The world of influencer marketing is evolving, and marketers are constantly on the lookout for tools that go beyond surface-level metrics to help them reach their target audiences effectively. Most marketers start their campaigns using common influencer discovery tools, which focus on content categories combined with metrics like follower count and engagement rate. While these metrics can be useful, they don’t answer a critical question: Is your target audience engaging with these influencers?
Luckily there is an influencer discovery tool that does just that: surfacing nano to celebrity creators based on who your audience engages with. StatSocial’s powerful new Discovery tool combines audience-first influencer discovery, comprehensive insights, and measurement capabilities, providing the ability to make data-driven decisions before, during and after a campaign.
In this blog, we’ll explore:
The difference between traditional and audience-first discovery
Why an audience-first approach to influencer discovery matters
Beyond influencer discovery: Validation, measurement and retargeting
How an influencer discovery tool can help you effectively reach your audience
The difference between traditional and audience-first discovery
The majority of existing influencer discovery tools are useful for finding creators based on follower count, engagement, and associated keywords or topics. However, they can miss a critical factor: whether your target audience actually connects with or follows these influencers and content creators.
Looking at this influencer platform example below, we can see it does a great job at identifying key engagement and influencer profile information. Now, let’s imagine you head up the influencer marketing strategy at Dunkin’ and are looking to reach women, 18-34 for your next campaign. We see Emma Chamberlin’s audience mostly fits that demographic, but you don’t know if your audience actually engages with her.
Now, let’s take a look at StatSocial’s Discovery tool below. Leveraging StatSocial Discovery, you started by creating your audience–women, ages 18-34 who follow and engage with Dunkin’s content across X, YouTube, Instagram and TikTok, and also have an affinity for the Dunkin’ brand. Not only can we see similar metrics as the platform above, but now you can feel confident that the influencers you are considering are those your target audience trusts–no guesswork or assumptions required.
StatSocial Discovery is changing the way marketers identify their partnerships, not only across creators, but media as well. But it’s important that we take a step back and explain why an audience-first approach is so key to creating successful campaigns.
An audience-first approach to influencer discovery and why it matters
First and foremost, an audience-first approach to influencer discovery is the ability to start first with your audience and then the influencers, media, and brands they engage with.
Most marketers and influencer agencies go about influencer discovery backwards, generally following the methodology below:
- Find popular influencers within a target demographic or content category
- Evaluate previous posts, sponsorships, or engagement to confirm content relevance
- Choose influencers based on vanity metrics such as reach, likes, comments, and shares
An audience-first approach to influencer discovery flips the script:
- Analyze your target audience to identify the influencers they follow and engage with across major social platforms
- Dive deep into suggested influencers’ followers and gain an understanding of their unique interests, affinities, and preferences to ensure alignment with your brand
- Choose nano, micro, or macro influencers that your audience already trusts, and best fit your goals, to ensure your campaigns will resonate
Most marketers work toward this approach but are faced with data limitations preventing them from effectively following through. This is why StatSocial Discovery is key, enabling marketers across global agencies and brands to finally make confident decisions in their influencer (and media) programs.
Beyond influencer discovery: Validation, measurement and retargeting
Influencer discovery alone is only a small portion of the equation. StatSocial’s suite of influencer solutions offer marketers the ability to validate if an existing partnership is reaching their target audience, measure sales and brand lift pre and post campaign, and even retarget any influencer’s audience across the digital ecosystem.
- Influencer Validation: Dive deep into each influencer’s audience to confirm alignment with your target audience’s preferences, affinities and interests.
- Influencer Attribution: Map individuals organically exposed to your influencer campaign back to purchase data, to fully understand resulting sales lift pre and post campaign.
- Audience Retargeting: Amplify your campaign by continuing to reach your influencer’s audience across social, CTV, and other digital channels.
An influencer discovery tool that will help you effectively reach your audience
With the power of StatSocial Discovery alongside our suite of measurement and retargeting solutions, StatSocial empowers brands to create, execute, and measure influencer marketing strategies that drive real results. Our unique approach lets you craft campaigns that begin and end with your audience.
With over 45 million influencers and creators in our database, StatSocial provides everything you need to craft campaigns that resonate and deliver measurable results—making your influencer marketing efforts smarter, more strategic, and better aligned with your audience’s needs.
And don’t limit this functionality to your influencer programs alone. As David Barker, CEO of StatSocial, puts it, “This release brings an audience-first approach not only to influencer marketing but also to media planning and brand collaborations, with insights that go beyond traditional outlets to reach niche podcasts, radio, CTV, and beyond.”
To learn more about StatSocial Discovery and our suite of influencer solutions, directly schedule your demo with a member of our team.