How To Perform an Instagram Influencer Audit

Discover how an influencer audit can help you identify the best partners for your brand!

Lena Young
July 28, 2020

Thanks to sophisticated, data-driven tools, vetting influencers has become easier than ever before. Most platforms enable influencer discovery with an integrated influencer search engine, reducing the time you once spent performing manual searches for influencers. But, discovering the perfect influencer for your brand does not end there. Once you’ve identified potential partners, it is essential to perform a thorough review to ensure that your collaborations will generate the most impact.

Influencer discovery is only one element of an influencer audit. The entire process is an important component of any influencer marketing strategy, and will ensure that every stage of your campaign generates meaningful impact. Influencer audits allow you to review past success and make the best decisions moving forward. This article will highlight some of the different ways you can incorporate data-driven metrics into your influencer audit. 

Why Should You Perform an Influencer Audit 

An influencer audit lets you ensure that your collaborations are impactful and your campaigns are running as efficiently as possible. Additionally, performing such a review will also help you identify past success and adjust future campaigns accordingly while ensuring that your partners align with your brand values. Performing an influencer audit will help you detect and assess the following:

  • Verifying the authenticity of an influencer’s audience 
  • Set realistic expectations by reviewing an influencer’s engagement metrics 
  • Fairly compensate influencers 
  • Ensure campaigns are penetrating the correct audience
  • Manage the representation of brand values 
  • Analyze campaign and influencer ROI 

Steps For Running an Instagram Influencer Audit

Step 1: Verify Influencer Audience Quality

One of the most common mistakes when vetting influencer is selecting an influencer based on the number of followers in their network. This is typically based on the misguided belief that the more followers a user has the more exposure their content will receive. Unfortunately, this notion has caused follower count to become one of the most popular influencer selection metrics, resulting in a false understanding of how to measure a user’s social media impact. 

The truth is, follower count has more relative importance when vetting an influencer. One of the reasons this metric can be unreliable is due to fake followers and bots. Users will purchase followers to falsely boost the size of their network, or pay for bots to automatically comment on or like their content to give the illusion of impact. Performing an authenticity assessment will you to detect users who have used malicious practices, and ensure that you are collaborating with users that not only have real followers but have followers that want to engage with your content. 

Step 2: Assess Influencer Reach and Engagement Metrics

When preparing for an influencer campaign, it’s important that everyone’s expectations are aligned. Whether you’re an agency creating a campaign for clients, or a large team working with important stakeholders, influence metrics are a great way to address this. This will help you anticipate the impact of a potential partner. Such metrics include;

  • True Reach: the number of real views and influencer averages for a single piece of content
  • Engagements: Determine how many likes, comments, and influencers typically generate as well as the engagement rate.
  • Klear Influencer Score: The Klear influencer score measures an influencer impact by taking a number of variables including; engagements, true reach, Interactions, network authenticity, and more to establish just how influential a user is. 

This stage of the assessment not only establishes a deeper understanding of the potential of your partners but will create a sense of trust between you and your stakeholders. Entering a campaign with realistic expectations that are supported by data shows that you’re a trustworthy partner, and can be counted on to run a campaign successfully.

Step 3: Fairly Compensate Influencers

Assessing influencer potential and audience authenticity are also great ways to ensure that you are properly compensating your influencers. Influencer rates can be mistakenly determined due to the size of an influencer’s network, which, as we addressed before, is not the best way to analyze impact. Additionally, measuring an audience impact metrics (engagement, true reach, influencer score) will gauge the type of influencer they are. Thus, allowing you to set rates that are fair and aligned with industry standards. For more on influencer, rates check out our Influencer Rate Card

Step 4: Review Audience Demographics 

Identifying an influencer with an authentic audience that is generating real impact is only part of the process. Next, it is time to determine if the influencer is influencing and engaging with the correct audience. This is where audience demographics come into play. By analyzing your influencer’s audience demographics you are able to understand exactly who is in their network and ensure this supports the goals of your campaign. For example, if you are running a campaign aiming to spread brand awareness in France, but the majority of your influencer’s audience is located in the US, then your goal will not be achieved. Audience demographics plays one of the most important roles in a campaign and should not be ignored. It is one of the key demographics which will ensure that your campaign goals are achieved. 

Step 5: Perform and Influencer Risk Assessment

Once you’ve identified partners that have the ability to generate strong and relevant impact, you should assess the safety of the partnership. This is typically done through an Influencer Risk Assessment, which is meant to analyze the alignment of an influencer’s values with your brand’s values. A Risk assessment will help you ensure brand reputation control, and guarantees your influencers are generating positive impact. Learn more about performing an Influencer Risk Assessment here

Step 6: Measure Campaign and Influencer ROI 

An Instagram influencer Audit is not just for before the campaign goes live but is a great way to assess the investment impact of your campaign. Earned Media Value (EMV) offers a great perspective, by showing a campaign and an influencer’s impact in relation to paid media standards. This allows you to understand the ROI of your campaign, and determine if your audit strategy should be altered to drive more monetary impact. 

Klear set baseline values for EMV estimation, which can be customized for a specific campaign. Our research has determined that influencer content is worth 10.52X more than paid media. This allows us to automatically calculate the EMV of a campaign. This data is great for measuring campaign impact, and for setting budgets for the upcoming campaign. 

Get Started With Your Influencer Audit

Now you have everything in place to perform an Instagram audit. Remember, data is the most powerful tool, and it is essential to have a platform that provides you with the data to perform a comprehensive influencer audit. If you’d like to learn more about Klear’s data capabilities, and how Klear can support your Influencer Audit process, schedule a call with one of our influencer marketing experts.