8个指标要在与影响者合作之前进行审查

去年，Instagram是仅次于Facebook的第二大参与网络，它正在增长，因为每天有5亿用户使用此平台。Instagram以及其他社交网络已成为与影响者一起广告不同品牌的必要方法。公司已经意识到有影响力的营销在推出新产品，开设餐厅或举办金博宝188备用网址大型销售时如何成为一个强大的选择。

即使口口相传似乎仍然在起作用，传统广告不再像以前那样有利可图，因为消费者已经改变了习惯。此外，另一种选择可能是在不同的网站上进行数字广告，但是有很多人使用广告阻止系统，因此他们能够在没有困扰广告的情况下浏览网络。这就是为什么有影响力的营金博宝188备用网址销是一种对许多公司来说必须做的策略的原因，因为人们对它感兴趣，并且感觉不像其他方法那么侵入性。金博宝188备用网址在过去的几年中，有影响力的营销在收入中一直在增长，预计2019年将成为65亿美元的行业。

However, influencer marketing is not as easy as it looks. Brands need to go through a process of planning, execution and analysis of results that can take a while. The process of choosing an influencer is very important, and in order to have a successful marketing campaign you need to make sure the influencer has good metrics.

无论您是决定为竞选选择一个或多个影响者，都应花一些时间审查有影响力的市场搜索工具中可用的影响者指标金博宝188备用网址Heepsy。您对您需要哪种类型的影响者的了解越多，您就越意识到您可以做的类型的活动。

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Most important metrics to review before selecting an influencer:

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订婚

我们认为参与任何相互作用an influencer’s post, such as likes, comments or video views. So in this case it would be the percentage of the audience that interacts with the influencer. Each influencer has a percentage of engagement and it varies depending on the niche that their content is about. This means that an engagement of 3% could be good for Fashion influencers, but different value could be good for Fitness influencers. The value may be good or not depending on what segment of followers that person has. For instance, in the segment of 50 - 250K followers, an engagement of 7.1% is very high. According to many brands and companies that do influencer marketing, this is a crucial value you should check first.

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Post frequency

您每周分享的影​​响者有多少帖子？您需要检查该价值是否太高，因为如果是这样，这可能意味着影响者的追随者对其出版物失去了兴趣，并且参与率可能会下降。另一方面，如果此速度太低，则可能意味着在合作开始时可能不会犯有影响者。在您发送给影响者的提案中，请确保他们在广告系列中应分享的职位数量。通常，有影响力的人正在同时开展几项活动，因此，如果您计划有影响力的人分享有关您品牌的几篇文章，请记住，影响者营销活动可以持续几周。金博宝188备用网址

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评论/喜欢比率

This is another important metric to take into account. Comments/likes ratio gives you an overall idea of whether or not the influencer has bought followers. Why is that? Because a fake influencer usually buys bots that like their pictures, but it's not very typical to buy comments. With this ratio, you can see the average ratio for that segment; so if it is higher than that, it could be a suspicious sign. In the case below, you can see that it's almost the same ratio, so you shouldn’t be worried.

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追随者/以下比率

正如我们之前提到的，有影响者购买伪造的追随者或使用其他技术来发展其追随者基础。您是否听说过以下内容 - 取消关注策略？这是一种快速吸引追随者的方式，但是您很快就会丢失他们，因为它们是机器人或对您的帐户不感兴趣的方法。如果这个数字接近1，则通常是此策略的标志，因此您应该小心而不要雇用那个影响者，因为他们的追随者可能只是暂时而不是与影响者联系。

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追随者的增长

这是找到影响者有机成长或购买追随者的另一种方法。你怎么能看到这个？好吧，如果您在这里看到的图形如图，随着时间的流逝，他们的追随者基地一直在增长多少。如果您看到尖峰，我们建议您检查影响者围绕这些日期分享的帖子，因为它可能是赠品，或者影响者可能已经出现在新闻中。如果您看不到上升或下降的尖峰，请不要担心，因为这是一个好兆头。

Alongside this, you should check the follower growth rate. If it’s a low to medium value, it’s normal since influencers don’t tend to have a follower growth that is higher than 50% (unless there is a giveaway going on). In this graph it is very clear to see how this influencer hasn’t been buying any followers or doing any suspicious techniques. Her follower growth rate is 5%, which is a good and consistent rate.

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品牌帖子

Before knowing if the influencer is a good fit for your brand, you might want to check if they have been mentioning your competitors in recent posts. They might have mentioned them because they like them or are wearing some of their clothes. You can check the brand mentions and what metrics those posts have (likes and comments). This also can give you an idea of the types of brands they usually mention or work with, and if they are aligned with your brand, the values and objectives you want the influencers to share with their followers

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每个帖子的费用

您是否曾经想过是否可以负担得起要雇用的影响者？您可以与他们联系以要求他们的媒体套件，但是如果您想拥有一个总体想法，则可以检查促销职位的估计成本。根据他们拥有多少关注者或参与度，此价值会上升或下降。它在每个行业以及他们来自的国家也有所不同，但是在估计您的预算时可能很有用。对于在法国作为纽约时尚影响者的5万名追随者的时尚影响者来说，每张职位的成本不一样。

The average cost is very different, depending on the type of content. When an influencer does a video for a campaign, it requires more work than uploading a picture. Because of this, a video is usually more expensive than a photo. You need to take that into account when thinking about the budget and type of campaign you want. If you use the platform that we mentioned before, you can get the average cost per post for a promotional post (photo) and for a promotional video.

There you can also see the average likes and comments that a promoted publication has. This could be very valuable when you are presenting the strategy to your team and setting objectives based on the results that each influencer has on their promoted posts. The averages that you can see with this tool, are for the last 12 posts, so it gets updated.

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Quality Score

这个数字很快就可以使您对影响者指标的总体想法。如果您没有太多时间来分析前面提到的所有指标，则此值将告诉您影响者是否值得信赖。它考虑了以前的指标，例如参与度，评论/喜欢比率或追随者/之后的比率，并提供1到100的数字。这意味着价值越高，其指标的健康越高。当然，这个指标将来会改变，因为影响者可以为其追随者发布更具吸引力的内容或与流行品牌合作。

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Conclusion

As you can see, there are a couple of metrics that should be taken into account when hiring an influencer. Taking some time to analyse and discover influencers who are suitable for you is necessary in order to have a successful influencer marketing campaign. We recommend you see which objectives are good for your brand and then search for influencers based on those parameters.

Once the campaign has finished, you can go back to those metrics and check when they are updated to see if any of the values have changed. You could see if the follower growth for that influencer has been growing since then. Also ask the influencer to share the metrics with you that they usually get in the promoted posts, which are only available for them; those can be very insightful in order to calculate the success of your campaign.