Vetting influencers to ensure they are the right fit for your brand is a key step in influencer discovery. Klear provides comprehensive profile analytics, content, and insights that brands can use to vet influencers to ensure they’re on-brand and align with brand values.
Learning Objectives:
Understand key vetting performance metrics
Identify potential brand risks
Review previous brand partnerships and content aesthetic
Manage an influencer’s profile
Table of Contents:
Prerequisites
Navigating to the Influencers Tab
The Influencers tab is where you can manage and vet influencers. You can navigate to the Influencers tab from two places:
On the Klear homepage, click on Analyze Influencers
Click on Influencers in the top menu
To view an influencer’s profile from the Influencers tab:
Click on the influencer card or type their social profile username into the search bar. Their full profile will appear.
Or, type in their profile in the search bar
Alternatively, you can navigate to an influencer’s profile from other places in Klear, such as Discover, by clicking on their profile photo.
Overview Tab
On the Overview tab, there are multiple sections you should use to vet an influencer.
Influence
In the Influence section, you can examine an influencer’s profile engagement to determine their influence on their audience, get a snapshot of their portfolio, and review other profile analytics.
Influence Score: a global score of how influential someone is across their networks. This algorithm looks at thousands of data points, but two key factors are engagement and reach. If an influencer’s posts are getting a lot of views but not many engagements, this impacts whether their post will show up on their audiences’ discover and explore feeds.
Engagement: the total number of engagements on average per post and network. The scale compares an influencer’s engagement to influencers with a similar audience size. Hover over a social network to see its average engagements. Click on Breakdown to see this data in table form.
Insights: True Reach is an algorithm that analyzes the audience and their relationship with the influencer. This insight considers fake followers, inactive followers, and followers who do not engage with the influencer’s content. If a user stops engaging with a social media profile, a social channel’s algorithm limits showing the influencer’s posts in the user’s feed.
Insights also featured: the influencer’s location, top categories, estimated Instagram pricing, and whether they passed an audience authenticity test.
Portfolio: This is a snapshot of their brand partnerships and brand mentions. Click on a brand to see the content posted.
Audience: The overall audience size an influencer has across their social media networks. Audience size is also broken out by channel.
Understanding the size of an influencer’s audience is a key step in vetting. However, just because an influencer may have a huge following does not mean their audience is engaged with their content. An influencer with a smaller audience may have higher engagement than an influencer with a larger audience. Make sure whoever you partner with can make a maximum impact on your campaign.
Influence Breakdown
To view a breakdown of KPIs across each social media network, click on Breakdown in the right-hand corner. Beside each network are the following metrics:
Number of posts in the past 30 days compared to the average number of posts made for all time
Average engagement per post
Total fans
True Reach
Estimated media value (EMV) per post
Top Content
Top Content displays the most engaging content an influencer has created across all social media networks.
Click on the content to view it, and a pop-up will appear. Here you can view the visual content, associated text, and engagement metrics. This will give you a good idea of the influencer’s content that performs well, and you can understand if this type of content would be an ideal fit for your brand.
Audience Demographics
Audience demographics are supported for any influencer that connects their social profile to Klear. If an influencer has not connected their social profile to Klear then we can use machine learning to infer demographics.
Average age: displays the average age of the influencer’s audience
Dominant gender: displays the dominant gender of an influencer’s audience
Brand affinity: displays the brands the audience mentions in their content on social media
Top countries: displays the top four countries in which an influencer’s audience is from
Top cities: displays the top four cities in which an influencer’s audience is from
Similar Influencers
Similar Influencers features a list of influencers who have posted content similar to the influencer you are reviewing. Powered by AI visual analysis, the data in Similar Influencers has been enriched to surface more relevant matches for easier discovery.
Similar Influencers increases your viable influencer pool while decreasing the time spent on manual searches. Click on an influencer’s image to open their profile. Note: this will navigate you away from the influencer profile you are currently viewing.
Audience Interests
Audience Interests show the topics the influencer’s audience engages with, the hashtags they post in their social media content, and the hashtags they engage with.
Instagram Brand Safety
Klear’s brand safety test for each influencer profile includes a scorecard and corresponding data to evaluate influencer audience authenticity, flags for suspicious accounts, and explicit content.
Audience Authenticity: a score based on five audience authenticity tests (see no. 4)
Suspicious Engagements: indicates if an influencer’s followers and engagements are from bots (this takes into account low following-to-follower ratios, posting frequency, and other variables).
PODs: identifies whether the influencer is part of a pod (a group of creators who exchange engagement in an effort to inflate their presence and grow their followers).
Audience Authenticity Test: five benchmark tests that together are used for the audience authenticity score.
Explicit Language: indicates whether an influencer’s content is family-friendly and whether there are any risk factors related to it. Click See Posts to review content flagged with explicit keywords. Click Customize to add keywords you want to be monitored. Type each keyword or phrase and press enter.
Content Tab
The content tab helps you understand the type of content an influencer posts that perform well, the brands they mention, and their general content aesthetic.
There are two sections in the content tab: Top Content and Portfolio.
Top Content
Top Content displays the most engaging content an influencer has created across all social media networks.
To view top content based on topic, click each topic, and the content displayed will reflect the topic selected.
Click on the content to view it, and a pop-up will appear. Here you can view the visual content, associated text, and engagement metrics. This will give you a good idea of the influencer’s content that performs well, and you can understand if this type of content would be an ideal fit for your brand.
There are multiple ways you can view and sort this content.
To view content by social media profile, click on the social media network.
To sort the order of the content, click the Sort By drop-down and select one of the following options: Top Content (default), Recent in 6 months, Recent in 3 months, Recent in 1 month, and Date.
Use the keyword search to find top content that mentions specific keywords.
Portfolio
Click on the Portfolio tab to view an influencer’s portfolio. The portfolio contains their brand partnerships and brand mentions.
By default, the influencer’s portfolio is sorted by All Brands. To view portfolio content for a specific brand, click on the brand name.
You can filter this content by the following options: All Time, 1 Year, 6 Months, 3 Months, 1 Month, and Sponsored Only.
Demographics Tab
Audience demographics are supported for any influencer that connects their social profile to Klear. If an influencer has not connected their social profile to Klear then we can use machine learning to infer demographics.
For influencers who have demographic data available, you can see the following high-level insights:
The dominant gender of an influencer’s audience
The average age of the influencer’s audience
The top country in which an influencer’s audience is from
The top skill an audience has based on the content they post and the engagement they receive
Next, you can see the insights for various demographic categories belonging to the influencer’s audience. By default, the top four will display. If more than four data points are available, hover over the insight and click Expand.
Age breakdown of the influencer’s audience
Gender breakdown of the influencer’s audience
Influence levels of the influencer’s audience
Top countries in which an influencer’s audience is from
Top states in which an influencer’s audience is from
Top cities from the top country in which an influencer’s audience is from
Top interests the audience has based on the content they engage with
Top brands the audience mentions in their content on social media
Most popular hashtags the audience uses in their content
Most relevant hashtags the audience engages with
Similar Tab
Similar Influencers features a list of influencers who have posted content similar to the influencer you are reviewing. Powered by AI visual analysis, the data in Similar Influencers has been enriched to surface more relevant matches for easier discovery.
Click on an influencer’s image to open their profile. Note: this will navigate you away from the influencer profile you are currently viewing.
Click Similar Content on an influencer’s profile card to view their exact pieces of matching content.
Use the filters on the right-hand side to refine your results using Influence, Location, and Gender parameters.
Use the action options within each influencer results, to add an influencer to a campaign, add a tag, or send an outreach email from the Similar Influencers list.
FAQs
Why are Deleted Posts appearing in an influencer’s portfolio?
Why are Deleted Posts appearing in an influencer’s portfolio?
If an influencer deletes content, Klear must remove it as per a social network’s terms of service. Many influencers' campaign contract terms specify the duration a piece of content needs to be posted and when the influencer can delete it. Many influencers remove this type of content after their contract has expired.
Why does YouTube have its own Influence section?
Why does YouTube have its own Influence section?
YouTube metrics are in a separate section due to YouTube’s terms of service that require them to be standalone.
Why is audience demographic data not showing?
Why is audience demographic data not showing?
If audience demographic data is not showing it means either that influencer has not connected their social profile to Klear or we are not able to apply inferred demographics. When demographic data is not showing for a profile we recommend you consider inviting them to authenticate their profile on the platform.
What is an influencer pod?
What is an influencer pod?
Influencer pods are public and private forums where creators (typically nano and micro) exchange likes, follows, and comments in order to increase their social media presence.
Each pod has its own set of guidelines that members must adhere to (i.e. number of daily likes, content limitation, follow for follow). Members of pods range across all categories. Every day the group has a comment or like thread, which closes at a specific hour. The thread has clear guidelines and is aimed to help everyone in the group grow their following. And, pod members promote their own page, ask for likes and comments, and promise to return the favor.
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