How to find the right influencers using Affable

Uyen Le
Digital Marketing Exec
March 4, 2020
May 12, 2021
10
min read

“Where to find the right influencer for my marketing campaign?” 

“This influencer has many followers, so they must have a large audience reach!”

With the rise of influencer marketing, I am sure many brands like yours are trying to reach out to the right influencers for your marketing campaign. However, we always see brands getting stuck as they do not know where and how they should start looking.

Now fret not, because this is the fun part. With Affable, you will be able to identify the right influencers by having in-depth knowledge about them as well as the insights of their audience. Let’s dive right into it and here are 4 things that you can look at to pin down the right influencer!

1. Influencer’s engagement rate and suspicious followers

Influencer’s engagement rate is the first thing you should take into account when it comes to evaluating influencers. This indicator is important as it measures the level of interaction from followers for the content created by influencers. Engagement rates are calculated by:

  Likes + comments + saved

However, due to the recent infamous ways of buying Instagram followers and automatic comments, engagement rate may not be enough to evaluate how authentic an Instagram profile could be as the numbers could become artificially inflated.  

With Affable, you can determine the influencer’s true reach by checking their rate of suspicious followers. Influencers with a high percentage of suspicious followers may be an indication that they are using questionable techniques to grow followers, thus might not be a good choice for your brand.

Engagement rate and suspicious followers are important to identify the right influencers

Our partners, Stylehaul and Mothercare saved up to 70% of their time planning and researching on the data for micro-influencers by using Affable.

2. Influencer’s brand affinity

You surely wouldn’t want to work with influencers who used to have partnership with your competitors, right? This could confuse your audience about your brand! Well, we can help you avoid such incidence by listing down all the brands that the influencers have worked with before. It also shows whether the post was sponsored or organic, when the image was posted and links to those posts for further reference.

It is also important to find influencers who share the same interest with your business’s category as it can add credibility and relevance for your campaign. Check out other reasons why brand affinity should be added to your marketing strategy here!

It can be seen that this influencer has the record of partnering with fashion brands
It can be seen that this influencer has the record of partnering with fashion brands

3. Audience’s demographics

Audience’s demographics is one of the key information to identify the right influencers. Using Affable, you can discover the influencer’s audience based on demographic information such as age range, location and gender distribution. This feature gives you a clear picture of what the influencer’s audience will look like and if it can match your brand’s targeted audience.

Audience’s demographic information is useful to help you select the right influencer
Audience’s demographic information is useful to help you select the right influencer

Our partner, Huawei Technologies was able to reach out to 75%  of their targeted audience - female, 20-30 in UAE by selecting the right  influencers through Affable.

4. Audience's interests and brand affinity

Besides the demographic information, another useful data that helps you facilitate your decision-making is the list of audience’s interests and brand affinity. If the audience’s interests are in line with your business’s category, your marketing campaigns will stand a higher chance of receiving a high engagement rate from them.

If the audience’s demographics and interests match your targeted customers, you may have found the right influencer 
If the audience’s demographics and interests match your targeted customers, you may have found the right influencer

Now, with these information, you no longer have to worry about making unsound judgements and are ready to make use of data analytics to ensure an effective campaign for your business! For more information and features on Affable, you can check us out at affable.ai for a free trial!

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