Influencer Lookalike Tool
Try out our free lookalike tool that helps you find those hidden influencers that match your high performing creators.
Amazing brand-influencer relationships “don’t grow on trees.” It’s possible that for every ideal influencer on your team, you’ve had to wade through a handful of influencers that didn’t match your brand message. Finding the best influencers means understanding that not every influencer is equally effective, and that not every effective influencer is the right fit for your brand.
That’s why we’ve decided to create a free influencer search tool. Arguably the most challenging part of any influencer program is finding the right influencers. But once you’ve found one or two influencers that exceed your expectations, you’re ready to build on what you know about those influencers.
Using key metrics from your top influencers, we’ll help you grow the best parts of your influencer program using the lookalike tool below.
Find your influencer's lookalikes
Influencer Performance Metrics
Influencer ROI is another way of referring to influencer success. As you scale your influencer program, you’ll be able to use key metrics to establish KPIs and assign dollar amounts to campaign milestones.
“For example, let’s say that in an average influencer campaign, 40 engagements result in $40 in sales. Armed with this data, you can assume that one engagement is worth $1 to your influencer program. Additionally, you see that 40 engagements cost you $10 on average. That means that each engagement costs you $.40. Crunching these numbers reveals that you achieve an ROI of $.60 on every engagement.” - Influencer Reporting Platform – which metrics do you need?
The example above is a simplified version of what it’s like to measure your influencer ROI using the right metrics. When growing your influencer team, these analytics will help you discover influencers with similar traits and results.
“Accurate analytics shows you exactly how your influencer program contributes to your brand’s bottom line.” - Influencer Reporting Platform – which metrics do you need?
Among the most important influencer ROI metrics are:
- Click-through rate (CTR)
- Conversion rate
- Number of engagements
- Engagement rate
- Content volume
- Total revenue
- Total cost
When recruiting new influencers, you may not have access to many of the metrics listed above. But understanding visible metrics from prospective influencers and examining your current top-performing influencers will help you improve your recruiting efforts.
What is the Difference Between Micro Influencers and Celebrities?
When discussing influencer types, most marketing experts sort influencers according to their follower counts. One of the most popular influencer types are known as Micro Influencers, or influencers with fewer than 100,000 followers on their preferred social channel.
On the other end of the spectrum, Celebrity Influencers typically have more than 1 million followers. Most celebrities achieved their status outside of the social media world, such as athletes, movie stars, or famous authors. But through the course of their career, they’ve nurtured an online audience that shares the celebrity’s values and aspires to a similar lifestyle. As a result, celebrity endorsements have morphed into celebrity influencer campaigns.
When using Micro influencers, most marketers are looking for higher conversions because influencers with smaller audiences generally enjoy higher engagement rates. Micro influencers can connect on a deeper level with their audience since they interact with fewer people.
Celebrities enjoy large audiences, and brands frequently use them to generate brand awareness. Because celebrities make a greater impact across a wider audience when they mention a brand, these influencers are usually more expensive.
Why is the Influencer Lookalike Tool so Important?
When you’ve done the work to nurture quality relationships with the right influencers, you can save yourself time and money by dedicating your outreach efforts to seeking influencers with similar attributes, styles, and performance metrics.
What is a Lookalike (LAL) in Influencer Marketing?
In digital marketing, Lookalike, or LAL, means that two individuals or groups share similar characteristics that signal similar marketing performance. Marketers frequently refer to LALs when examining audiences and influencers.
When seeking LAL influencers, you need to know what characteristics you should target. It may not be enough to search for similar engagement rates, follower sizes, or industries. The best brand-influencer matches often involve posting frequency, style, and more.
A reliable LAL influencer tool will take all of those characteristics into account to help you find ideal LAL influencers.
Challenges of Recruiting the Right Influencers
In a recent episode of 0-100 Getting Started with Influencer Marketing, MVMT’s marketing team discussed the challenges associated with finding the right influencers. A brand’s influencer vetting process can determine the overall success of the campaign.
The first step is finding influencers with the right audience. Your influencer audiences should align clearly with yours so that your brand’s products/services are relevant.
Then you’ll discover through some trial-and-error which influencer type - Nano, Micro, Macro, Celebrity - or mix is ideal for your campaign objectives. Each influencer size will have certain strengths and assist key stages of your marketing funnel.
After the basics, you’ll need to examine an influencer’s tone, style, and engagement metrics. Paying close attention to these details will keep you from partnering with fake influencers and ensure that your influencer team consists of high performers.
Influencer Lookalike (LAL) Metrics
At GRIN, we partnered with our clients to understand what the key LAL influencer metrics are. While every brand is unique, we’ve narrowed down the top LAL Metrics as follows:
- Engagement rate
- Average likes per post
- Average comments per post
- Likes to comments ratio
- Posts per day
- LAL audiences
Influencer reach usually entails two metrics - follower count and impressions. Followers usually keep up with their favorite social media profiles or unfollow an individual if they lose interest. While an influencer’s follower count is incomplete as an isolated metric, it still stands as an important metric within the context of other performance data.
Impressions are post, image, or video views. Views can come from followers and non-followers. Either way, impressions (views) give you a great idea of an influencer’s reach.
Influencer engagement demonstrates how connected an influencer is with his or her audience. Likes provide limited insight, but comments and shares are often the better metric for determining engagement.
An influencer’s engagement rate is the number of post engagements divided by the number of views or followers.
Number of post engagements (likes, comments, shares, etc.) / Number of followers
Engagement rates are typically expressed as a percentage. And in most cases, the higher an influencer’s engagement, the deeper the relationship that that influencer has with their audience.
Average Likes Per Post
It is a good idea to step back and see what kind of audience activity there is across all content on an influencer’s page. By calculating the average number of likes each influencer’s post receives, you can see how consistently that influencer makes a positive impression with their followers.
Average Comments Per Post
Deeper engagement insight comes from examining the average number of comments an influencer’s posts generate. When audience members comment, they commit more effort than if they had merely hit the “like” button.
Note: It’s important to take a close look at post comments. In some fake influencer tactics, agencies might throw out fake comments to artificially raise an influencer’s engagement rate. These fake comments will lack substance and often include major grammatical and spelling errors.
Likes to Comments Ratio
Using the two metrics above, you can see how an influencer’s post likes compare to their post comments. Usually, influencers with a higher ratio of comments to likes enjoy followers that feel a deeper connection with that influencer.
Posts Per Day
Post frequency also plays a role in the kind of results you enjoy from your top influencer campaigns. Certain audiences appreciate their favorite influencers' content frequency. If you’ve found that your top influencers post a certain amount per day and week, this is an important metric when searching for LAL influencers.
LAL audiences are another critical metric when examining LAL influencers. The types of audiences that your top influencers target when building their online communities can signal where to find more audience alignment in other influencers.
Conclusion: Use your top performing influencers to find lookalikes and build the most effective influencer community.
It’s always a good idea to expand your marketing approach and try new things. As you do so, it’s best to start from what you know will work. Using our LAL tool above, you can pull data from your best influencers and use that data to scale your program.
As your influencer program grows, you’ll learn more ways that your brand can connect with increasingly wider audiences. With the help of your existing influencer community, you can grow your reach strategically, thereby saving you time and money while also increasing your campaign results.
What the best brands are doing to drive revenue from influencer marketing
Whether you are just getting started with influencer marketing or already have your program in place, this guide gives you the tools to get the return on investment your C-level will love.