by Robert McEvily (but mostly ripped off from Tania Yuki’s work)
Okay, not gonna bury the lead here. The five things to consider when selecting an influencer are: Efficiency, Virality, Scale, Velocity and Consistency.
Let’s break this down, y’all. (And I’ll mix in some slides for good measure…)
For Efficiency, the metrics to consider are: Percentage of the active audience, Average engagement percentage, Actions per post, Impressions per action, and Views per action.
For Virality, the metrics to consider are: Total shares, Shares & retweets per post, Percentage of shares, Views, and Views per action.
For Scale, the metrics to consider are: Total actions, Impressions, Views, and Audience. And then of course, Velocity and Consistency are simply how frequently and how often your Influencer is doing his or her thing. I sat in for a good portion while Tania presented this info during a WARC webinar yesterday morning. If you’ve got an extra three minutes, check out a little “behind the scenes” action…
“Choosing an influencer based on followers,” said Tania, “is like picking a husband based on his shoes."
If you’d like to delve into a much more detailed and intelligent article about this topic (naturally written by TY), feel free to leave a comment here on the Shareablee blog and I’ll get back to you ASAP.
Pictured above (L-R): King Bach, Will Smith, Tania Yuki and Huda Kattan.