There are millions of influencers, but on what basis can you pick the right one for your brand? How will you figure out which influencer to work with? 

There are many factors to consider, such as the number of followers, quality of content, engagement rate, etc. 

This article will guide you on how to analyze influencer audiences and what metrics you can check on influencer profiles.

Why Should You Analyze Influencer Audience? 

Here’s why you must analyze influencer audience before choosing one for your brand: 

1. Relevant Followers:

If an influencer’s followers don’t match your ideal customers in age, gender, location, or interests, your campaign might miss the mark. That’s why it’s key to pick an influencer whose audience lines up with your target demographic.

2. Relevant Content: 

Analyzing an influencer’s content before deciding which influencer to work with will ensure you pay for an influencer whose existing content aligns with what will work for your brand. 

3. Engagement Quality: 

A high follower count does not guarantee quality engagement. When you analyze an influencer audience, you can find influencers with good engagement quality and work with such influencers. 

4. Authenticity: 

Checking out the comments and feedback on an influencer’s profile can show you how much their followers trust them. An engaged audience that really values their opinions is a better bet for endorsing your brand.

5. Avoiding Bots and Fake Followers:

Many influencers buy fake followers. As per a 2021 report, 49% of Instagram influencers worldwide had used fake followers at some point. This can seriously impact your campaign and brand image if you collaborate with them. You can avoid this by analyzing the influencer’s audience. To make it easy, use an influencer analytics tool to check if the influencer you’re interested in working with has genuine followers.

How to Analyze Influencer Audience?

You should check quantitative and qualitative metrics to analyze an influencer's audience. Here are the quantitative and qualitative factors you should analyze:

A: Quantitative Factors 

1. Follower Count: 

Look at each influencer's follower count to gauge how much exposure they can give your brand. Then, based on your budget, choose the one that’s the best fit. 

For instance, a micro-influencer or macro-influencer would be a good fit for a campaign for Good Weird, a small American brand. The number of followers of a micro-influencer or macro-influencer would be appropriate for their business’s scale and budget. 

2. Engagement Rate: 

To get an excellent response to your influencer marketing posts, choose an influencer whose posts receive high engagement.

For example, if a beauty company has the budget to work with a mega-influencer, they can work with Emma Chamberlain. Emma is a beauty influencer with 15.1 million followers and an engagement rate of 5.03%. The average engagement rate of other Instagram influencers in this niche is around 2%. Emma's is much higher than the average, which would make her an excellent choice for a beauty brand who wants to work with a mega-influencer.

3. Audience Demographics:

Marketers usually have demographic data about the age, location, and gender of their target audience. Before picking an influencer, check the age, location, and gender of the influencer's followers to see if it matches the brand's target audience.

The best way to do this is to use any influencer analytics platform to provide a report with demographic data on the influencer's followers. 

B. Qualitative Factors

1. Content Quality

Before deciding on an influencer, check for things like the quality of captions and videos. Review past collaborations, if any, to see if the influencer has created good content for the brands they have worked for.

2. Content Alignment

Choose an influencer whose existing content aligns with what you'd like to create for your brand. 

Let's understand this through an example. 

Suppose Deep Foods, a US-based manufacturer of Indian food, wants to work with a food influencer. They come across Archana Mundhe and Richa Hingle's profiles, both American influencers who share Indian food recipes on their Instagram profiles.

The difference is that Richa only shares vegan Indian food recipes. Archana's existing content has vegetarian recipes that use milk and milk products. Deep Foods sells curd along with other products. So, Richa won't be a good match for them as an influencer. She is unlikely to work with the brand. Even if she does, most of her followers will likely be vegan and wouldn't like to buy from a brand that sells dairy products.

This is why it's essential to research an influencer's existing content well and then pick one whose content aligns with your brand.

3. Audience Engagement

The quality of audience engagement matters, too. 

Once you've picked a few influencers, open their recent posts and skim through the comments on their posts. See things like how their followers engage with their content, if the influencer responds to them, and the general sentiment of the comments and interaction between the influencer and their followers is positive.

Choose to work with an influencer who has quality engagement on posts and reels and gets followers to comment and take action based on their recommendations.

How impulze.ai Helps in Influencer Audience Analysis

impulze.ai provides a report with influencer audience analysis that can provide you with details about the country and city-based location, age, gender, and language that the followers speak.

Here's how you can access this report in a few simple steps.

Step 1: Login to impulze.ai. If you don't already have an account, you can sign up for a free 14-day trial without providing bank details. Once you log in, the home screen will appear (see screenshot below)

Step 2: Click on the 'Search' tab at the top. 

Step 3: Suppose you run a makeup brand and want to find an American Instagram-based influencer whose audience consists of women in the 20-40 age group in the United States. 

Here's how you can do it:

Choose 'Bio Keywords' on the left and type' makeup influencer' in the search bar. In the filters bar on the left, choose the location as 'United States.' Choose interest as 'Beauty and Cosmetics' under the interest tab in the same filters bar.

Step 4: Scroll down to see the audience filter bar. Here, you should do the following - 

• Choose 'Audience Credibility' as excellent.

• Choose 'Audience Age' between 20 to 40. 

• Choose 'Gender' as female. Move the bar below to 80% (This will ensure you find an influencer with a high percentage of female followers.) 

• Choose 'Audience Location' as the United States.  Move the bar below to 80% (This will ensure you find an influencer with a high percentage of followers based in the United States.) 

• Choose audience interest as 'Beauty.'

  
  

Step 5: Hit ‘Search’. A list of influencers will be shown below. Click 'View Report' below the influencer's name to see the audience analysis.

Once you click on this, an influencer analytics report will appear with the location, age, gender, language, etc. The screenshots below show what the report covers.

The Takeaway

Analyzing influencer demographics is key to finding the right partner for your brand. An influencer marketing analytics tool makes it easy to see these influencer demographics and make a smart choice.

impulze.ai can save you time by helping you find the perfect influencers and gives you instant access to their demographics.

Frequently Asked Questions

How to analyze an influencer's audience?

You can manually analyze an influencer's audience by opening recent posts and checking likes and comments on them. You can also open the followers' profiles from their follower list and figure out the gender, age group, and interests of those who follow them. Alternatively, an easier way to analyze an influencer audience is to use an influencer marketing tool that can pick influencers for you according to your target audience. 

How to check the demographics of an influencer? 

You can manually check the followers' profiles to get some idea about the demographics. Another way is to ask the influencer to provide details about demographics. For Instagram influencer analytics, or even for analytic data for Youtube and TikTok influencers, influencers have access to some demographic data that they can provide you screenshots of. The downside is that you'll have to do some preliminary manual research, find a particular influencer that could work for your brand, spend time in outreach, and converse with them. The best method is to use a tool like impulze.ai, where you can see influencer audience demographics like age, gender, location, language, etc, with a click. 

How to check influencer reach? 

Social media reach is the number of unique followers who see a post. To calculate the percentage of reach, divide the total number of followers who see the content of a post by the total number of followers and multiply it by 100. For example, if 300 people saw a post made by an influencer who has 2000 followers, the reach of the post would be 300/2000X100 =15%.

How to get influencer analytics?

For platforms like Facebook, Instagram, and TikTok, you can request an influencer to provide screenshots of the data they have access to. Or you can use influencer analytics tools freely available in the market to get influencer analytics.