For influencer marketing to be successful enough to drive the ROI, it would be best if you unlocked insights about influencers or content creators. Various influencer analytics tools simplify this process as they collate data beyond followers count.

The tool tracks crucial statistics, gives content insights and finds the best performing posts, tweets or stories of a content creator. It measures and evaluates influencers' engagement with their audience, helping you to decipher the success of your campaign.

Many brands leverage influencer marketing analytics tools with the in-built capability to discover influencers aligning with their brand values. These platforms also easily monitor and track how well influencer stories have performed in the past by calculating likes, clicks, comments, impressions, and the number of branded and non-branded content posted by them.

Let us learn more about types of influencer analytics and their benefits, the importance of spotting fake followers, and 8 top tools to power up your influencer analytics.

What is influencer analytics?

Influencer analytics is the process of analyzing performance metrics like audience demographics, engagement rates, reach, impressions, and conversions to evaluate the impact of an influencer. Influencer analysis allows marketers to make data-driven decisions, assess the return on investment (ROI), and make adjustments to achieve better results.

‍Influencer analytics can be carried out using various tools and platforms that provide data and insights, allowing marketers to track and analyze influencers' performance on social media channels. Robust influencer analytics tools like affable.ai offer influencer search engine, engagement metrics, audience insights, fraud detection, and more such features to help marketers measure and enhance the success of their influencer campaigns.

7 Types of influencer analytics metrics

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1. Reach

The context of reach falls under two categories. First is the number of times social media users view a post or a story on Instagram or Facebook - a higher number indicates higher engagement. You can also gauge the reach through the follower base of an influencer. There are different types of influencers, ranging from nano to micro and macro, based on the follower count.

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2. Impressions

It is a metric highlighting the number of times a particular reel, story or post is displayed on a user's Instagram feed, indicating the relevance of the content among its followers base.

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3. Engagement

Engagement highlights how an influencer's followers base interacts with the content. It includes clicks, comments, shares, questions and likes. Getting higher impressions, but there are no comments, likes, or shares reflects on the influencer's authenticity. Engagement hints at how people interact with the influencers and want to learn more about the product.

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4. Earned Media Value

Earned Media Value (EMV) is an overall estimate of the engagement and interaction driven by each post published by an influencer mentioning your product. It measures word of mouth generated by the influencer and tells you what kind of content resonates positively well with influencers.

Explore in-depth about EMV and how to calculate it in our FAQ section.

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5. Conversions

The consumer journey from awareness to consideration ends up in conversion, where they have made their mind to purchase the product. You can track conversions through referral links and customised discount codes. These automated influencer analytics tools help track the interactions done through these links and sales driven by discount codes.
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6. Audience Demographics

An insight into the influencer's followers, including their age, gender, location, interests, and other relevant information, helps businesses determine if the audience aligns with their target customers. With such data, you can reach out to influencers who can connect with the brand's desired customer segment.

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7. Competitive Analysis

Metrics like competitive analysis give marketers an edge over their competitors as they can view influencers working with similar brands. You can choose to work or not work with influencers who work with competing companies.

6 Benefits of using influencer analytics tools

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1. Data-driven decision making

Influencer analytics tools remove the guesswork from creator marketing by providing detailed data on influencer profiles. Decisions like which influencers to collaborate with, how to optimize campaigns, and where to allocate the resources for maximum impact become more accurate with data to back them.

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2. Recruiting the right creators

Various studies have shown that many brands struggle to find relevant influencers to run a campaign. An authentic content creator has the potential to drive maximum engagement with his authentic storytelling and regular interactions with their follower base.

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3. Audience Insights

Audience insights paint a clear picture of your audience's interests, sentiments, engagements, and more. Having a clear understanding of your audience can help you create better content strategies and connect with the customers.

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4. Evaluate influencer performance

Influencer analytics tools allow you to share affiliate links and promo codes that help track creator performance across social media in terms of traffic, leads, and conversions.

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5. Effective influencer budget spending

You save countless man-hours and resources using influencer analytics tools to identify the right influencers aligning with your brand value. It can prevent you from spending your marketing budget on the manual execution of influencer marketing.

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6. Brand Safety

Influencer analytics tools ensure brand safety by spotting fake influencers or those using follower bots to show a higher follower base. These tools vet influencers using several filters to check negative sentiments drawn in the past for a particular post.

How do analytics tools help in spotting fake followers?

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Identifying people who pretend to be more popular than they are in the task of an analytical tool. It is easy for many influencers to buy fake followers, so spotting influencers having fake followers or likes is critical.

Influencer marketing analytics tools help identify accounts with unusual numbers of followers and cross-check the activity on posts like questions, likes, shares, comments, etc. The tools are smart enough to read through irrelevant or spam comments and even trace hidden or copied profiles.

It is possible only if you have a clear marketing objective, and it will help genuine creators on the roster achieve the ROI.

10 Best influencer analytics tools you can use

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1. affable.ai
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affable.ai is an end-to-end influencer marketing platform with an in-built technology to vet millions of influencers based on their age, location, gender, language, follower count etc. It uses multiple metrics to analyze how influencers can impact your objectives — by spotting fake influencers and those with low-quality audiences.

Its influencer analytics tools give an estimated engagement, reach and an estimated media value of a content creator by scanning through their posts. You can also check audience interest, influencer's brand affinity, and the number of branded and non-branded content and get a graphical representation of their followers' growth.
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Check out how affable.ai helps over 100+ brands and agencies run persuasive campaigns!

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2. GRIN
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Grin's creator performance tracks the performance of every post, such as engagement, clicks and conversions. Grin calculates credibility scores based on influencer engagement and other key metrics to confirm a genuine social media account to identify the right talent for a brand. This process helps connect brands with talents having a highly engaged follower base.

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3. Yoloco

Yoloco provides advanced analytical reports by rating the audience base of an influencer. It targets the location of the influencer and its audience. Through their algorithm, they find out the approximate coverage of the post and what the brand's influencers have already advertised. They have an Instagram analytics app for marketers giving fake or real followers details.

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4. Upfluence
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Like other platforms, Upfluence helps you analyse other performance metrics on social media channels by calculating their engagement rates, comments, likes, views, shares and comments. It lets you understand how their engagement has increased or decreased in the last few years.

With their Chrome extension, you can upload a new influencer you might have spotted on social media and easily add them to your list. It also enables you to easily import a list of previous influencers to the platform you have worked with.

5. Buzzguru
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The tool conducts analytics for Twitch, YouTube, TikTok and Instagram influencers. It checks essential stats of every influencer and shows how followers are reacting to particular video or subscriber counts. It also studies influencers' video posting schedules to highlight how active they have been.

Buzzguru scans through website, app and game mention stats. While specifically dealing with game influencers, the tool determines all the games played by an influencer on their Twitch channels and checks the performance of a sponsored video to help you figure out the compensation cost for your campaign.

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6. Hypeauditor
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HypeAuditor conducts influencer analytics for Instagram, YouTube, TikTok and Twitch to help you choose the perfect creator. Besides audience demographics like location, age, gender and interest, Hypeauditor uses AI to detect low-quality audiences by analyzing the follower growth and engagement authenticity.

Their influencer marketing analytics tool calculates audience reachability. The engagement analysis checks comments' authenticity and detects engagement pods. It also looks at suspicious growth patterns and whether influencers use follows/unfollow to grow their audiences.

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7. Keyhole
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Keyhole ensures transparency by highlighting fake followers and negative sentiments. It believes in generating credible data and discovering influencers relevant to your industry. Through their tool, you can figure out authentic conversations, engagements and sentiments to find those aligning with your goals.

Their influencer analytics tool unlocks insights about influencers' social media accounts. You don't have to take screenshots or update spreadsheets to analyse results. You can easily find out which posts resonate most with your audience and drive impact through data.

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8.Emplifi
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Emplifi’s AI-driven platform aims to give granular insights into influencers' audiences. They provide an instant view of what their audience looks like through data extraction. It uncovers whom an influencer has worked with before and filters influencers based on the audience size. The tool gives you an effectiveness score for each content creator you plan to onboard.

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9. Modash
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Modash is an influencer analytics tool that helps brands and agencies identify and analyze relevant influencers for their campaigns. With Modash, users can search for influencers based on criteria like audience demographics, engagement rates, and content themes. The platform provides detailed analytics on an influencer's performance and helps users track the success of their campaigns by monitoring key metrics such as reach, impressions, and engagement.

Some of the platform's key features include campaign management, audience insights, content management, and competitor analysis. Its user-friendly interface makes it easy for users to navigate and manage their campaigns.

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10. trendHERO
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trendHero is another influencer analytics tool helping businesses and agencies find and analyze influencers for their marketing campaigns. trendHero offers a range of features, including influencer comparison, audience insights, data analytics, campaign management, and a customizable dashboard.

The platform's AI-powered recommendation engine can automatically suggest influencers and content ideas based on a user's campaign goals and target audience, saving time and effort for users who are new to influencer marketing or looking for fresh ideas.

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Summary

Undoubtedly, identifying the right influencer is the greatest challenge for many brands. Perhaps due to a lack of knowledge about the right influencer analytics tools  to search. So, before you strategise for your next influencer marketing campaign, look for a tool that can evaluate a content creator based on its performance in the past and present. It will help you boost your performance based on your objective.

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Influencer Analytics Tool FAQs:

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1. What is the cost of influencer analytics tools?

The pricing of influencer analytics tools depends on the features, social media channels covered, influencer database, and more such metrics. While some platforms have fixed pricing, some platforms, like affable.ai, offer a flexible pricing model to suit the needs of the brands and agencies.

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2. Are influencer analytics tools accurate?

Influencer analytics tools use machine learning and AI technology to provide you with the required information. The data may not be 100% accurate, but it is based on estimates and calculations, which can be more accurate than human calculations. affable.ai uses public information from influencer profiles and social media to evaluate their performance metrics and share detailed insights with the users.

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3. What is the difference between influencer analytics and social media analytics?

Social media analytics is a broader term that refers to the process of gathering data and insights like engagement, reach, clicks, etc. from social media platforms to help businesses understand how their content is performing. Contrarily, influencer analytics are focused on measuring the effectiveness of influencers in social media marketing campaigns. Influencer analytics include data on the number of followers an influencer has, their engagement rates, the reach of their content, and the impact of their content on the campaign's overall success.

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4. How to choose the right influencer analytics tools for your business?

Choosing the right influencer analytics tools for your business requires careful consideration of your specific needs and goals. Here are some key factors to keep in mind when selecting influencer analytics tools:

1. Identify your goals
2. Consider your budget
3. Look for features that match your needs
4. Consider the user-friendliness
5. Check for compatibility

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