Best Practices for Vetting Influencers

 Basic Information:

• Start with the basics - their age, gender, location might be major factors for your campaign. So start there when looking at a profile.
• A picture will always catch your eye over words. So look at their profile on the platform. Do you like what you are seeing?
• If posting content, you should check out their live feed. Make sure the type of content you want, is something you can envision on their feed.
  • The two of you should mesh when it comes to overall look. If your look is bold and bright, someone whose feed is devoid of color, isn’t going to make sense.

Deep Dive: Let’s get to the good stuff

Once you’ve taken a look at those starters, let’s dig a little deeper. This matters way more for anyone asking people to post their content, then when they are not. But it can still be information you want to look at.

Their audience demographic.

Yes, where the creator lives matters, and so might their age and gender for your brand. But who makes up their audience can matter more. If your brand has targeting in mind, taking a look at a creators audience makes sure you are hitting that target. Just because a creator is based in NY doesn’t mean his follower are.

Social Health matters too.

In todays social world, we know that having at least some insight into a creators trends on their feed matters. Are their follower numbers consistent, how much of their content is branded vs organic, and follower vs engagement are all metrics to consider when selecting someone work with. Luckily, our social health tool gives all of that to you. Using first party data direct from the source.

One last place to get a bit more info on a creator is in the post tab of their profile.

This allows you to search the last 200 posts a creator has put on their feed. Why do you care? Because this lets you check a creators content for competitor posts, organic brand affinity, and general performance of keywords that matter to you. If you search your brand and it comes up as something a creator has posted about, then them working with you will seem organic and natural to their audience. If they always post about a competitor, it won’t. In terms of keywords, if they always talk about their hair and you are a hair product, again, it will seem natural. You can also see the performance of those posts. Just because they always talk about their hair, doesn’t mean their audience wants to hear it.

Overall the Audience, Social Health, Post and other tools give you as much insight into creators are possible to help ensure when you are working with someone, you truly know who you are working with and what you can expect.