You Won’t Find the Right Influencer Unless You Check These 3 Metrics
Choosing the right partnership requires more than a glance at the follower count. To ensure a successful collaboration, you’ll want to know what metrics matter.
1. Engagement Rate vs. Reach: What’s the True Measure of Influence?
Reach measures the total number of unique users who see your post.
Engagement Rate measures the percentage of users who interact with your post.
Reach will provide you with a clear understanding of the creator’s visibility, while engagement indicates how effectively they connect with their audience. When selecting an influencer, prioritize a strong engagement rate over a large reach because a high engagement means their followers are active, which is more promising for collaboration.
To find the Engagement Rate, use the formula below:
Total the sum of likes, comments, shares, and saves per post
(Sum ÷ Total Followers) x 100
This formula will give you an idea of how active their audience is, and by prioritizing this metric, you are increasing your chances of a successful campaign.
2. Reach vs. Impressions: Understand Your Visibility
Is reach more important than impressions?
Impressions count the total number of times a post was viewed, including repeat views.
Evaluating an influencer’s reach will more accurately represent how many users see your campaign. An extensive reach allows for potentially higher engagement, and your goal is to reach as many active users as possible. Passive views don’t lead to conversions.
3. Follower Growth: Red Flags to Avoid
Are they seeing consistent follower growth month over month? Partner with creators who see steady, organic growth over time.
If an influencer has low engagement but a high follower count or experiences a sudden spike in follower growth, this could indicate fake followers. But most importantly, make sure their followers are engaging with their content.
Why These Metrics Matter
For the best chance at maximizing your ROI, collaborate with influencers who have high engagement, broad reach, and steady growth over time. This ensures your campaign is reached by an active audience, ready to to take action.
Start Your Influencer Campaign Today
Let RevPar Media do the hard work for you by analyzing the data and finding your next partnership. Visit our website to get started!
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- Can’t get enough of us yet? Check out this week’s episode of Socially Awkward, where Calvin Tilokee speaks with Portia Smith about partnerships from the influencer’s POV.