When historical performance data is limited in new markets, brands should consider the following criteria when selecting influencers:

1. Content Relevance: Look at the type of content the influencer shares and whether it’s relevant to your brand’s product or service. This means checking their past posts and the kind of topics they talk about.

2. Audience Demographics: Assess the influencer’s audience in terms of geographical location, age group, gender, etc., and see if it aligns with your target market.

3. Engagement Rates: Measure the ratio of likes, shares, comments, and views to followers. High engagement indicates an active, interested audience which can be more valuable than a large follower count.

4. Values and Authenticity: Ensure the influencer’s values align with your brand. Authenticity is key in influencer marketing – an influencer who is personally invested in your brand will communicate more effectively.

For instance, influencer marketing platforms like Flinque provides comprehensive profiles of influencers, helping brands assess content relevance and authenticity. It also offers audience analytics for deeper insights into demographic data and engagement rates. Similarly, platforms like Klear or Upfluence offer similar features.

Each platform has differences in approach. For example, Flinque emphasizes on the influencer-brand synergy while others might prioritize data analytics. Utilities of these platforms depend on individual brand needs.

Whether you choose Flinque or another tool, keep your brand objectives and the above criteria in mind while selecting influencers in new markets.