What statistics to take into account when choosing an influence

What statistics to take into account when choosing an influence

70% of teenagers trust the influencers they follow more than traditional celebrities.

It is extremely difficult for a brand to create that same level of trust, but through influencer marketing, it can be transmitted.

However, an influencer marketing campaign is not to be taken lightly, and there are many factors to consider before choosing to work with one or more influencers.

The context


An influencer marketing campaign will only be successful if the subject and the influencer are right. No one will hire a wine connoisseur to market beachwear.

Imagine you were offering swimwear specifically for pregnant women. It would make sense to use influencers whose community is mainly made up of women between 25 and 35 years old.

The number of followers


Influencers are divided into two groups according to their number of subscribers:

Macro Influencer: Macro-influencers have tens of thousands, even hundreds of thousands or millions of subscribers. Often they are well-known personalities.

Micro Influencer: As defined, micro-influencers have a few thousand or even a few hundred subscribers. Generally, micro-influencers specialise only in a particular niche.

Micro-influencers are becoming increasingly important in social network marketing. They may have fewer followers, but their community is usually very loyal and interactive. Micro-influencers are very close to their community and are often more credible than the stars in their sector. This leads to much higher engagement rates than macro-influencers. In addition, micro-influencers are cheaper than the more famous influencers. This makes them interesting partners for small companies with a tight budget. But even larger companies are increasingly working with micro-influencers. Many choose a mix of micro and macro influencers.

Demographic statistics of the community


It is important to consider the interests of the subscriber community: it should be relevant to your company or brand. After all, you only want to reach a target group. It is therefore more than necessary to look for certain demographics of the community to influence it such as :

  • Age
  • The place of residence
  • Sex
  • The interests
  • The language

The rate of engagement

As mentioned before, there is one statistic that is more important than the number of followers of an influencer: the engagement rate. This tells you how an influencer's subscribers react to their posts, for example by leaving a "like" or a comment. This makes the engagement rate an extremely important indicator of whether subscribers are really interested in the influencer's posts. If an influencer has 100,000 followers, but his or her posts generate less than 1,000 "likes" and a few comments, his or her engagement rate can be considered very low.

Finding influencers for a marketing campaign is now a very important step. Choosing them can be quite complicated, contact us, Pinkhyevents can help you, you should be able to succeed in your influencer marketing.