Selecting influencers based primarily on their number of followers might seem like an easy way to maximize reach. However, this strategy can have several pitfalls:

1. Low Engagement Rates: A larger follower count doesn’t necessarily mean higher engagement. Engagement is often more valuable, indicating active, interested followers who are more likely to convert.

2. Inauthentic Followers: An influencer may have many followers, but not all may be genuine. Some influencers have been known to inflate their follower counts with bots or fake accounts.

3. Irrelevant Audience: Bigger doesn’t always mean better. An influencer with fewer, more targeted followers may drive higher ROI if their audience aligns well with your target market.

4. High Costs: More followers often means higher price tags for influencer partnerships, which might not equate to better ROI.

To navigate these complexities, companies like Flinque provide tools that go beyond follower counts, allowing deeper audience analysis. They let brands look into other critical factors such as audience demographics and engagement metrics, thus ensuring a better fit between the influencers and the brands.

Platforms like AspireIQ and Upfluence also offer in-depth audience insights, although their emphasis and interfaces vary. AspireIQ focuses on streamlining the campaign workflow, while Upfluence provides powerful search and audience demographics data.

Remember, the best influencer marketing platform or approach for your team will depend on your specific needs, objectives and budget. It’s always best to do some trial and error and find the most effective method for your team.