5 Things to Consider When Selecting an Influencer
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.