INFLUENCER MARKETING

Top 8 Influencer Analytics Tools for Marketers

Alexandra Kazakova

By Alexandra Kazakova
14 min READ | Jan 15 2024

Table of contents

A good influencer analytics tool is like having a reliable navigation system on a stormy sea. Because, make no mistake, conducting an influencer campaign is just like being on the sea in a storm.

You have lots of activities, people, and budgets to coordinate. And you can’t rely on your gut instinct alone.

The problem is that even the most popular and precise influencer analytics tool on the market can fail you. Unless you pick the right one for your needs.

That’s what this guide will teach you.

We’ll show you how to choose this analytics software for your specific campaign, goals, and audience. We’ll also take you through the step-by-step process of using each one, with screenshots and examples to make things easier.

Keep reading below:

TL;DR: Influencer Analytics Tools Overview

inBeat: Best for Micro-Influencer Campaigns

  • Over 5 million micro-influencers.
  • Detailed metrics: followers, location, engagement, etc.
  • Pricing: $250/month.

Affable: Best for Monitoring

  • In-depth influencer metrics: followers, location, engagement, etc.
  • Specific metrics on past influencer campaigns.
  • Pricing: $300/month.

GRIN: Fast Free Check

  • Offers basic TikTok and YouTube metrics.
  • Allows website search in their search bar.
  • No signup required; installable extension.
  • More in-depth stats with account creation.
  • Customized pricing available.

Modash: Best for Awareness & Engagement

  • Database of 250+ million creators.
  • Metrics: Demographics, activity, follower growth, bio, contact info.
  • Designed for engagement and awareness campaigns.
  • Pricing starts at $120/month.

BuzzSumo: Comprehensive Campaigns

  • Market trend, competitor analysis, etc.
  • 30-day free trial available.
  • Mainly finds Twitter influencers, but others accessible.
  • Best for broad campaigns including link-building.
  • Pricing starts at $119/month.

NinjaOutreach: Outreach Campaigns

  • 7-day free trial.
  • Intuitive search with detailed influencer stats.
  • Focuses on influencer discovery and outreach.
  • Provides contact details for influencers.

Tagger: Audience-Influencer Matching

  • 6 million profiles across major platforms.
  • Metrics: Follower info, engagement, demographics, and content health.
  • Unique "audience match score" feature.
  • Comprehensive campaign metrics provided.
  • Used by major companies; pricing customized.

Key Takeaway:

  • Each tool serves a unique purpose and offers a range of features, metrics, and price points. Depending on the user's needs and the scope of the influencer campaign, a tool should be chosen that best fits the required metrics, budget, and size of the campaign.

What Are Influencer Analytics Tools and What Do They Do?

Influencer analytics tools are specific software solutions you analyze your content creators with. They help you gauge:

  • Influencer posts and overall stats
  • Campaign performance metrics

Some tools also offer target audience metrics, competitors’ audits, and more.

Of course, you need to pick the right tool for your current campaign needs and marketing goals.

1. inBeat: Broadest Array of Free Influencer Analytics Tools

inBeat is one of the best influencer platforms because it gives you access to hundreds of thousands of creators. And those creators are chosen from the top 2%.

Each time you use the app to create a campaign, you will see useful influencer analytics:

  • Number of followers
  • Number of people who this influencer is following
  • Engagement rate
  • Region
  • Niche
  • Email address
Inbeat profile
Source

Once you click on an influencer profile, you can see additional stats like:

  • The average number of likes
  • A graphic with likes per post
Inbeat profile 2
Source

Besides, inBeat.co offers a slew of other tools so you can see influencer metrics more in-depth.

1.1. Engagement Rate Calculator

inBeat has two engagement rate calculators for Instagram and TikTok. They are both similarly intuitive. Just add the profile in the search box, and the tool will show you all the necessary stats:

Engagement rate calculator in Inbeat
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This helps you compare your content creators’ engagement rate, average likes, average views, and follower counts.

Side note: The graphs with likes and comments per post help you identify significant patterns, such as posts that stand out and elicit more authentic engagement.

Pro tip: Use the “Find similar creators” button to identify similar influencers that would fit your campaign.

1.2. Instagram Fake Follower Checker

This calculator scores your influencers’ profiles, showing you:

  • Real followers
  • Fake followers
  • Average vs. target likes and comments
Fake follower checker in Inbeat
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You’ll also see the latest engagement metrics for the past few posts:

Engagement metrics in Inbeat
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1.3. Top Influencers

inBeat offers two tools to find the best influencers on Instagram and TikTok for the current year. These databases are updated in real-time.

Look how easy-to-read this database is:

Influencers in Inbeat
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Influencer analytics metrics include:

  • Number of followers
  • Engagement rate
  • Comments per 1,000 likes
  • Most used hashtags

All these details will help you understand which creators are a good fit for your influencer marketing campaign.

1.4. Influencer Marketing ROI Calculator

ROI is arguably one of the most important metrics in your influencer campaign. Or any other advertising campaign, for that matter.

inBeat’s influencer marketing ROI calculator is surprisingly intuitive.

Select your:

  • Campaign budget
  • Average followers per influencer
  • The deliverables you need from each creator

Let’s say we have a $5,000 budget and are looking to partner with nano-influencers with an average of 3,000 followers.

We decide on two stories, posts, and videos for each influencer.

The calculator says:

  • We need 2-4 influencers.
  • They will produce an estimated reach of 21,600-486,000 people.
  • The cumulated engagement is likely to be 4,300-6,500.
  • The cumulated impressions may range between 43,200 and 81,000.
ROI calculator in Inbeat
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Pricing: inBeat analytics tools are free. But if you need unlimited searches, price plans start at $35/month.

2. Upfluence: In-depth Audience Analytics

Upfluence offers a powerful search tool and influencer analytics to measure influencer marketing performance. The only disadvantage is its smaller database of influencers, especially compared to inBeat.

Here’s how it works:

First, you have to subscribe to use the tool. The approval process can take a bit long, especially compared to inBeat.

Once you’re in, you can start using the filters and keywords to find influencer profiles like this one:

Upfluence overview
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You will see:

  • Engagement rate on Instagram
  • Estimated cost per engagement (CPE)
  • Number of likes
  • Number of comments
  • Estimated impressions
  • Estimated reach

Once you click on an influencer profile, you can see even more in-depth audience stats in a single dashboard:

Upfluence dashboard
Source

Upfluence shows you:

  • Real followers
  • Percentage of followers according to cities, countries, age, and identified gender

You can also see how influencers rank in terms of engagement, likes, and comments.

For example, this influencer below ranks in the top 55% for engagement but the top 5% for comments. That means you’re getting a highly engaged creator:

Upfluence details
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Better yet, Upfluence shows a suggested price.

Once you choose the right influencers and start running your campaign, you can leverage Upfluence to keep track of stats like:

  • Total views
  • Total clicks
  • Overall click-through-rate (CTR)
  • Total sales
  • Average order value
  • ROI
Upfluence details 2
Upfluence details 3
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Pricing: Upfluence has an on-request pricing policy, so you must contact them directly to customize your offer. And unlike inBeat, there’s no free trial.

3. Affable: Best Comments Analytics

Affable has a massive database of six million influencers. However, you cannot use this tool for free – again, inBeat takes the cake.

You must subscribe to request a demo, though you’ll need a professional business email.

Side note: Affable doesn’t accept personal email addresses like inBeat does.

Once you’re in, you can play with the filters and keywords to find the right influencers on different social channels:

Affable dashboard
Source

As you can see, Affable shows you limited influencer analytics compared to the two platforms above:

  • Engagement rate
  • Number of followers
  • Country

However, Affable has built-in CRM software that supports your influencer outreach process. Once you build your campaign, you have access to their in-depth reports that show you the following variables:

Profile in Affable
Source
  • Number of influencers
  • Campaign reach
  • Budget
  • Number of posts and stories
  • Engagement rate
  • Estimated reach

The unique selling point of Affable is the platform’s in-depth comment analytics:

Comment analytics in Affable
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You can see:

  • Emoji-only comments
  • User-tag comments
  • Average comment length
  • Number of negative, positive, and neutral comments

Another unique selling point is tracking your competitors and market trends from the platform, looking at specific hashtags and total estimated reach.

Competitor tracking in Affable
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Pricing: All pricing plans are custom, so you must contact the platform first.

4. GRIN: Fast Free Check

GRIN is a free influencer analytics tool that shows you key metrics on social media. Let’s see how the famous Cedric Grolet stacks up on TikTok.

Grin influencer analytics

You can see his:

  • Total follower count
  • Average engagement rate
  • Average likes
  • Average shares
  • Average views

Side note: The nice surprise about GRIN is being able to put a website in their search bar. That means you can use the same engine regardless of the social media channel or website your influencers are on.

GRIN is one of the best free influencer checkers also because:

  • You don’t have to sign up for it.
  • You can install its extension in two seconds and then start browsing creator profiles.

On the other hand, the data you get from the free version is limited. It’s even more limited if you’re checking YouTube influencers instead of TikTok creators.

Here are the stats for Neil Patel that the GRIN extension shows:

Grin profile for Neil Patel

So you can only see the total follower count and average views.

If you want to see more useful stats, you need to create an account for GRIN. If you want to keep things free, inBeat is your best bet.

Pricing: Grin offers entirely customized price plans too.

5. Modash: Best for Awareness and Engagement Campaigns

Modash has an impressive database, too, with 250+ million creators you can filter according to the right metrics. Modash performs a biweekly public crawl search to update this data, which decreases your risk of partnering with unsuitable influencers.

The influencer analytics Modash shows include:

  • Audience demographics: Age, location, and even interests
  • Influencer activity: Number of followers, engagement rate, the average number of likes, fake followers, popular posts, and past performance for paid posts

Unique metrics that other platforms don’t feature are:

  • Follower growth rate
  • Bio
  • A myriad of contact information on numerous platforms

These variables are amazing for optimizing your awareness and engagement campaigns with more accurate targeting.

Modash dashboard
Source

You can try Modash for free to see these metrics, but you must sign up. And just like Affable, this platform doesn’t accept personal emails.

Here’s how you track your campaign, though:

Add your influencers, campaign hashtags, and start date:

Tracking influencers in Modash
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The campaign overview tab reveals the following metrics to monitor your campaign:

Campaign overview in Modash
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And you can get a bird’s eye view of your entire campaign for every influencer from the Modash database:

Modash database
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As you can see, Modash is best for engagement and awareness campaigns. The platform lacks metrics that assess your return on investment, such as:

  • Click-through rate (CTR)
  • Cost per mille (CPM)
  • Cost per acquistion (CPA)
  • Sales for each affiliate link or discount code
  • And other similar values that inBeat & other platforms offer

Pricing: Price plans start at $120/month

6. BuzzSumo: Best for Comprehensive Campaigns

BuzzSumo is a good analytics tool for successful campaigns that include influencer marketing, link-building, digital PR, and more.

This software does market trend analysis, competitor analysis, and many more.

You can start a 30-day free trial to see how BuzzSumo operates after answering a few questions:

Buzzsumo goals
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Once you’re in, you notice the platform is less intuitive than others, and, at first glance, you can only find Twitter influencers:

Buzzsumo onboarding
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But don’t give up just yet.

Click on the “Find Twitter’s Key Influencers” Tab, and BuzzSumo will redirect you to a page where you can also find Facebook, TikTok, and YouTube creators.

Buzzsumo Twitter
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No Instagram, unfortunately.

As you can see, BuzzSumo offers limited influencer analytics for Twitter influencers. There’s no engagement rate, keywords, or other filters.

Things can seem worse when you’re trying to find TikTok influencers with BuzzSumo because you can only search by keyword:

Buzzsumo Tiktok influencer search
Source

That’s not necessarily a disadvantage if you’re targeting a broad audience. But if you have specific preferences and want to narrow your influencer search, you may need a more specific influencer-finding tool.

Let’s say you want to market a mobile app for medical students. So, write “medical school” in the keyword search bar, and BuzzSumo retrieves the following profiles:

Buzzsumo search results
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The influencer analytics you get include:

  • Number of followers
  • Number of TikTok videos
  • Likes
  • Recently used hashtags

And you can also sort these influencers by each of the metrics above.

Once you create a campaign, you can see more in-depth metrics in the Influencer tab. Some of the best include:

  • Page authority
  • Domain authority
  • Retweet ratio
  • Reply ratio
  • Shared links
Buzzsumo influencer data
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This data helps you, particularly if you’re doing a link-building campaign and want authoritative mentions in reputable sources.

BuzzSumo’s real strong point is campaign monitoring.

But again, this monitoring is best for large campaigns that aren’t limited to influencer marketing.

BuzzSumo shows you metrics in six categories:

  • Brands
  • Competitors
  • Backlinks
  • Website content
  • Keywords
  • Authors
Buzzsumo search data
Source

You can track brand mentions, see how authoritative the source is, what keywords you’re ranking for, and who is talking about your brand.

Still, an influencer marketing campaign may require different metrics.

Engagement rates, impressions, return on investment, CPA, CTR, and ad spend might be more important for you.

Pricing: Starts at $119, but this package might not be enough if you plan an influencer marketing campaign.

7. NinjaOutreach: Best for Outreach Campaigns

NinjaOutreach features a 7-day free trial. Let’s use it to find medical students to promote our app.

The first thing you notice is NinjaOutreach has an intuitive search bar where you add your keyword. After retrieving a rough draft of potential influencers, you can play with other filters, such as:

  • Engagement rate
  • Number of followers
  • Categories
  • Location

Let’s select nano-influencers with 10,000-20,000 followers and an engagement rate of 5-10%:

Ninjaoutreach data
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The data NinjaOutreach retrieved looks intuitive, with plenty of helpful influencer analytics to compare profiles.

Once you click on a profile, you can see even more in-depth metrics:

  • Average views
  • Average likes per post
  • Followers
  • Posts per day and week
  • Average replies per post
  • Image engagement
  • Video engagement
  • Estimated post value

Note: Separating video and image engagement into two categories is a nice feat. And having an estimated post value helps you negotiate with these influencers better.

Ninjaoutreach profile
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NinjaOutreach also shows you social media analytics for each post, such as:

  • Number of likes
  • Replies
  • Engagement rate
  • Total reach
Ninjaoutreach post performance
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Having this data helps you determine whether an influencer can produce results by posting your campaign messages.

However, NinjaOutreach is best for influencer discovery and outreach. The tool helps you find email addresses for all influencers and contact them. However, you won’t have many influencer analytics to monitor your campaign performance after that.

8. Tagger: Best for Audience-Influencer Matching

Tagger promises to help you plan your campaign, contact relevant influencers, measure your return on investments, and improve workflow.

Tagger has almost six million influencer profiles across all major social platforms.

When you select creators, Tagger shows you the following analytics:

  • Number of followers
  • Engagement level
  • Growth rate
  • Follower demographics
  • Affinity
  • Individuals they talk about
Tagger profile
Source

Unique feature: Click the Analytics tab to compare this profile with your brand and see the audience match score.

The content health tab shows you:

  • Engagement by platform
  • Engagement by types of content
  • Time between posts

All this helps you match an influencer with your audience perfectly. Besides, the slew of audience analytics is also impressive because you can fiddle with your target’s interests and psychographics.

Let’s get back to our medical app example.

Tagger helps you focus on a niche influencer audience, like medical students who also like design.

Campaign metrics include a slew of analytics, such as:

  • Total posts
  • Comments
  • Shares
  • Engagement rate
  • Impressions
  • Likes
  • ROI
  • Conversions
  • Cost per engagement
  • And more
Tagger analytics
Source

You can leverage these influencer analytics to understand your top-performing creators and posts, optimizing your marketing budget. For example, you may discover that medical students interested in fashion are your most appealing creators.

Apart from all that, Tagger also helps organize communication with influencers, streamlining your workflow.

Note: Tagger mostly works with large companies like HBO and Pepsi.

And the main disadvantage of all this data is that you can get lost in it, especially if you’re working for a small company.

Pricing: The price plans are completely customized after contacting Tagger directly.

What Influencer Analytics Tool Will You Choose?

The eight influencer analytics tools above are all great. But, as we said in the beginning, they fit different purposes.

Tools like BuzzSumo are best for organizing massive campaigns, including online PR and link building. Affable is best for its wide array of campaign monitoring metrics, and GRIN offers a fast extension to check influencers quickly.

inBeat is the best all-around tool for influencer discovery, especially for small micro-influencer campaigns.

This tool shows you in-depth metrics to pick the right creators.

You have different price plans for your needs, plus a comprehensive free toolkit (e.g. a free return on ad spend formula calculator) for your social media marketing efforts.

Take it for a spin, and you can get a ready-to-go CSV file with all your influencers in just ten minutes.

inBeat, for free

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