The Many Dimensions of an Influencer

Influencers all possess multiple dimensions to their content; it’s what makes content unique. For each specific brand or campaign, taking a closer look at an influencers tone, personality, and professionalism will make the difference between mediocre and excellent results. To help understand the dimensions of our influencers, we apply a considerable amount computing power to the various elements that make up an influencer profile. These figures can then be measured and compared between influencers.

These tangible, data driven metrics make the job easier for marketers, helping them find their perfect match. This also rewards influencers with work for creating great content, managing themselves professionally, and delivering value to marketers.

Here are the four key themes that we look at when ranking influencers in our search results, ultimately helping marketers in their identification process:

Persona – The personality, biography, and location of the influencer

Audience – The age, gender, and location of their followers and fans across various media channels

Content – The type, tone, and performance of content, measured by the engagement rate of their audience, relative to similar influencers

Work ethic – The reviews from brands and agencies that have worked with the influencer in the past, together with their profile completeness and typical response time to requests

To get a better picture of this, let’s have a look at what some basic examples of these dimensions would look like and how you can use them.

Persona

Each influencer has their own identity, biography and digital track record. Webfluential aggregates content from all of the influencer’s linked channels, and With Watson, generates a personality sunburst that gives us a visual representation of their best attributes.

It also helps us understand what kind of consumer each influencer is – Are they interested in owning a car? What type of music and movies do they like? It even tells us about other consumer behaviors like shopping online and using a credit card.

Audience

The audience that follows, reads and engages with an influencer is important to marketers. Webfluential looks at the age, gender and location of an influencer’s audience. Further, we can understand their behaviors like their engagement, time spent on websites and repeat visits to an influencer’s blog.

This tells us more about the relationship between an influencer and their audience, it gives us an idea of the level of trust that they have built up, which in turn shows us who has the key to a specific audience.

From there we can easily identify those influencers who are in the best position to work with a brand looking to drive awareness and credibility with a particular audience.

Content

The passion of an influencer is captured in their content. Their writing, their videos, and their images are all expressions of their opinions and are held in high regard by their followers. Webfluential analyses the impact of content on an audience and compares this to the content of similar audiences, as well as the historical performance of an influencer’s content. This helps us to spot trends over time like the newest rising stars, the most consistent content creators and the latest “trending posts” and helps match them to the brands working with influencers.

Work Ethic

Influencers working with brands take their jobs seriously. Webfluential filters out the cream and minimizes time that would be lost trying to engage with influencers who aren’t really into it. To achieve this we look at several dimensions, but the result mainly hinges on the ratings they’ve earned from previous work done. The more good work influencers do, the easier it is for a brand to trust them, so we encourage influencers to do their bookings on Webfluential and gain positive reviews and a track record.

Additionally, we look at their profile completeness, their consistency in keeping their account up to date, and of course, how much time it takes them to reply to a marketer request.

Summary

In the same way that Google manages its search results dynamically through their Page Rank algorithm, which changes over time, we’ll keep adding insights and changing up the weighting so that our search benefits our platform for both influencers, the best of which get surfaced first, and for marketers, so that they can succeed when choosing the right influencers.

*This post was written by Wati Mbewu

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How to spot an Influencer and the metrics that matter

Successful Influencer collaborations rely on the way that the brand and the Influencer co-create content.

There are a few things to consider: the Influencers chosen to work with, their audience demographic, and the expectations the brand has on the content and how it performs. These are all important considerations when choosing which Influencers to work with. Here are a few tips to keep in mind.

Content:

Brands usually have specific guidelines when it comes to their own image and the content around it. As much as Influencers should be given the freedom to express their own creativity there are still elements of content that should speak to the value and personality of the brand. This is so that the audience feels like they are still experiencing authentic content from a creator they trust, as well as engaging with the brand. You wouldn’t expect Mike Tyson to promote red lipstick from Rimmel. It just wouldn’t seem authentic. So, it is important to choose Influencers whose creative style and content are more or less in line with your brand.

Audience:

The other reason it is unlikely to see Tyson promoting a lipstick brand is because the majority of his audience would not be interested in lipstick. For content to perform well it needs to be served to the audience who are likely to consume it. Looking for Influencers who speak to a specific audience can open up a whole new world of options. For example, if you wanted to sell lipstick you would look for Influencers who spoke to impassioned users of lipstick. You could go with the obvious and choose a makeup and beauty star to review the lipstick. Or you could choose someone like George Clooney who has an audience primarily of women between the ages of 35 and 60 and get creative with the content. Often Influencers can be found with an engaged and targeted audience who are not necessarily celebrities. The point is that they are well known to a specific audience. Making sure the Influencer’s audiences are also your consumers is vital.

So how do you find Influencers who are already relevant to your brands’ audience?

When looking for Influencers, use keyword searches and get creative.

When looking for an Influencer for Adidas, don’t just search “Adidas”. Dig deeper to find the gems. Try search terms like, “parkour”, “The Weekend” (He is their current face), “running” etc.

Broaden the scope. What does your brand’s audience love to do? Are they travelers? Are they business people? Are they moms? Then consider what they love. People talk about what they love. If you can find an Influencer who loves the things your brand provides, a perfect union is created.

There are 6 primary Influencer archetypes; all of which will be valuable to an Influencer campaign depending on the brands objective.

The Celebrity:

These Influencers have a mega following and are generally well known by the public either in their local community or internationally. The Celebrity plays a role in influencing public opinion. If brand awareness is the objective of your brands campaign, then including Celebrities can definitely help achieve that. In addition, the Celeb is also a great driver of traffic and link clicks. Brands should consider collaborating with Celebrities if they are looking to drive audiences to a product page or website. Spotting a celebrity in the wild is as easy as turning on the TV or reading the news.

The Agitator

Well known for having strong opinions and generating debates online, the Agitator is a good Influencer to include in a strategy when looking to target a specific audience and swing opinion. Agitators generally drive high engagement and responses from their audience. They are able to generate high conversions to public pages but are also strong when it comes to amplifying a message. You can spot an Agitator in the wild by their unique tone, and by the way, they command the attention of people.

The Specialist

Having developed a very niche audience in a very focused topic, Specialists are able to add credibility to your brand’s message and drive conversation online. While oftentimes the reach that is gained from collaborating with a Specialist is not so high, their persuasive power is incredibly valuable. Spotting Specialists is not always so easy, as they are quite rare. You can spot them by their use of references and authoritative tone. They will commonly only speak about a specific topic. You should validate their expertise by extended online research, too.

The Activist

These Influencers tend to be passionate about a specific cause and create content with the purpose of driving awareness and conversation around that cause. Collaboration with activists should happen when your brand’s cause and an Influencers cause intersect. For example, if a children’s television brand wants to create a campaign about anti-bullying, they could collaborate with an Activist whose cause is anti-bullying. In this scenario, the brand gains credibility but they also gain high engagement and amplification of their message.  Activists can be identified by the content of their posts. They generally tend to have long conversations on social media and can be spotted by the long comment threads.

The Creator

A visual storyteller with creative skills, the Creator is the perfect Influencer to collaborate with on content creation. Their creatives skills can range from photography to illustration, to origami. Creators have built up audiences who appreciate and value their content. Engagement garnered around the content is usually about the quality of the material shared. Some of the best campaigns have a strategy where a creator teams up with another type of Influencer to create and share the content. Spotting Creators is not often very difficult. Their biggest social channels are typically Instagram, Youtube, and Pinterest. Generally, a creator can be identified by the resolution of their images, and by the estimated time required for them to produce and publish their content.

The Foot Soldier

The main contributing factor of a foot soldier is not a particular strength in creative, or expertise in a specific area, it is their collaborative power to cause content to go viral. Foot soldiers have often been called micro-influencers or “pebbles”. They are essentially influencers who do not have large followings and on their own may not cause much noise. However, if you are able to combine the voice of at least 10 Foot Soldiers, you will find that the volume goes up a couple of notches and you are able to start a movement. Foot Soldiers are the glue of many a successful campaign and possibly the most effective tactic to spread a message.

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