Learn about the metrics Influencity provides for influencers on Instagram.
Find out how to interpret and use the 20+ metrics that appear when you analyze an Instagrammer’s profile in your IRM. These metrics fall into 10 categories:
- Contact Information
- Main KPIs
- Profile Evolution
- Influencer Interests & Interactions
- Influencer Lookalikes
- Audience Demographics
- Audience Interests & Interactions
- Audience Lookalikes
- Notable Followers
- Top Organic and Sponsored Posts
Tip: If you’re new to influencer marketing, check out the Influencity Glossary for more information on the terms we use in this article.
If an influencer has a public email address associated with their account, Influencity will be able to extract this information and add it to your IRM. If an influencer later shares other contact information with you, such as an alternate email address or phone number, you can save these here as well.
At the top of the page, you’ll see this profile’s main Key Performance Indicators (KPIs) – metrics that indicate the reach and popularity of this profile:
- Number of followers - these are followers on Instagram only; if your influencer also has a TikTok or YouTube profile, these followers would not be included in this total.
- Accounts followed - does this influencer follow tons of accounts or hardly any at all? Learn how this metric can be used to detect follower quality.
- Engagement - interactions divided by followers x 100.
- Earned Media Rate - the equivalent advertising value of a post (learn more about this metric here).
- Average interactions - the average number of likes, comments, etc. on recent posts.
- Follower quality - how many followers are real people vs. bots or fake accounts.
- Average activity split - the interactions that can be attributed to likes, video views, and comments.
- Engagement rate scale - compare an influencer’s rate to that of the average profile. This particular influencer has higher than average engagement.
Note: It’s unlikely for any profile to have 100% quality followers – generally anything over 80% is considered to be a healthy number. Learn more here.
Get a glimpse at how this profile has changed over time. This influencer shows a gradual increase in both followers and accounts followed. As for likes, they reached a peak in January and have since leveled out. This is quite common, as influencer trends tend to come and go. A sharp decrease in likes, however, may indicate that a content creator has done something unpopular that resulted in backlash.
Tip: A sharp increase in followers could indicate that a content creator has started a trend. Usually, an increase in followers is accompanied by an increase in likes. An increase in followers on its own, however, could be more suspicious. Luckily, Influencity has several tools to help detect accounts with low-quality followers.
Influencer Interests & Interactions
This section is all about the interests and brands reflected in a content creator’s profile.
- Interests – we use AI to scan profiles and identify the interests reflected in their content. This could be anything from clothing, to fitness, to food & restaurants.
- Mentions – the profiles that this user has interacted with. This includes brands, famous places, and other influencers.
- Hashtags – see what #hashtag trends this profile is using. If #ad is at the top, this indicates that they are uploading lots of sponsored content.
- Influencer Brand Affinity – the top brands appearing in an influencer’s content. This could indicate a professional relationship, or simply that they ‘like’ this brand and its logos appear in their content (ex: a photo with a visible Abercrombie logo).
Is there an influencer you’d love to work with but can’t due to availability, geographic, or budget restrictions? Check out their lookalikes for 30 profiles with similar content. Click on a profile’s @handle to open their Instagram page in a new window. Like what you see? Add them to your IRM.
Gain valuable insight into the followers you would reach working with this influencer:
- Audience age ranges and how many men and women fall into each.
- The gender split.
- The top countries.
Tip: Did you know that it’s possible to ‘buy’ followers? These fictitious accounts often come from specific countries. Find out more in our article on how to detect fake followers.
Scroll down for even more audience data:
- Top cities.
- Top languages.
- Audience ethnicity.
Audience Interests & Interactions
This information is based on the content in followers’ profiles. In this case, over 50% of this influencer’s audience is interested in Clothes, Shoes, Handbags & Accessories. If your sponsored content is related to this interest, it’s likely to be well received by this influencer’s followers.
You can also see the top brands or companies that an audience likes, follows, or interacts with in their posts. To see their top Beauty & Cosmetics brands, for example, click on this section.
This graphic shows how many of these followers follow less than 500 accounts, between 500-1,000 accounts, and so on. For example, if a follower follows 345 accounts, they would fall into the first bar on the left.
If a large percentage of an influencer’s audience is following 1,500+ accounts, it’s likely that your sponsored posts will get lost among all the other content they consume.
Tip: Ideally, at least 50% of an influencer’s followers would fall into the 2 columns on the left. This helps ensure that your sponsored content is seen, and not lost amongst thousands of other posts.
These 30 profiles may feature different content, however, they all attract followers with similar demographics. Audience lookalikes are a good option if you’re curious about working with content creators from different sectors, but want to make sure you’re still targeting your key demographic.
These are the influencers that follow your influencer. A sponsored post with @cristiano may be out of reach for most companies. However, if your content is liked or shared by Instagram’s most-followed person, your brand visibility could grow exponentially.
Top Organic and Sponsored Posts
An influencer’s top-performing posts – both organic and sponsored – appear here. This gives you an idea of their personal content and allows you to compare it to what they create for collaborations.