Which metric would you consider most important for evaluating the success of influencer marketing campaigns? Follower numbers? Engagement? Forget all that, choose Audience Quality.
What is the Audience Quality?
The audience quality describes the value of followers and other Instagram channels that are exposed to an influencer’s content. Below we will break down how the audience quality is operationalized and measured.
Audience Quality is Key
What makes Audience Quality THE essential metric for influencer marketing?
An influencer with extensive reach is great and seems promising at first glance, but what if 90% of that reach consists of bots, fake profiles or inactive channels?
What if the followers are real, but follow thousands of other channels so they will most likely not even notice a post about your brand among the flood of content swamping their feed?
Cooperating with an influencer with poor audience quality is simply a waste of money. Allocate your marketing budget wisely by always analyzing an influencer’s audience quality prior to each cooperation.
How We Evaluate Audience Quality
The audience quality grade summarizes how valuable the audience of an account is by taking into consideration its engagement, the activity of the audience and their ability to consume the content presented through their feed.
We identify those users who regularly interact with an account.
With the help of publicly accessible data of Instagram’s API, we analyze the user behavior of the target group.
Inactive users who never log into their accounts or those users who display bot-like behavior are classified as bad or very bad.
Real, active users who constantly interact with content on Instagram are rated good or very good.
How to Interpret Audience Quality
The InfluencerDB Target Group Analysis consists of four main pillars and provides insights on the audience’s demographics and quality.
Audience Quality Grade
The actual audience quality grade is split up into a grade ranging from A to F as well as a percentage.
Audience Quality Grade ©InfluencerDB
The grade shows how good a channel’s audience is, taking into consideration the engagement, the activity of the followers and their ability to consume the content presented through their Instagram feeds.
The percentage displays how well the channel’s audience performs compared to other channels on Instagram. In the example shown above, 88% of Instagram channels worldwide have a worse audience quality, while only 12% have a better audience quality.
Audience Quality Distribution
The audience quality distribution predicts how likely it is for the followers to see the postings, based on their Instagram activity and number of followings.
Audience Quality Distribution ©InfluencerDB
A good quality distribution suggests an audience which does not follow more channels than it can consume and uses Instagram actively.
If an influencer is followed by a lot of channels who again follow way too many other channels to be able to consume the influencer’s content, the audience quality of the influencer decreases as a result.
A good influencer, on the other hand, who creates engaging content and attracts genuine people who use Instagram in sufficient quantity would end up with a high audience quality grade.
Ideally, more than half of the audience should consist of good or very good quality channels, as the example above displays. The more, the better!
Gender & Countries
The analysis of gender and countries is not a qualitative one but it is nonetheless essential for receiving additional information about an influencer’s audience.
Gender & Country Demographics ©InfluencerDB
The gender split displays whether an influencer attracts a mainly female or mainly male audience. Launching a women’s fragrance? Make sure the influencer reaches a mostly female audience!
The country split helps to see where the audience is located. A balanced country distribution is great if you want to reach an international audience.
If you mainly cater to a national market, however, choose influencers with an audience located in the desired country.
For brands, the audience quality grade answers the questions: What is the quality of end consumers I am reaching through this influencer? Will this influencer have a strong impact with the content on these consumers? Can the influencer transmit my brand message to the audience and will the audience become aware of my brand?
Not only will your money be badly invested in influencers with low audience quality, you will also waste time by approaching, briefing, and monitoring these influencers without seeing any beneficial results.
To explore the Audience Quality feature yourself, visit ohhcouture’s demo account on our InfluencerDB platform!