The IROIN® Influencer Marketing Suite provides you with a comprehensive way to analyze influencer performance in detail – both quantitatively and qualitatively. This enables you to make well-informed decisions for your campaigns and ensure that you select the right creators. In this article, I’ll show you how to evaluate an influencer’s performance using IROIN®’s tools and why it’s important to combine different approaches. The screenshots give you a clear insight into the features and data available to you.
Quantitative Analysis: Key KPIs at a Glance
Let’s start with the quantitative analysis. In the screenshot below, you can see the most important Key Performance Indicators (KPIs) of a profile: followers, engagement rate, reel plays, likes, and comments. These metrics give you a quick overview of reach and engagement. The engagement rate shows how often followers interact with the content, while reel plays and likes reflect the visibility and popularity of the posts. Comments indicate deeper interactions, as they show that the community is actively engaging with the influencer. These KPIs help you objectively assess an influencer’s performance and compare it with others.
Timeline: Understanding Interactions and Posting Times
In the following screenshot, you can see the performance timeline of posts as displayed in the Discovery Report. Under “Interactions of Recent Posts”, for example, likes and comments are shown. The chart “Interactions of Organic and Sponsored Posts” illustrates how the content has developed overall. In our example, we see that no posts were clearly marked as “advertising,” which means no performance could be evaluated there.
The section “Posting Time vs. Performance” reveals when posts were published, allowing you to assess the optimal timing for your own sponsored content. The larger the dot in the chart, the more interaction the content received. This way, you can not only identify the best posting times but also understand which types of content performed particularly well.
Qualitative Analysis: Assessing Content and Brand Fit
Beyond the numbers, qualitative analysis is crucial for evaluating an influencer. This involves aspects that cannot be captured by data alone. Check the brand fit: Does the influencer’s style align with your brand? Examine content quality – are the images and videos visually appealing and professionally produced? Storytelling and tone are also important: Do the language and presentation match your brand message? These factors can only be assessed manually by directly reviewing the influencer’s content.
Combining Quantitative and Qualitative Criteria
IROIN® supports you in selecting influencers by providing clear KPIs and detailed reports, like the charts shown in the Discovery Report. Nevertheless, the final content assessment is up to you. Combining quantitative and qualitative criteria is essential to find the perfect influencer for your campaign. Use the data from IROIN® to make a preliminary selection, and complement it with your own review to ensure that the creator truly fits your brand.