Define the type of influencer you’re looking for, including their market, category, and audience demographics.
For example, Type C, male, USA, who has a gaming channel on YouTube that appeals to college students.
If you have a campaign brief, consult it for details like audience demographics.
Choose an influencer search tool based on your budget and functionality needs, such as HypeAuditor.
There are both paid influencer marketing platforms and influencer marketing platforms that offer some free usage.
Look for a tool that:
- Covers your desired platforms and markets.
- Checks for follower authenticity.
- Includes contact details.
- Lets you export reports.
- Compares Engagement Rate to Branded Engagement Rate.
Put together an influencer shortlist spreadsheet that captures attributes most important to your brand, or use an influencer shortlist template.
Include columns like Category 1, Category 2, Followers, Engagement rate, Audience quality score, Country, Platform, Gender, and Priority.
Sort by category, country, platform, or audience on your influencer search tool to start looking through influencer reports.
For example, on HypeAuditor, you can filter by category or market.
View the information about an influencer in your influencer search tool to look through their specific influencer details, and compare this to your ideal influencer criteria.
On HypeAuditor, you can see information about an influencer’s audience demographics, follower growth, languages spoken, audience interests, brand mentions, advertising metrics, and much more.
Evaluate the authenticity of an influencer’s audience by looking at available data about their account and audience.
Influencer platforms vary in how they quantify suspicious account activity, bot accounts, or fake followers. HypeAuditor shows this metric as an Audience Quality Score. Consider avoiding influencers who have more than 30% suspicious followers.
Scan the influencer’s recent posts and comments, looking for red flags like spam comments, off topic comments, or a huge discrepancy between likes and comments or followers and likes.
Export data about influencers who fit your criteria from your influencer search tool into a .csv you can add to your shortlist spreadsheet.
This ensures data about influencers you want to shortlist is preserved, even if influencer search tools change access, plans, or pricing
Give each influencer a priority rank from 0-10 based on how interested you are in contacting them.
Add influencers to your shortlist until you have about 3-4 times as many as your budget allows.
Include more influencers than you need for this campaign to ensure you have enough options if many are unavailable, uninterested, or unresponsive.