You sometimes may wonder, “My content is great! Why won’t agencies or brands pick me for their campaigns?” Although sometimes the answer may not be as simple, there are a few key factors agencies and brands take in consideration when choosing their content creators for paid promotions, campaigns, and PR send-outs. Let’s look into some of the key elements they observe when analyzing a profile:
Talking numbers
Follower Count
Many obsess over this number, but not necessarily having “more followers” is better. Although some believe this to be true, it is not the most important part when picking out a content creator.
Fun fact: your follower count does not matter if you’re not engaging with your followers!
Engagement Rate
This magic number is used to measure, through interactions, the connection established between the influencer and his followers. In order for the number to be healthy, it must be greater than 5% of their followers.
Interactions
The likes, shares, and comments that influencers receive from their followers in their publications are the three elements that define “interactions”.
Reach
This represents the total numbers of unique people who see influencers content.
Impressions
Impressions are the number of times content is displayed in the social media platform. If the content was clicked or not, will not affect this number.
But wait, there’s more!
Similarity with the brand
It is important to observe that the content of the influencer is aligned to the brand DNA (themes, colors, preferences and general look and feel).
Age
Some campaigns have a special age range in mind, for example: millennials, Gen-Z, 50+.
Gender
Certain products target a specific gender and brands or agencies check that your following has a particular percentage of this gender.
Location
Most initiatives are set to target a specific location
