You’re not investing smartly in an influencer if you’re not looking at these data sources to learn about their reach.
Working on a lean marketing team here at Reelio, we understand first-hand the importance of knowing how Linkedin - and any other platform we use - can reach our target audience.
We simply can’t afford to have dollars wasted on an audience that’s not right for us, and we know this is the case for our clients as well who come to us wanting to reach their audience through influencers. That’s why we’re going to list the three data sources you should always check before working with an influencer to make sure they're reaching the audience you want.
Whether you’re managing influencers on your own, managing them with a platform or agency, or working with talent managers, these are the three data sources you should check every time before working with any social media influencer.
Check These Data Sources to Make Sure Your Desired Influencer Actually Reaches Your Audience
These data sets will not only help you feel better about the influencer you choose to work with, but they'll also help you better understand the full impact of your influencer campaign once it's completed.
An Influencer’s Public Social Media Data
An influencer's public data is the data that you usually look at first when searching for influencers; including subscribers/followers, views, likes, dislikes and comments.
This data is good for giving you a sense of how much it might cost to work with a prospective influencer (the more followers/subscribers, the more expensive), and can give you some idea of the content types that earn a lot of engagement for that particular influencer. Use it to help you find influencers you like in your price range, but don't rely on it to get information on an influencer's audience.
Make Sure Influencer Platforms are Giving You Up-To-Date Public Data
Some influencer search platforms scrape public data to help individuals find influencers on a mass scale. They can also calculate watch-time and media value. When using these sites however, just be sure to check that the data about influencers is up to date. Ask how often their data gets updated; the more frequent, the better, as an influencer’s audience demographics can dramatically change within a day depending on negative or positive exposure.
An Influencer’s Private Data
An influencer's private audience data is hugely important to ensuring your influencer campaign is successful. While you may think you know who an influencer’s audience is based on their style, tone and content, it's not always so obvious.
For example, a fashion-forward female influencer who likes to model bikinis in summer may attract more young males than a female audience. The only way to know an influencer's audience is to see their private audience data.
An influencer’s private data will tell you the following about their audience:
- age group
- gender breakdown
- Views, dislikes, likes, shares by country
- Subscriber change
- Viewer breakdown by state
- Average view duration by state
- Shares by sharing service (mobile platform, desktop, copy/paste share, email)
- Views by device
This layer of data will 1) help you make a much better decision on which influencer best reaches your audience and 2) can also help you make more informed decisions about future campaigns by seeing where the most engagement took place and by whom.
Reelio has access to this data of the creators who have signed on to our platform; here's why they allow us to access this data.
An Influencer’s Performance Data
An influencer's social media performance data can help you analyze how well prospective influencers are performing against the marketing KPIs you're looking to hit. For example, if you’re looking to drive awareness look at an influencer's cost-per-view (CPV), cost-per-impression (CPI), or cost-per-engagement (CPE).
If an influencer doesn’t have historical performance data, you can use similar influencer channels in size, vertical and audience, to gauge what kind of influencer will help progress your goals. After five years of running campaigns, Reelio has a bank of performance data from our creators that can help you make a better decision about who to work with.
How to Get This Data
You can ask influencers directly for their data or whoever is managing the influencer/brand relationship for private and performance data. Influencers are pretty open to sharing it with brands.
Additionally, Reelio's featured creator tool can help you see which influencers are the most professional to work with. We know finding quality influencers is tough, but help us help you save some time and money with our quality, curated talent.
Looking for creators? Hopefully these lists can help.