Insights are the key to understanding the fit, power, authenticity, and credibility of influencers

Partnering with influencers can be a powerful way to broaden awareness, connect with new and current audiences, build credibility and, the ultimate goal, encourage actions that help you reach your objectives. While some people still question the effectiveness of influencer partnerships, recent research shows that 71% of Australian consumers are more likely to purchase a product when it’s recommended by a trusted influencer. This trust is reflected in a wide variety of successful influencer campaigns and partnerships that have created meaningful conversations about anything from apps to zero waste.

Trust is strongest when partnerships between brands and influencers feel natural, make sense and give audiences real value by understanding their needs. As technology and innovation event Myriad experienced in 2018, the keys to a successful influencer campaign are relatively simple – engage influencers to have strong relevance for your brand and audience, always act with authenticity, have a clear message and offer, and add real value to your audiences by understanding their unique needs and interests.

Learn more about how influencers fit into your social media strategy

Identifying the right influencers for your brand is an art many people are still perfecting, and with the current shift toward relevance in partnerships, the integration of analytics into feels like perfect timing. You don’t need to be a data analyst to understand these insights either, we’ve made them simple and easy to understand, so you can focus on finding the right influencers to partner with. If you’re not sure where to start, organizing the insights into the 4 themes of fit, power, authenticity, and credibility may help.

These 4 themes can help to give the insights more meaning as you answer questions like:


Talking to the right audiences and being represented in well are integral to success.

Does the audience match your target audience?

Can you see your brand naturally fitting into the content and style?


Having a variety of active channels can be more powerful than one channel alone. 

How many channels does the influencer have, and how many followers on each one?

Is engagement high or low?


Audiences trust the voice of influencers, that is one of the main reasons why they can be so effective, so it pays to ensure their audiences,

engagement and stories are real. 

Do the comments seem real, or automated?  Does engagement feel too high or low for the audience size?


It’s valuable to know who they’ve worked with, and how naturally your story fits with theirs

What type of hashtags are used?

What brands have they worked with, including competitors?

Learn more about planning a successful influencer marketing strategy

The need for relevance, measurable results and transparency is on the rise. Engaging the right influencers, with the right audiences, sharing the right messages and driving the right results, starts with making informed, data-driven decisions, and this is more important now than ever it has been.

 “Data will talk to you if you’re willing to listen” – Jim Bergeson, VP Customer Engagement, BI Worldwide. 

Submitted by: Craig Mac