Table of contents
  1. 1. What is an influencer marketing database?
  2. 2. Benefits of an influencer marketing database
  3. 3. Where to find influencer marketing databases

What is an influencer marketing database?

A database (DB) is a collection of information that is organized so that it can be easily accessed, managed and updated (TechTarget). Database designers typically organize the data to model aspects of reality in a way that supports processes requiring information, such as sales transactions, product catalogs and inventories, and customer profiles. A database is usually managed by a computer software system which is able to interact with the users, other applications, and the database itself to capture and analyze data. The application is called Database-Management System (DBMS) and sometimes a DBMS is loosely referred to as a "database" itself.

An influencer marketing database can be a wide variety of different lists or data pools associated with influencer marketing. For example, if a website/ software offers a list of the top 1,000 most popular influencers on Instagram, then that would be considered one type of an influencer marketing database. Other types of industry-related databases might include a contact list for influencers, a list of advertisers interested in influencer marketing, a list of influencer management agencies, and more. As a result, companies providing the DBMS to manage those data are called influencer marketing platforms. With the industry being so large, dynamic, and fast-paced, the primary use of databases is to break-down the different influencer marketing facets into easily digestible informational segments. 

Instagram influencer database © InfluencerDB

Benefits of an influencer marketing database

Ranking influencers

One of the most common uses for an influencer marketing database is to find out how influencers rank in accordance with various filters which sort the influencers by reach, engagement rate, industry category, platform, and more. If for example, you want to know who are top gaming influencers with the most followers on Instagram, you would access a database that gives you a detailed data set with current information.

Detecting fake influencers

Fake influencers are people who boost their social media accounts using fraudulent actions, such as buying followers, hacking likes, follow-for-follow abuse or faking comments. It's about who brands choose to be their partners that influencer marketing on Instagram can be a huge drain on your resources and a massive waste of time – or it can be one of the best marketing tactics you’ve ever used. Using an influencer database can help brand analyze the performance of an influencer's profile, check out the like-follower ratio, keep track of the follower growth and ultimately, assess the audience data in order to frauds among the real ones.   

Contacting influencers

Another very common reason that users would access an influencer marketing database is to download an informational packet that contains contact information for many different influencers, data which is usually sorted by using a variety of different filters and metrics. This gives prospective advertisers and influencer management agencies the ability to contact a large number of influencers within a small amount of time. 

Researching the competitors

Not only influencers but also brands and influencer agencies regularly access databases in order to keep a close eye on any competitors within the industry. This research is particularly important in small niche markets where competition between a small group of influencers is fierce. Keeping a close eye on a competitor can give influencers valuable information on how to improve their social media profile, marketing performance, and content quality. 

Deciding who to follow

A very large percentage of database users are active participants on social media platforms that are simply trying to find out which influencers are the most popular and the most interesting to follow. In cases where social media users are accessing influencer databases this information is typically aggregated through a website-based feed, rather than it being accessed through a downloadable file or software program. 

Finding the right influencer agency

Influencer related database don't exclusively feature influencers, they're also known to contain lists of influencer agencies as well. These massive data sets can include hundreds or even thousands of worldwide influencer agencies, sorted by geographic location, company size, business rating, profile, and other important metrics. These databases are often used by influencers and prospective advertisers search for the most suitable agencies. 

Building an influencer list

There many influencer related databases that feature information about known advertisers that use influencers to market their products and services. As is the case with other database influencer lists, these data sets are also sorted. Some of the most common sort filters include demographics, ratings, ad budget, ad category, etc. 

 

Where to find influencer marketing databases

Currently, there are a lot of influencer marketing vendors offering database service. Most of the data are similar, but each company's database design is unique depending on the specific influencer marketing needs that the company wants to fulfill. For instance, companies may offer a large database of every influencer in the world, but some other may only focus on nice influencers who have 10,000 to 100,000 followers or influencers in specific regions.

Marketers can access these databases through a variety of different ways:

  1. The most common way to access a database is via the interface of a website that aggregates the data. The website visitor can view the visualized data, search and navigate through, or filter all within the user's smartphone, tablet, or pc based browsers.
  2. The second way that databases can be accessed is through a software program. That program can assist marketers to sort, filter, and analyze the data through many different features without using a 3rd-party internet browser.
  3. The third way is through downloadable file packets that contain current data and then running the data in an Excel spreadsheet or another software program. Most influencer marketing companies are now having Application Programming Interface (API), which allows the vendor's database to be integrated into brands' own management systems.