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What is a lookalike in influencer marketing?

In influencer marketing, lookalike can describe social media influencers and audiences. A lookalike audience is an audience that is similar to an existing audience or set of followers. Finding lookalike audiences makes it easier to effectively run and maximize the effectiveness of influencer marketing campaigns. Accordingly, a lookalike influencer is a content creator who resembles another influencer in terms of content, audience, and niche. They may even have the same number of followers. In both cases, the process of finding lookalikes requires analyzing characteristics, interests, demographics, and key behaviors. Brands may conduct lookalike targeting in order to expand the reach of their marketing campaigns and boost effectiveness by targeting people who are relatively identical in terms of behavior and demographics.

What is an influencer lookalike?

An influencer lookalike is an influencer who is similar to another influencer in terms of performance, audience, and category. It does not necessarily mean they physically resemble one another. Brands often try to leverage influencer lookalikes in order to reach a wider audience and enjoy comparable campaign results. Brands might also resort to influencer lookalikes as a way to optimize their marketing campaign spend since campaign results will be similar at a smaller price tag.

Why do you need an influencer lookalike tool?

An influencer lookalike tool is important as it helps brands identify influencers who have similar influencer performance and engagement rate as another content creator. Not only does this save considerable time and effort during the influencer research process, but it’s a cost-effective strategy that provides a chance to replicate campaign results produced by one influencer at a smaller cost while building brand awareness.

How do you use an influencer lookalike tool?

In order to use an influencer marketing tool like influencer lookalike, you provide the tool with data about a specific influencer or their audience: demographics, interests, influencer metrics, social media data, etc. The influencer lookalike tool then uses the data provided to identify influencers who resemble the initial influencer with regards to performance. You can then research the identified influencers and determine if collaborations and campaigns are worthwhile with them.