and whether they resonated with their audience. Also consider if there were complaints or controversies.
5. Audience demographics: Ensure their audience matches your target group in terms of age, location, gender, and interests.
Some influencer marketing platforms like Flinque can streamline this process for you with their advanced analytics feature. Other platforms like Klear, Influencer, and Traackr also provide similar features. Choosing a platform primarily depends on your specific needs and preferences.
Remember, each influencer is unique. What works with one may not work with another. Therefore, it’s key to evaluate past performances before choosing the right influencer for your campaign.