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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:
inBeat: Best for Micro-Influencer Campaigns
Affable: Best for Monitoring
GRIN: Fast Free Check
Modash: Best for Awareness & Engagement
BuzzSumo: Comprehensive Campaigns
NinjaOutreach: Outreach Campaigns
Tagger: Audience-Influencer Matching
Influencer analytics tools are specific software solutions you analyze your content creators with. They help you gauge:
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.
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:
Once you click on an influencer profile, you can see additional stats like:
Besides, inBeat.co offers a slew of other tools so you can see influencer metrics more in-depth.
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.
This calculator scores your influencers’ profiles, showing you:
You’ll also see the latest engagement metrics for the past few posts:
Look how easy-to-read this database is:
Influencer analytics metrics include:
All these details will help you understand which creators are a good fit for your influencer marketing campaign.
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.
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:
Pricing: inBeat analytics tools are free. But if you need unlimited searches, price plans start at $35/month.
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:
You will see:
Once you click on an influencer profile, you can see even more in-depth audience stats in a single dashboard:
Upfluence shows you:
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:
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:
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.
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:
As you can see, Affable shows you limited influencer analytics compared to the two platforms above:
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:
The unique selling point of Affable is the platform’s in-depth comment analytics:
You can see:
Another unique selling point is tracking your competitors and market trends from the platform, looking at specific hashtags and total estimated reach.
Pricing: All pricing plans are custom, so you must contact the platform first.
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.
You can see his:
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:
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:
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.
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:
Unique metrics that other platforms don’t feature are:
These variables are amazing for optimizing your awareness and engagement campaigns with more accurate targeting.
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:
The campaign overview tab reveals the following metrics to monitor your campaign:
And you can get a bird’s eye view of your entire campaign for every influencer from the Modash database:
As you can see, Modash is best for engagement and awareness campaigns. The platform lacks metrics that assess your return on investment, such as:
Pricing: Price plans start at $120/month
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:
Once you’re in, you notice the platform is less intuitive than others, and, at first glance, you can only find Twitter influencers:
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.
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:
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:
The influencer analytics you get include:
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:
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:
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.
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:
Let’s select nano-influencers with 10,000-20,000 followers and an engagement rate of 5-10%:
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:
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 also shows you social media analytics for each post, such as:
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.
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:
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:
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:
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.
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.