Engagement rate is the measuring stick for many brands when it comes to influencers. That said, measuring engagement in a vacuum rarely tells an influencer’s whole story. This is often the case for macro-influencers who can earn massive engagement which isn’t reflected by their interactions-to-follower ratio. Context matters when auditing an influencer’s content.
Beyond engagement rate and interaction metrics, note the volume of content dentist data they publish and whether they’ve had any posts go viral.
Content formats and platforms
Influencer content can vary wildly from platform to platform.
For example, running TikTok campaigns requires someone with ample experience creating short-form videos. On the flip side, that same creator might thrive on Reels but struggle to create more polished Carousel-style content on Instagram.
As you browse influencer media kits, ask the following of the creator in question:
Do they primarily post content on Instagram or TikTok? YouTube? Anywhere else?
Is there content more off-the-cuff or professional and polished?
Are they posting reviews, how-tos and day-in-the-life content about brands? What else are they posting?