Table of contents
  1. 1. What is Audience Data?
  2. 2. Quality Grade
  3. 3. Quality Distribution
  4. 4. Audience Demographics

What is Audience Data?

Audience data is a concept developed by InfluencerDB - the influencer marketing SaaS company. It's a part of the "Analyzing Influencer" feature, illustrating relevant information of not only the influencer's profile but also his or her fans. This information helps marketers assess the quality of an influencer in a more holistic way as well as determine whether the influencer's followers actually match with the potential customer or not.  

Why audience data? As explained in the wiki about influencer relationship management, influencer marketing is a three-way relationship between brands, influencers, and followers. Brands work with influencers in order to promote their content to the followers, thereby triggering their interest as well as reaching out to the target audiences (who are a smaller group of these followers). This means the closer the followers of an influencer to a brand's target group, the more effective the influencer marketing campaign will be. Therefore, marketers need to assess not only the influencer profile but also his/her audience to get the comprehensive and accurate analysis while selecting the perfect-fit influencers to collaborate. 

The Audience Data includes the following metrics: Follower Number, Like Follower Ratio, Quality Grade, Quality Distribution, and Audience Demographics

Audience data of @kyliejenner using InfluencerDB premium platform

 

Quality Grade

The Quality Grade is a comprehensive evaluation system showing how good the audience of a social media profile is. This metric takes into consideration the engagement level of the followers with this particular influencer in correlation with their total activities, thereby estimate the possibility of the sponsored content to be presented on their news feed as well as the ability of them to catch and consume that piece of content. To be more specific, this feature analyzes how many more influencers that an Instagram account is following. If your followers also follow too many other influencers, there will be less chance that your content will show up on the follower's news feed. However, if he or she just follow you (the best case scenario), your content will surely visible to that particular follower, which also assures that the brand message of the influencer marketing campaign will reach its audience.

The fewer people your fans are following, the better Quality Grade you have. This also means the influencer will have more influence power to that group of fans, which may trigger the intention to take action on the sponsored post (e.g. check out the products, order, visit the company website, etc.) easier. Additionally, if an account on Instagram follows too many other accounts, there is a high chance that this is a fake account created by robots. Fake influencers spend money to buy these following bots to enhance their profile appearance. Therefore, marketers can also use the Quality Grade as an indicator to detect fake influencers on Instagram.

Fake influencer usually has very bad Audience Quality Grade 

 

Quality Distribution

Quality Distribution is a visualized explanation of Quality Grade. While Quality Grade only shows marketers the general quality of an influencer's followers, the Quality Distribution presents how likely it is for the followers to see the posting. A good or very good quality follower suggests:

  • This particular follower is active on Instagram.
  • He or she does not follow more channels than it can probably consume.

Quality Distribution is strongly correlated with the Quality Grade. Together, they form a holistic metrics to helps marketers go beyond the influencer's profile to understand which potential target group they are trying to reach. In general, brands are suggested to take into consideration with influencers having at least A- Quality Grade and more than 50% good and very good audience in the Quality Distribution section. However, keep in mind that this is just a quantitative metrics. Brands need to take into consideration both quantitative and qualitative factors before making any collaborating decision. 

 

Audience Demographics

Audience Demographics are the statistical data of an influencer's followers. This section illustrates the quantifiable characteristics which are relevant to influencer analysis and influencer marketing in general. The collected data includes the follower's country, gender and age distribution. Using these reports, marketers can split the influencer's audience into smaller target groups, thereby identify which particular group is relevant to their brands as well as the portion of that group in the total number of followers. 

Audience Demographics of @leoniehanne using InfluencerDB premium platform

Countries

InfluencerDB software for influencer marketing uses geotag to identify the countries of influencer's followers. This information is very useful for the influencer analysis process, especially with micro-influencers. Influencer marketing content is usually very geo-centric and specifically designed for a target area or region. Therefore, an influencer should have the majority of his or her followers from or stay in the target country of the influencer marketing strategy. This analysis also supports brands detecting fraudulent activities such as buying fake follower. Imagine an influencer working in the US but having 80% of his or her followers coming from Russia or South Africa, this is a clear signal for marketers to raise questions over the authenticity and integrity of that profile. 

Gender

This graph shows the gender distribution of the selected influencer's followers. The gender distribution is particularly useful for brands operating in distinctive industries for males and females, such as beauty care, healthcare, cosmetic or apparel and fashion to find the perfect-fit influencer to work with. 

Age

The age distribution shows the ranges of age that the followers of an influencer may fall into. InfluencerDB also integrates the LDA (Legal Drinking Age) check into this report. If an influencer account is LDA compliant, it means that at least 71.6% of this channel's followers are expected to be of legal purchase age. 

In general, the Audience Data shall be able to help marketers answer the following questions:

  • What is the quality of end consumers I am reaching through this influencer?
  • Will this influencer have a strong impact with the content on these consumers?
  • Can the influencer transmit my brand message to the audience and will the audience become aware of my brand?

Not only will influencer marketing budget be badly invested in influencers with low Audience Data profile, brands will also waste time by approaching, briefing, and monitoring these influencers without seeing any beneficial results. Make sure to include this metric in your influencer marketing KPI and integrate it into influencer management process.