LOOKING BEYOND THE VANITY METRICS OF SOCIAL MEDIA
Despite this, it still makes sense.
Don’t choose influencers for their follower size!
‘Follower size’ is a metric that is used to loosely asses the reach an influencer has. It is a gross number that is usually very inaccurate when compared to an account’s ‘true reach’ which is the average number of actual views a piece of content will receive. Due to a number of factors, including the algorithm, dormant and fake accounts, not all of an influencer’s followers will actually see their content. The ones who do, are considered to be their true reach; the true number of people to actually see a piece of content posted on their channel. This new way of assessing an influencer’s value allows marketers to make informed decisions and accurately predict campaign KPI’s.
Can you trust the data you’re receiving?
Getting accurate data can be tricky so you need to know where to look. In August last year, Instagram made changes to its API and many third-party platforms lost access to influencer data. In order to keep their business afloat, these platforms have largely resorted to other far less ethical (or legal) ways of getting it. A common example is through ‘AI’ or ‘machine learning’ which uses a series of algorithms and facial/image recognition on public information such as a profile photo to make an assumption about an influencer’s audience and authenticity. These assumptions have been found to be largely inaccurate.
The only way to get accurate data is directly from the influencer themselves.
I believe that advertisers have the right to this data and the right to ask the influencers they are engaging with to authenticate it.
I also believe that the right to accurate data should be free and this is precisely why I created Q-83; a free and independent platform where influencers opt-in to share in-depth, real-time insights on their audience demographics and reach, directly from their social accounts.
When evaluating an influencer, agency or platform think: if they aren’t willing to share this information or its’ origins with you, is it an opportunity missed or a bullet dodged?
CEO and Founder of Q-83