How to Conduct an Influencer Audience Analysis
Before you launch an influencer marketing campaign, it’s important to conduct a thorough influencer audience analysis so that you have clear insights into who their audience is and what their defining characteristics are. That way, you can be sure that you’re reaching the right people with your message.
To help you with this, we are going to share a few essential tips for collecting data on influencer audience demographics, interests, and behaviors. We will also explain how you can use this data to optimize the performance of your campaigns.
What Is an Influencer Audience Analysis?
An influencer audience analysis is a process that enables you to evaluate the demographics, interests, behaviors, and online habits of an influencer’s followers. The aim is to determine whether their followers would be likely to take an interest in your influencer marketing campaign, engage with your content, follow your brand, and convert into paying customers. An influencer audience analysis also provides you with valuable feedback so that you can determine if an influencer’s followers are genuine or if they have falsely inflated their audience with fake followers.
Before you conduct an influencer audience analysis, it’s a good idea to define a target persona, also known as a buyer persona. This is a fictional profile that represents your key target audience, based on the typical characteristics of your customers. This will help you understand the demographics and interests you should be looking for when you analyze the audiences of influencers that you are considering working with. If, after your analysis, you discover that an influencer’s audience aligns with your target persona, then it is a strong indication that you have found a good match for your campaigns.
How Do You Conduct an Influencer Audience Analysis?
There are a couple of ways to conduct an influencer audience analysis: conducting a manual search or automating the process.
Manual Influencer Audience Analysis
The first method involves manually searching through an influencer’s audience and reviewing each follower’s profile. Look out for clues relating to their age, gender, location, lifestyle, and online habits and behaviors.
Ideal profiles are active and engaged, aligned with your target persona, and have interests related to your brand.
Automated Influencer Audience Analysis
The second method is much less time-consuming. Simply use an influencer marketing platform to automate the process and generate all this data.
For example, with Influencity’s solution, you can conduct an automated influencer audience analysis and find out everything you need to know about the demographics, interests, engagement levels, and online habits of an influencer’s audience.
You can also use our platform to calculate an influencer’s Audience Quality Score. An Audience Quality Score is a valuable metric used to establish the quality of an influencer’s followers. The score takes into account a number of factors including engagement rates, follower activities, and how often their followers interact with their campaigns.
The tool analyzes all these factors and divides an influencer’s followers into one of two categories: Nice Followers and Doubtful Followers. Doubtful Followers are accounts that are either fake, inactive, or bots. A quality score is then calculated by comparing the two. You can then use this score to determine whether an influencer’s audience is real and likely to engage with your brand, helping you launch a successful influencer marketing campaign.
Influencer Audience Tips to Improve Campaign Performance
We are going to finish today’s post by sharing a couple of additional tips to help you use the data from your influencer audience analysis to target the right audience and optimize the performance of your campaigns.
Use Data to Optimize Your Influencer Content Strategy
Analyzing all this audience data can give you valuable insights that you can use to optimize your campaign’s content strategy. This is because, when you analyze an audience that aligns with your own buyer persona, you get the perfect opportunity to get to know your target market better. You can then adapt your content in line with your insights and design campaigns that appeal to their interests, resonates on an emotional level, and encourages engagement.
Consider the following when you conduct your influencer audience analysis:
- What topics are trending?
- Which keywords and hashtags do followers use?
- What types of content generate higher engagement levels? (Videos, images, contests, challenges, etc.)
- Is there a specific time of the day when followers are more active?
Keep a Record of Your Influencer Audience Analysis
Finally, it’s important to maintain records of all the insights you uncover during each influencer audience analysis that you conduct. This will help you build up a database that you can use to compare potential influencers in order to find the best match. You can also use this database to speed up the process for future campaigns by highlighting which influencers could be a good fit for different campaign types. That way, you can be sure that you always pick the most appropriate and effective influencer for each of your campaigns, boosting their performance.
You can do this by creating a simple Excel spreadsheet where you list factors including:
- Influencer name
- Active platforms
- Number of followers
- Follower demographics, interests, preferences, and behaviors
- Engagement levels
- Audience Quality Score
You can also use software to automate the process and keep all your influencer audience analysis data organized. For example, you can use Influencity’s Influencer Relationship Management tool to create profiles for each influencer that you have analyzed and build a detailed log of all your insights. You can then compare your generated profiles and share them with your team so that everyone has access to the right data before picking an influencer for a campaign.