How to find the right influencer marketing platform for your brand in 2020

Why is influencer marketing important

With a growing trend for influencer marketing, the demand for influencer marketing platforms is continually increasing. In the past few years, there have been more tools coming on the market. While certain market leaders have their preferred tool, it ultimately comes down to your platform requirements, asking price and use cases. 

We have compared several influencer marketing platforms and compiled a list of the top 3 tools to make it easier for you to decide whether the influencer is suitable for collaboration. For this evaluation, we focus on social media creators with a reliable influencer database for Switzerland, Germany, and Austria.

With the increase in social media activities, it is becoming more difficult for brands to get visibility. This can easily be changed with influencer marketing, which creates brand awareness, social proof and shapes purchase decisions. Also, it helps with reaching a broad target market and builds the credibility of the product. Finding influencers and selecting the right social media influencers is essential and is, for many, a real challenge. Before you start your search for influencers, it is important to be aware of the goal you are pursuing in cooperation. If your goal is to generate awareness first and foremost, focus your selection on influencers with a broad reach in the desired target market. 

What is an influencer marketing platform

An influencer marketing platform is a mediation tool between influencers and companies for the most diverse social media channels such as Instagram, Facebook, Youtube, Tiktok, and blogs. These tools provide access to a wide range of online influencers in a central influencer database. Besides that, they help you review statistics and find influencers quickly rather than manually search for them. Depending on the platform, these can be between a thousand to millions of followers from all subject areas and social media platforms. The industry is changing very quickly; A new rising star appears among the influencers every month.

How do you know which one is the best?

In the following table, we compared some of the most well-known influencer marketing platforms in Switzerland.

Which features are essential when finding influencers

The Engagement rate

Take a look at the engagement rate of the influencer, which includes likes, comments, and shares. It is a good indicator of how well the influencer knows their community and how relevant the content is to the target audience. Ideally, the engagement rate should be above 3%. You can calculate the rate yourself by using the Engagement Rate Formula or use a tool such as Upfluence, Klear, or Reachbird, which deliver them directly to you.

Calculate Influencer Engagement Rate

Audience demographics

Before you research a new network, you want to make sure you reach your ideal target audience. The audience demographics helps you to understand your audience based on gender, age, location, interests. If you are looking for a specific audience, you can use the audience demographics provided by the influencer marketing platform to find the right network and focus your content energy on it. 

Cost per Engagement

Cost per Engagement (CPE) is the price paid when an ad is engaged with, and there is an interaction. Companies can use the CPE to measure a campaign and evaluate the success of the influencer. There is no standard measure for the cost per engagement and can be a difficult metric to compare influencers across several social media platforms.

Our top influencer marketing platform recommendations

1. REACHBIRD

Reachbird is an intelligent, influencer marketing tool for marketing professionals. Artificial intelligence can provide high-quality features for a keyword-based influencer search engine, collaborations, campaign management, and campaign tracking.

Reachbird Influencer Tool - find Influencers easily

When you are looking to find influencers across the Social Media platform, Reachbird will provide you with insights into the influencers profile, such as on which platform they are on, their audience demographics are divided in country, gender, age groups, and interests. On the influencer marketing platform, they offer an extensive amount of filters, where you can filter the influencer reach, countries, preferred languages, current location, and many more. 

2. Klear

Klear is a leading influencer marketing platform, helping brand marketers make smarter data-driven decisions. With Klear, you can find influencers in the right categories, with audience demographics that fit your target audience, understanding the engagement level, and the influencer’s actual reach potential.

Klear Influencer Tool - find Influencer in 2020

The platform provides a one of its kind influencer identification engine with an efficient and effective tool for researching competitors. You can add the influencer’s social accounts and compare profiles in terms of engagement rate, mentions, and follower growth.

Aside from the accounts comparison and monitor feature, you can search for hashtags, to view any content with the required tags or filter the accounts that actively talk about your relevant content. Klear’s strength is its analytics, with a large number of influencer profiles indexed. You can filter the influencer profiles by social channel, audience size, skills, mentions, location, and audience demographics.

With a summary across all channels and more detailed data, you can compare each platform’s specific type of engagement. Klear also lets you see the content that is being posted in their name and shows you the keywords they are mentioning, to learn more about your target audience’s interests.

Klear Influencer Tool - Find Influencer for Brands

3. Upfluence

Upfluence is one of the industry leaders when it comes to influencer marketing tools. They are built on a massive database with almost three million influencers. Their algorithm indexes all the influencer profiles in real-time and analyzes them for reach and engagement.

Upfluence influencer tool - find Influencers in Switzerland

You can search through Upfluence to find influencers using keywords and selecting them based on their relevance to end up with precise results. To narrow the search further, you can use criteria like location, social platform, or the number of followers. Besides the simple demographics shown on Upfluence, attributes like brand affinities and cultural interests can be of great use to marketers when finding influencers. 

In conclusion, influencer marketing platforms are a great tool to help you work your way through potential influencers and determine a final selection. There is a long list of features that these platforms offer. In the end, they all provide the same functionality with a slightly different user interface and a different range of prices. The goal for marketers is to find relevant influencers for their campaign at scale quickly. With the use of these platforms, you can access nearly 3 million influencer profiles, which you can filter and quickly contact within the tool.