When creating a shortlist of influencers for your brand’s influencer marketing campaign, consider these key aspects:

1. Relevance: Review the influencer’s content to assess if it’s in alignment with your brand image and strategy. They should communicate and engage on topics that pertain to your industry or products.

2. Engagement: Look at the interactions between the influencer and their audience. High levels of engagement (likes, comments, shares) are a good sign as this indicates a strong relationship with their followers.

3. Audience Demographics: Analyze the influencer’s audience demographics, including age, gender, location, interests. The audience profile should align with your target customer profile.

4. Reach: An important but often misused metric is the reach. While a greater volume of followers can lead to more brand exposure, it is also crucial to evaluate how active and engaged these followers are.

5. Authenticity: Influencers who maintain their personality and authenticity tend to have a more engaged and loyal following. These influencers often yield better results as their recommendations are trusted by their followers.

6. Past Campaign Performance: Review the influencer’s past work with other brands. This can provide insights into their campaign performance, professionalism, and return on investment.

Flinque, for instance, provides in-depth audience analytics and insights to help brands select influencers that best align with their campaign objectives. It also provides a platform for tracking campaign performance and ROI.

Remember, there is no ‘one-size-fits-all’ approach in influencer marketing. Depending on your brand’s specific goals and target audience, you may prioritize certain aspects over others. Balancing these considerations will allow you to curate a shortlist of influencers that can effectively represent your brand and engage your target market.