PR News 3 minute read
Twice a month, PRmoment will showcase tools across the PR & marketing eco-system reviewed by Jai Bahal, founder NAVIC Learn. This 1 Minute Marketing column, hopefully, will help make the communicators' job just a little bit easier. This week's column takes a look at the influencer marketing tool, HypeAuditor.
This week’s tool: HypeAuditor
Subject: Influencer Marketing (Instagram)
It happens often.
“Yaar, this influencer has a crazy following on Insta. But their engagement is super low. Think it could be faked?”
With influencers becoming an important part of each new PR and digital campaign, it’s important for all professionals to know how to pick the right set. Agencies today use mapping, identification and analytics tools for creating their influencer campaigns (and that’s great – more power to you!), but sometimes it’s prudent to remove our rose tinted glasses of ‘celebrity’ and pass their profiles through an audit that gives us a little more information about their authenticity.
To be clear, this is not a discovery platform. This tool is used to track and gauge which influencers have a genuine audience. HypeAuditor has an amazing paid version with more insights and I’d highly recommend getting it if influencer marketing is a core offering in your company (brand or agency)
In a nutshell, the free version gives you 3 interesting insights:
1. Average Engagement Rate:
Calculated based on the percentage of audience who engages (like, comment and share) on each post, this gives us context on the effectiveness of each collaboration. For reference, according to a SproutSocial report, the average Instagram engagement rate is 1.22%. A great example of high engagement rate is one my favourite content creators: Yashraj Mukhate.
2. Follower Growth Trajectory
It’s important to know how the content creator reached their level of fame. Finding linear continuous growth in graphs helps us understand if the influencers followers are real or (like some influencers in the industry have) bots. Another one of my favourite content creators Kusha Kapila has a great example of this sustained continuous growth – proving that their content and creativity is their secret sauce.
3. Audience Interests
As a marketer, your product or service needs high relevance with the audience of the influencer and knowing the top interest of the brand ambassador you choose can sharpen your influencer marketing plan. The Food Blogger Association of India has their audience interests precisely in their wheelhouse of food, travel and baking!
1 minute process
1. Visit HypeAuditor for Instagram
2. Put in the influencer you wish to study
3. Wait for about 10 seconds
4. Free report is ready. Take your time to go through it.
Optional: HypeAuditor also allows you to track influencers on YouTube, TikTok and Twitter. The Instagram tool though has proven the most precise for me.
If you like this piece, you might want to read our review on TwitterAudit – 1MM: TwitterAudit
Stay curious. Stay Secure.
See you next time.
Jai Bahal, is founder of NAVICLearn and aims to educate, inform and train students, professionals and entrepreneurs about the future of marketing & communications.