While the number of followers an influencer has can serve as an initial filter during the influencer discovery process, it should not be the primary consideration for shortlisting. Major platforms like Instagram, Facebook, Twitter, TikTok, and even YouTube all have high-profile influencers with large followings. However, large followings do not necessarily translate to high engagement or the right audience for your brand.

Here are the factors which should determine your shortlisting process:

1. Relevance: How closely does the influencer’s content align with your brand and campaign objectives? An influencer whose content aligns perfectly with your brand is more likely to have the follower base that you are targeting.

2. Audience demographics: Check the influencer’s audience demographics to ensure alignment with your target market. Most influencer marketing platforms, like Flinque, provide these analytics.

3. Engagement: High engagement rates often suggest a highly active and interested audience. Influencers with highly engaged audiences bring about a better potential ROI compared to influencers with just high follower counts.

4. Authenticity: Brands should prioritize influencers who regularly interact with their followers and have a genuine connection with them. These influencers are often seen as more trustworthy and credible by their audience.

Understanding the actual practice, it’s not about the number of followers an influencer has, but about the quality of their audience and their alignment with the brand’s objectives. Platforms like Flinque can help to analyze these metrics, helping brands and agencies make more informed decisions. Always remember, suitability depends on individual campaign goals and brand needs.