As a social media and influencer marketing expert with over 10 years of experience advising top brands, I‘m often asked – "What makes for an exceptional Instagram influencer?"
The key is looking beyond vanity metrics like followers and likes. You need to analyze the right influencer performance metrics to identify creators that drive real awareness, engagement and ROI.
That‘s why leveraging a platform like Ainfluencer is invaluable. It enables brands to access rich influencer metrics and pick ideal partners tailored to their campaign goals.
In this comprehensive guide, we‘ll unpack the critical Instagram influencer metrics available on Ainfluencer to help your brand find successful partnerships.
Why Influencer Metrics Matter
Influencer metrics provide benchmarking data on an influencer‘s audience and content performance. They allow brands to analyze influencers based on reach, resonance, authenticity and impact – not guesswork.
Tracking metrics is the only way to identify creators that align with your brand and actually deliver value through partnerships. Otherwise you risk working with influencers that have fake followers, low engagement, or content that is completely disconnected from what resonates with your target audience.
"Just as brands track campaign KPIs, you need to look at influencer metrics to pick ideal partners."
With platforms like Ainfluencer, influencer marketing decisions can be made based on data – not vanity metrics that fail to capture audience quality.
Ainfluencer‘s 4 Must-Track Influencer Metrics
Ainfluencer provides brands with insightful influencer performance metrics to identify high-quality partners across reach, relevance and resonance factors.
1. Quality Score
The Ainfluencer Quality Score is the defining metric brands should analyze. This aggregate 1-100 rating encompasses a holistic assessment of factors like:
- Audience authenticity
- Engagement levels
- Content consistency
- Niche relevance
Scores above 70 indicate exceptional influencers that drive big engagement and genuine interest.
Top brands I‘ve worked with routinely filter for influencers with Quality Scores over 85 when searching. This simple metric amalgamates the complexity of assessing audience quality and engagement rates to spotlight stellar influencers.
Follower count signifies potential campaign reach and awareness lift. More followers means broader exposure – but only if that reach is authentic. Many influencers artificially inflate followers with bots, mass follow-backs and purchased accounts.
That‘s why follower count can be deceiving. You need to cross-reference with engagement rate to gauge influence. 5,000 real engaged followers often drive better campaign results than 500k fake accounts.
According to a Markerly study, the ideal follower range for mid-tier influencers is 30k-500k. Macro-influencers with over 1 million may get you awareness, but micro and mid-tier influencers generate better engagement and conversion.
Following measures the number of accounts an influencer actively follows. Counterintuitively, a lower Following count generally indicates higher value.
Influencers with lower Following are more selective about who they engage with rather than arbitrarily following back tons of accounts. This increased selectivity is linked to authority on the platform.
For example, an influencer in the fashion niche with 50k Followers and only 500 Following signals far greater influence and engagement than someone with 60k Followers and 30k Following.
4. Engagement Rate
The most critical (and most misused) Instagram influencer metric is Engagement Rate:
Engagement Rate = (Likes + Comments) / Followers x 100
Engagement rate reveals how well an influencer‘s content resonates with their audience. Higher rates signify followers actually engaging rather than passive bots and fake accounts.
According to industry benchmarks, an engagement rate between 3-5% is good, 7-10% is above average, and over 10% is exceptional.
However, engagement varies widely across niches. Fashion influencers average 4-6% engagement for example, while Travel influencers typically fall between 2-3% on average.
Getting niche-specific context is key rather than blanket benchmarks. This is where the Rate on Ainfluencer factors niche nuance into its benchmarking.
"The biggest mistake brands make is exclusively filtering by followers and ignoring engagement rate – leading to wasted budgets and lackluster campaign performance."
Analyzing engagement metrics is the best way to guarantee that an influencer‘s audience actually cares about what they post!
How to Find High Quality Influencers on Ainfluencer
Ainfluencer enables brands to easily filter over 700k influencers by these performance metrics to identify ideal partners tailored for your goals.
You can search for influencers within specific categories like fashion, beauty, parenting etc. and filter by engagement rate thresholds, audience size, content types and more.
Advanced filtering options include:
- Quality Score
- Engagement Rate
- Posting Frequency
- And more
This makes the influencer vetting process quick and efficient for finding aligned creators.
You can instantly view influencers‘ historical metrics and actual content as you shortlist potential partners for outreach.
Once you‘ve identified promising influencers, Ainfluencer‘s self-service booking platform even lets you seamlessly collaborate at scale across multiple partnerships.
So whether launching a one-off campaign or managing an ongoing influencer program, Ainfluencer provides the metrics and workflow for influencer marketing success.
Sign up for a free Ainfluencer account here to leverage data-driven influencer metrics for your next influencer campaign.