Influence marketing

How can you assess the quality of a micro-influencer?

, 6 November 2018

You have decided to create a pool of micro-influencers. It’s a shrewd strategy. But you still have to carry it out. You’ve found some profiles that seem interesting. But can you be sure of their quality?

Check their engagement rate

It’s usually based on the number of followers that you can pick out a micro-influencer. With between 1,000 and 10,000 followers (or unique visitors for a blog), you’re on the right track. Above that, we’re into the category of macro-influencers. Refer to our detailed article on the subject if the distinction isn’t clear to you.

However, basing your judgement on numbers isn’t enough to guarantee the validity of the choice of a micro blogger. Indeed, for social networks, this number may have been inflated artificially (purchasing fake followers), and for blogs, the figure provided by the author can be fanciful or at the least “rounded up”a little.

The engagement rate therefore allows you to confirm your first choice; the particularity of micro-influencers being their well above average engagement rate. They have a substantial audience, but not huge, so that social-network algorithms haven’t yet reduced the reach of their content.

A new publication by a micro-influencer is more likely to find itself in the stream of one of their followers than that of a macro-influencer (let’s not even mention mega-influencers). As a consequence, this should be reflected in the number of interactions.

Examine the authenticity of comments

The commitment rate is a first relevant filter. However it’s not enough. Indeed, the bots that have invaded the web are able to like and comment on order.

You therefore need to examine the quality of the comments. If the analysis is carried out well, it is almost infallible. A real micro-influencer has built an enthusiastic audience, quick to interact with them. Genuine comments are related to the publication in question; bots only emit very general comments, designed to work for any content.

Therefore, these comments are suspect and may come from automated techniques:

  • A series of emojis, without much text (❤️??❤️)
  • Positive feedback which is very general (“cool photo”)
  • A comment including a link to another website (automated spam).

Of course, a comment composed of emojis is not necessarily fake. A user can very well express their admiration in this way. What should alert you is a bundle of clues, typically the profusion of such suspicious comments, and the almost total absence of more developed comments, clearly related to the publication, will raise doubts.

(Photo credit: Bernard Hermant, Unsplash)

Check if they’re identified by other accounts

This technique applies to Instagram. It’s possible to consult the publications of other members in which the profile you’re interested in has been identified (or “tagged”).

A real influencer is a human. In theory, they have a social life. Surely they’re in touch with other influencers. This should in principle be reflected by their appearance in other Instagrammers’ publications, their friends, their network and other influential figures in their chosen field.

Even better, if their influence is real, their admirers will tag it in publications in which they don’t even appear. This allows an Instagram user to attract the attention of an influencer to their own profile. A fan behavior that allows you to authenticate the influence of the profile being examined.

Take a look at their previous micro-influence campaigns

This is a last authentication technique, which can allow you to remove any lingering doubts. You can anticipate the success of a potential campaign with them by observing the success of a previous partnership or sponsored article, and the engagement rate received for that content. This gives you an idea of ​​the performance to expect if you’re dealing with them.

Nonetheless, the absence of previous campaigns shouldn’t systematically disqualify the micro-influencer. Indeed, it’s quite possible that you will be their first partner. Micro-influencers are harder to find and aren’t (yet) overwhelmed with partnership proposals. Even better, an influencer publishing their first sponsored article is a gem, because their audience won’t be suspicious of it and will even see it as being rather authentic.

None of these techniques, taken separately, is foolproof. So take into account all these tips to sort through the micro-influencers that interest you. It’s too tedious? You still have the opportunity to use an influencer platform like You can’t go wrong, the profiles are certified. What’s that you say, we should have mentioned it earlier?

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