Get key influencer metrics directly from your browser

Easy! Just install Kolsquare’s Chrome Extension and browse an Instagram or TikTok profile to discover the average engagement rate. The extension also tells you whether their engagement level is rising or lowering.

There is a manual option, but it takes time (and calculations!) Manually calculate the engagement rate for an individual post by taking the total number of engagements (likes, comments, shares, etc.), dividing them by the profile’s total followers, and multiplying by 100. This gives you an engagement rate for the post.

Engagement is essential for making informed decisions, but it isn't everything. You also need to figure out whether those engagements are genuine. Take a closer look at people's comments and profiles. Are the responses generic, like "great photo" or "amazing video!" or do they feel authentic? In addition, a quick flurry of likes just after a post is published could mean that it is automated activity. If the comments are bland and likes appear too fast, it may signal that they're a "fake influencer" or have fake followers.

We can't emphasise it enough: discovering whether the engagement is real is an essential part of an influencer marketing campaign. If you choose an influencer with high engagement that's inflated by fake interactions, your campaign is unlikely to perform.

That's why we included the Credibility Score. Called the Audience Quality Score on the Kolsqaure Extension, the Credibility Score rates the validity of an influencer's audience. Scores below 70% are concerning. They indicate that a large number of the influencer's audience may be bots or inactive followers.

However, fake audiences aren't the only concern when undertaking influencer discovery. The location of the audience must also be considered. Think that an influencer's audience is mostly in the same location or country they are? Well, that's not always the case! That's why we included audience location as a key metric in the Kolsquare Extension.

Picking an example from our database, top fashion influencer Eve-Lily has an unmistakably British accent, but her audience? Not so much. Eve-Lily's followers are, in fact, 31% US-based. Only 11% are located in the UK. For brands launching UK campaigns, that means just 60K of her 600K audience are local!

We also tell you their audience's gender. Eve-Lily's audience is 94% female, but some female fashion/beauty influencers have male audiences. For example, Rashin Malak is a female beauty/fashion influencer whose audience is 57% male. This is data that is really useful for influencer marketing campaigns.

We really want you to succeed and connect with the right target audiences! That's why we offer bags of data on our platform. Run your campaigns spreadsheet-free and transform influencer discovery into a simple Google-style search. Kolsquare offers filters for every detail, from follower counts to location, ensuring you find perfect-fit influencers with genuine, engaged audiences who can provide a great return on investment.

Yep, we also have a free tool for this! The KOLculator tells you the expected pricing for sponsored posts with Instagram and TikTok creators. It's a total game-changer for planning your budget and deciding which creators to collab with. It also tells you the expected earned media value from the sponsored post. This is an estimate of the value their promotion will bring.

Click here to access the TikTok or Instagram calculator.

Want to work with influencers on YouTube or Facebook?

On the Kolsquare dashboard, you can learn estimated prices for all profiles in its database quickly and easily. Prices are estimated for Instagram Reels, Posts and Stories, and TikTok and Facebook posts. If your priority is ease of use and scaling campaigns, you might want to try a demo! We provide all the data you need to launch impactful, intelligent campaigns.

2024 has brought many changes to influencer marketing. It's impossible to talk about the last two years without talking about AI. Social media platforms are finally keeping in step with other industries with AI characters and features launching this year. Will it catch on?

Learn more with our full AI report here.

There are several other trends defining influencer marketing in 2024, including the continuing strong growth of the market as a whole and the maturing regulatory environment for KOLs, agents, brands, and social media platforms. The Wild West days are over. Social media platforms and influencer marketing now face the same regulations as traditional channels.

Brands are likely to respond to maturity by increasing their focus on value propositions and authentic messaging in campaigns. While glossy campaigns feature big-name mega-influencers offer prestige, many brands opt for genuine content created by nano and micro-influencers. UK brands are also preferring low-risk strategies like gifting and affiliate campaigns where profit is almost guaranteed. And with launching shippable features, affiliate marketing is easier than ever for influencers.

For more details, download Kolsquare’s Influencer Marketing Trends in 2024 report here.

Not necessarily. Just because an influencer has a massive amount of followers does not mean all those followers will see your sponsored content.

Before selecting influencers for an awareness campaign, you should also clearly define your objectives. For example, are you looking to reach new targets to make them aware of your brand or existing customers to let them know about a new product they might like?

Once you’ve set your objectives, conducting a thorough analysis of KOL profiles and their audiences is key to the success of any influencer awareness campaign.

There are four important questions:

• Is the audience engaged? Disengaged audiences may see the influencer's content, but they don't feel strongly enough about it to like or comment. This is a bad sign. After all, you want your influencer marketing campaign to inspire people to act. An engaged audience respects and values the influencer's content, and that's what you should be looking for!
• Is the influencer's content reaching their audience? You could have everything aligned and find an influencer with great reach, genuine content, and an audience that matches your target audience. But none of that is any good if the social media platform isn't promoting their content. This can happen when an influencer's audience follows many creators. It essentially creates a battle to reach the follower's feed and means it's less likely your content will be seen.
• Is the audience credible? It's impossible to build true brand awareness when an influencer's followers are fake. Despite social media platforms' attempts at curbing bots' power, they still proliferate. Check that the influencer's engagement rate isn't artificially bolstered by fake followers. For example, generic content like "love this!" rather than unique comments can be a bad sign. Alternatively, download the Kolsquare Extension and immediately learn how credible a creator's audience is with a score out of 100.
• Is there audience overlap? This is a big question if you're working with multiple influencers. Check whether creators have different people following them or if it's all the same accounts. This is especially important in small niches where the same people may be enjoying content from many different creators.

All of these data points will help guide campaigns. But also conduct qualitative research into the creator's past collaborations, content style, and authenticity. In fact, our State of Influencer Marketing Report found that an influencer's content style, authenticity, follower count, and engagement rate were some of the most important considerations for UK brands.

Here at Kolsquare, we believe in the power of influencer data. Ok, that's perhaps a little cheesy, but you really do need data to make informed decisions that lead to CEO-wowing influencer marketing campaigns. An influencer marketing campaign can provide so much value to your brand and grow awareness in a big way.

This is the data to consider when picking influencers:

• How many people follow them? Follower counts are easy-to-gain data and completely essential. It gives you a good idea of how the creator interacts with their audience (typically, smaller creators engage in more conversations and build more tight-knit communities) and the types of campaigns they'll be open to. However, it's not deep enough to be the only metric.
• How many likes, comments, and shares do they get? These are engagement metrics. It's one thing to know that an account has followers, but it's another thing to understand whether they care about an influencer's content. There can be many reasons why an audience is disengaged: the influencer could have a legacy audience who is now disengaged, or the content style may have changed. Comments and shares tend to indicate deeper relationships than likes.
• Does your target market and influencer audience match? Don't waste weeks researching and launching a creative, interesting campaign only for it to reach the wrong people. Sometimes the stats are surprising! You need insights into the audience's location, gender, and age. Also, consider whether the influencer has already worked with competitors because it can feel icky if an influencer jumps between two similar brands quickly.

It’s all about seeing how engaged their audience is and if they can help your brand grow. There are also other considerations like costs and expected earned media value. You can discover this data on the Money Calculator for TikTok or Instagram.

Influence analysis tools help brands understand whether an influencer will be effective for their influencer marketing campaign.

The term "influencer" is used for all social media content creators, but only some have real influence. Marketers must find those with true sway over people who fit their ideal customer profile.

As a result, brands must collect data to ensure their influencer partnerships are profitable. Marketers must decide the key performance indicators (brand awareness, conversions, sentiment) they want to track. This provides an end destination for the campaign, giving it direction.

Influence analysis tools are special programmes that give you insights into creators, like follower counts, likes, comments, and audience demographics. They help you find influencers who match your goals and target audience.

Kolsquare offers a few free influencer analytics tools that help you make informed decisions. One is the Kolsquare Chrome Extension, which turns your browser into an ultra-effective influencer marketing tool. Simply browse profiles to discover which influencers fit your campaigns. Learn which types of social media users follow an influencer (including age, gender, and location), plus engagement rates and Audience Quality. This key data helps you identify top performers who can provide a strong ROI.

Influencer analytics is the study of an influencer’s performance. It shows how many people like, comment on, or share their posts. It also helps brands see if the influencer’s followers trust what they share. This way, brands can decide if an influencer is a good fit for their campaign.

Our data suggests that 74% of UK marketers track sales, and 62% focus on ROI. Just over half focus on less tangible metrics like brand awareness and engagement.

Want more insights into how marketers run their campaigns? Check out the Kolquare State of Influencer Marketing 2024 report!

The Kolsquare Chrome Extension provides loads of insights. Learn audience demographics, including age, gender, and location, so you can ensure your campaign reaches the right people.

One of the best influencer analytics tools is Kolsquare. We offer a comprehensive suite of features that make discovering, managing, and tracking influencer partnerships easy and effective.

Here's what we offer:

• Influencer Discovery: Access a massive database of influencers across TikTok, Instagram, YouTube, X, and Facebook. Use advanced filters to find the right influencers for your brand, targeting influencers by niche, engagement rate, audience demographics, and location.
• Relationship Management: Manage your influencer relationships on a single dashboard. Kolsquare integrates with Gmail and allows you to track communications, organise campaigns, and build long-term partnerships that drive results.
• Performance Tracking & KPIs: Monitor the success of your campaigns in real time. Kolsquare provides insights into key performance indicators like engagement rates, earned media value, and conversions. This allows you to gain quick insights into what's working and what isn't, so you can keep delivering highly effective campaigns.

Want to try it for yourself? Book in for a free demo today!

But if you’re curious about other options, here’s a quick look at some other popular tools:

• Upfluence: Useful for managing influencer campaigns end-to-end. It offers influencer discovery, campaign management, and performance tracking in one streamlined platform.
• HypeAuditor: Great for digging into influencer authenticity. It provides deep insights into follower quality and engagement metrics, helping brands identify genuine influencers and avoid fake followers.
• Grin: Grin is designed for building and managing long-term influencer relationships. It combines influencer CRM features with campaign management, making it a great option for brands aiming to nurture their influencer partnerships.

Kolsquare offers many paid features alongside free tools, but each of these platforms offers valuable tools depending on your brand’s needs. Whether you’re focusing on discovery, authenticity, or relationship building, there’s an option out there for you!

Influencers use tools like Canva to design eye-catching graphics, Later to plan and schedule their posts, and Instagram Insights to see how many likes, comments, and shares they receive. They also use scheduling tools like Hootsuite or Buffer to manage their social media accounts, helping them stay organised and post at the best times. Many influencers also work with agencies who help guide them with brand collaborations.

If you’re looking for free tools to track Instagram analytics, there are several options available. One great option is Kolsquare’s Chrome extension, which offers a quick and easy way to check influencer data directly from your browser. You can see key metrics like engagement rates and audience demographics for free. It helps you understand how well an influencer is performing without leaving Instagram.

Other free tools include Instagram Insights, available for business accounts, which shows stats like follower growth, reach, and engagement on your posts.

Vetting social media creators is one of the most critical steps in influencer marketing. To make sure you’re partnering with the best, you need the right tools that dig deep beyond surface-level stats. That’s where tools and software come into play.

Kolsquare is a top-tier solution for brands looking to vet and analyse influencers with precision. Here’s what makes it shine:

• Chrome Extension: Kolsquare’s Chrome extension puts the power of analytics right at your fingertips. No need to navigate multiple platforms; just access detailed data directly within your browser. Whether you’re checking an influencer’s profile on Instagram or TikTok, Kolsquare delivers engagement rates, audience demographics, and follower authenticity in seconds. This real-time insight helps brands make informed, data-driven decisions fast.
• User-Friendly Interface: The platform’s intuitive design makes it easy for brands of all sizes to dive into influencer marketing. Kolsquare’s dashboard is straightforward, turning complex metrics into simple, actionable insights that anyone can understand.
• Credibility and Compliance Scores: Kolsquare provides detailed credibility scores that evaluate the authenticity of an influencer’s audience, helping you avoid bots and fake followers. The compliance score feature ensures that influencers align with brand safety standards, ensuring your campaign remains within regulations and guidelines.
• Relationship Management: Kolsquare goes beyond discovery and tracking; it also helps you manage relationships with influencers. The platform lets you organise communications, track campaign progress, and build long-term partnerships seamlessly, all from one central hub.
• Deep Data Dive: Go beyond the basics. Kolsquare allows you to see Earned Media Value (EMV), video performance stats, and track conversions, giving you a full 360-degree view of an influencer’s impact. It provides insights into audience interests, content style, and even brand affinity, ensuring you choose the best match.
• Campaign and KPI Tracking: Track every aspect of your campaign with Kolsquare’s advanced performance metrics. Monitor engagement rates, EMV, reach, and conversion rates, so you know exactly how your partnerships are performing and where you can optimise for better results.

While Kolsquare stands out for its real-time data access and clarity, there are other great tools:

• Upfluence: Known for its all-in-one approach, Upfluence offers influencer discovery, campaign management, and analytics. It’s a great choice for brands wanting to manage every step of their influencer partnerships from a single platform.
• HypeAuditor: HypeAuditor specialises in verifying follower authenticity and engagement quality, helping brands avoid fake accounts and bots.
• Grin: Handy for nurturing long-term influencer relationships, Grin acts as a CRM for influencer marketing. It’s perfect for brands that want to build and manage lasting partnerships, combining influencer discovery with robust campaign management features.