It is likely that many companies have wondered how they can entrust their campaign's success to a person whose performance they can only partially inspect - if at all. As you examine the resume of a candidate before hiring, paying careful attention to their education, work experience, skills, and time spent on the labor market, you should also carefully study the statistics of influencers before partnering with them. Having this process in place can help a brand pick a content creator who is a great fit for their campaign, and whose audience is engaged and authentic.
The good news is that brands can use analytics tools to assess a creator's performance, analyze their audience's characteristics, and determine their credibility. A good example of these solutions is influencer marketing platforms. Their aggregated influencer metrics can assist brands in understanding the big picture without having to analyze a ton of data. HypeAuditor, a leading end-to-end platform, offers its own in-depth reports that help analyze creator data quickly and effectively. This article will now discuss the five most important influencer metrics and their role in influencer analytics.
Top 5 Key Metrics HypeAuditor Reports Provide
1. AQS
HypeAuditor’s proprietary metric, the Audience Quality Score (AQS in short) is based on a 1 to 100 scale. It allows brands to determine how real is an influencer's following and whether their engagement numbers are authentic. AQS consists of four main elements:
Engagement Rate (ER): The engagement rate metric reflects the percentage of users who interact with the influencer’s content. By analyzing ER, you can determine how effective a creator's content is.
Quality Audience: This metric demonstrates the percentage of real people among the creator’s audience. HypeAuditor breaks down an influencer’s followers into four categories: real users, influencers, mass followers, and suspicious accounts. Accordingly, a quality audience consists of real users and influencers.
An example of high-quality and low-quality audience
Followers and Followings Growth: Using the two graphs, you can view follower and following dynamics over a specified period of time. The graphs clearly demonstrate atypical movements, such as sudden spikes and drops, which may indicate that influencers are using illegal or unorthodox methods to grow their followers.
A Follower Growth graph with negative tendencies
Comments Authenticity: It indicates the percentage of comments and likes generated by real people who were not involved in suspicious activities, such as comment pods or tag-to-win contests. In addition to the quality of the account, we also consider the content of the comment, such as the overuse of emojis and short words, like "Wow" and “Yay”, etc.
An excellent Instagram influencer's AQS
There’s room for improvement for this influencer
As a whole, we analyze 15 metrics that fall under the four major components listed above. A high AQS signifies that the influencer’s audience grew organically and their followers consist mostly of real people who engage regularly with the creator’s content. HypeAuditor categorizes influencer profiles based on the value of the metric.
Excellent: profiles above 90.
Very good: accounts higher than 80, but under 90.
Good: influencer profiles between 60 and 80.
Average: creator accounts between 40 and 60.
Poor: profiles under 25.
The AQS is a valuable indicator for filtering out low-quality accounts that could harm a campaign's results. While it is a powerful tool, we recommend checking other influencer metrics to get a more complete picture.
2. Authentic Engagement
In this metric, we display the average number of likes and comments a post receives from real people. For your efforts to be successful, you need influencers whose audience matches your target audience, however, only focusing on demographics is not enough. You need an active and real audience since the success of your campaign depends on their actions. You won't get your money back from an influencer with a large number of fake followers.
Authentic engagement is one of the top influencer metrics in HypeAuditor’s reports
3. ER
The engagement rate indicates how the creator’s content resonates with the audience. In order to calculate an Instagram influencer’s ER, we take into account the number of likes and comments, as well as the number of followers. When it comes to TikTok, we consider the number of likes, comments, shares, and views.
You should also consider ER in relation to your campaign's goals. You will need influencers with high engagement rates if you want to drive excitement around your new products or increase conversions. Smaller influencers put more effort into cultivating relationships with their followers, so they have the highest Engagement Rates on Instagram and TikTok.
For an Instagram influencer with over 450K followers, an ER of 2.16% is considered good
4. Brand Safety Analysis
A review of content by influencers from a risky topic perspective may be exhausting, but if your brand's prestige is at stake, you should not ignore it. Luckily, HypeAuditor’s algorithms check a creator’s last 25 posts and analyze them for negative markers, indicating whether their content is safe or harmful. Currently, we monitor nine content patterns in influencers’ posts.
Alcohol,
Negative views,
Crime-related and,
Toxic posts,
Offensive and,
Adult topics,
Religious and,
Political content,
Pranks.
With our Brand Safety Analysis, you can protect your brand’s prestige from creators publishing off-limits topics or being involved in scandals.
5. Brand mentions
By looking at brand mentions, you get an idea of what businesses the influencer has partnered with in the past. When you evaluate brand mentions, you can see how content linking to your competitors is performing, as well as uncover untapped niches and new target markets. For example, if you sell healthy snacks, you probably think of teaming up with fitness influencers, but you can also reach out to health-conscious moms. Apart from working with athletes, shoe companies can target people who post about running or walking with their dogs.
Examine how often an influencer mentions a brand and the ER the posts triggered
Key Metrics at Your Fingertips
Voilá! Five crucial metrics to evaluate influencers and lay the foundations for lucrative influencer marketing programs. Creators will be the cornerstone of your campaign and key to your success so make sure they have engaged and authentic audiences and won’t compromise your brand’s reputation. Through HypeAuditor's Creator Report tool, you can analyze Instagram, TikTok, YouTube, Twitch, and Twitter creators' performance, detect anomalies, and avoid candidates who are a poor fit for your company.
