Abed Agha

The secret behind which influencer performs and which doesn't

In today’s oversaturated landscape, influencer marketing is core for the successful promotion of your brand, it cuts through the noise to grasp the attention of your audience. But you must make sure you're working with the right people and developing the effective formats to ensure great performance. Have you ventured into influencer marketing without experiencing its full potential? Are you not getting the results you want? Are you finding it a time consuming hassle to find and shortlist influencers? The iScore is the ultimate score that separates influencers who perform from those who don’t and thus giving you confidence that those you’re selecting will perform well for your campaign. It is nestled within a combination of five qualitative and quantitative success factors that together pave the road for your perfect match and optimized results, and it especially zooms in on performance.The iScore is a score out of 10 that highlights the quality of the connection between influencers and their followers, compared to similar influencers.

It's split into the engagement score which reflects how much the influencer's audience engages with their content and the viewership score which tells you how much the influencer's content is viewed by their followers. It’s one number that holds a wealth of information. Depending on your objective, whether it’s an awareness or conversion campaign, the metric you focus on differs. While you might rely on influencers’ number of views if you’re seeking awareness, you might rely on their engagement rate should you want to generate conversions. In general, this is good practice, but looking at these numbers without benchmarking what is a high viewership or engagement rate amongst influencers of all levels and follower sizes would lead to wasted efforts. That’s because influencers with a large following naturally generate a lesser rate of views and engagement compared to ones with a smaller follower count but having a closer connection with them. This sounds like a lot of effort is needed to analyze these metrics, right? Not to mention, who has the time?Well, the iScore to the rescue.Imagine you own a restaurant in Dubai, you’ve rebranded it to appeal to younger generations, mainly those between the ages of 18 and 34, and you’re launching a revamped menu. So, now you’re looking at possible influencers to collaborate with to spread the word and reach potential customers. In front of you are our two influencers from earlier: Influencer A with 251k followers and Influencer B with 1.34M followers. While your first instinct may be to go with the one who has a larger following, their iScore tells a different story.

The score of 9.1 secures the place of Influencer A in the excellent tier while the score of 3.2 flags Influencer B as an unsuitable choice for your campaign. Primarily located in Saudi Arabia and interested in Family & Relationships, the latter’s audience is less responsive and this is translated into the iScore. So, this one number tells you a lot about how well the influencer meshes with your campaign criteria.  Now what if you shortlist two influencers with high iScores, how to go further and select the right one for your campaign?Say you’re launching a beauty brand in the UAE and you want to attract females between the ages of 18 and 34. Now, you decide to collaborate with an influencer to reach your desired target audience. You have two options: Influencer C with 800K followers or Influencer D with 1M followers. Both of their following, living in the UAE and interested in Beauty & Fashion, align with your target audience and they have strong audience affinity as is reflected by having great iScores, scoring above 6 ensuring they both perform: the iScore of Influencer C is 8.2 and that of Influencer D is 8.8. So, how do you decide who to work with? Let's dive deeper into the iScore!

Influencer C has a high viewership score and lower engagement score while Influencer D has it the other way around.Well, if your business goal is to increase awareness for your brand within your target audience then Influencer C is the better option, but if your goal is to generate sales then influencer D is the one for you since higher engagement rates translate into better conversion rates.This is how one metric can guide you in finding the right influencer whose performance will translate into fulfilling your business goals. The iScore can endlessly help you wade through the water of influencer marketing by taking away the uncertainty of finding the right influencer whose performance brings you results. It saves you from analyzing insights and gives you prior confidence that the influencer will perform within your campaign. Now that you’re more familiar with the iScore, start checking the score of different influencers by opening a free account.

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