How to Choose the Right Influencer Marketing Platform: A Complete Guide

Understanding the Shift from Manual Outreach to Automation

Influencer marketing has changed a lot. It used to mean hours of manual work with spreadsheets. Now, it's a much simpler, faster process.

Before, brands spent a lot of time searching for influencers. They sent countless emails and dealt with tough negotiations. This old way took too long and didn't always work well.

Today, an influencer marketing platform is your main tool. It handles key tasks automatically and connects brands with the right creators much faster. This change saves a lot of time and money.

Key Benefits for Brands and agencies

An influencer marketing platform is a must-have for brand managers and agencies. These tools offer real benefits that lead to better campaigns and more growth.

Platforms also help you find influencers who truly fit your brand and audience. This makes your partnerships feel more real and effective.

Key benefits include:

• Find Influencers Faster: Easily find influencers with filters for demographics, niche, and engagement rates. This saves hours of manual searching.
• Easy Campaign Management: Handle every part of your campaign in one place. This includes creating briefs, approving content, and talking with creators.
• Track Your ROI: Get clear reports on how your campaigns are doing. In fact, influencer marketing delivers 11 times the ROI of traditional ads [source: https://www.statista.com/topics/7996/influencer-marketing/#topicOverview].
• Avoid Fraud: Spot fake followers and engagement easily. Platforms help you make sure you're working with real influencers.
• Scale Your Efforts: Run many campaigns at the same time. This helps your brand or agency grow its influencer marketing.
• Save Money: Lower the costs of finding and managing influencers by hand. Many brands report big savings.

How Platforms Empower Creators

Platforms also offer big benefits for creators, content marketers, and social media influencers. They change the way creators find brands to work with.

Platforms make it much easier to find paid work. Creators can show off their portfolios and connect with good brand opportunities.

Here’s how platforms help creators:

• Access to Opportunities: Find new brand deals and campaigns that fit their style and audience. This expands their earning potential.
• Easy Communication: Talk with brands in one place using simple messaging tools. No more messy email threads.
• Clear Payments: Get paid on time and securely. Many platforms handle the paperwork, so creators have less to worry about.
• Build a Pro Profile: Create a profile to show off their best work and audience details. This helps them land better brand deals.
• See Your Results: Some platforms show creators how their content performed in a campaign. This helps them see the impact of their work.

Step 1: Define Your Campaign Goals and KPIs

To pick the right influencer platform, you need to be clear. First, define what you want your influencer campaigns to achieve.

Clear goals will guide your strategy. They help you find the right influencers and measure success. For example, 70% of marketers say their main goal is brand awareness [source: https://www.statista.com/statistics/1094361/influencer-marketing-goals-worldwide/].

Think about these common goals for your brand:

• Brand Awareness: Focus on reach, impressions, and engaging a new audience.
• Lead Generation: Measure clicks, website visits, and sign-ups.
• Sales & Conversions: Track sales, revenue, and return on ad spend (ROAS).
• Content Creation: Look at the amount and quality of user-generated content (UGC).
• Audience Engagement: Monitor likes, comments, shares, and saves.

Next, match your Key Performance Indicators (KPIs) to these goals. This makes sure the platform you choose can track the metrics that matter most for your brand's growth.

Step 2: Evaluate Your Budget (And Find the Cheapest Options)

Your budget will have a big impact on your choice of platform. influencer marketing platforms have many different pricing models, which affects the total cost.

Many platforms use a subscription model. They offer different price tiers based on your usage, features, or number of influencers. Some platforms also charge for each campaign or take a cut of influencer payments.

If you have a small budget, here are a few options:

• Freemium Models: Some platforms offer basic features for free. You pay for the advanced tools.
• Free Trials: Many top platforms offer free trials. This lets you test them out before you buy.
• Micro Influencer Platforms: These platforms focus on micro-influencers, who often charge lower rates.
• Self-Service Tools: Choose platforms you can manage yourself to lower service fees.

Look at the platform's price, but also think about how much you can save with automation. A platform that costs a bit more might give you a better return on investment (ROI) by saving you time and improving your targeting.

Step 3: Compare Core Features Across Platforms

Once you know your goals and budget, look at the features of different platforms. The best influencer platform will have strong tools to make your campaigns run smoothly from start to finish.

Look for platforms that have all the features you need. These features should also work well together for a good user experience.

Key features to look for include:

• Influencer Discovery & Search: Good filters to find influencers by niche, audience, engagement, and location. This usually includes a large database of influencers.
• Campaign Management & Workflow Automation: Tools for campaign setup, sharing briefs, content approvals, and managing tasks.
• Influencer CRM: One place to manage your influencer relationships, contracts, and messages. It works like an influencer management tool.
• Advanced Analytics & Reporting Dashboards: Reports that show how your campaign is doing, who your audience is, and your ROI. A good influencer tracker is key.
• Payment Processing & Compliance: A safe way to pay influencers and follow the law.
• Content Rights Management: Tools to get the rights to use content made by influencers.

Comparing these key features will help you find the right service for your needs. A platform with great features can make your campaigns much more effective.

Step 4: Consider Platform Specialization (e.g., Instagram, TikTok, YouTube)

Social media is not all the same. Many influencer platforms focus on specific channels. Your best choice is a platform that matches where your audience is online.

For example, if you want to reach younger people with short videos, a TikTok platform is a great choice. In the same way, platforms that focus on Instagram are good for visual brands that want high engagement on photos and stories.

Think about the main platforms your brand uses and the type of content you focus on:

• Instagram Influencer Platform: Great for fashion, beauty, and lifestyle brands. It works well for telling stories with photos and short videos. Over 1.3 billion people use Instagram every month [source: https://www.statista.com/statistics/183478/number-of-instagram-users/].
• TikTok Influencer Platform: Best for reaching Gen Z and young millennials. It uses viral videos, trends, and real content.
• YouTube Influencer Platform: Perfect for longer videos like tutorials and product reviews. It helps you tell detailed stories to a very engaged audience.
• Multi-Channel Platforms: Some top platforms work well on many social media channels. This gives you more options if you use more than one platform.

Pick a platform that is strong on your main social media channels. You'll get access to better influencer lists and analytics for that channel. This helps you find the right influencers and get the best results from your campaign.

Influencer Discovery & Search Tools

Finding the right creators is key to good influencer marketing. Modern platforms offer powerful search tools to find the best partners. These tools are like a large database, helping you find creators fast.

The best platforms have advanced search filters. You can search by niche, location, audience size, and more. This helps you find influencers whose followers match your ideal customer.

• Detailed Filtering: Search by the audience's age, gender, interests, and location.
• Keyword Search: Find creators using hashtags, content topics, or keywords in their bios.
• Audience Insights: See detailed data about an influencer's followers, like their interests.
• Fraud Detection: Use tools to spot fake followers or engagement. This protects your money. Over 60% of marketers have faced influencer fraud [source: https://blog.influencermarketinghub.com/influencer-marketing-statistics/].
• Lookalike Audiences: Find new influencers whose followers are like those of your best partners.

Campaign Management & Workflow Automation

An influencer campaign has many steps, like outreach and content review. A great platform makes these steps easier. Automation cuts down on manual work and reduces mistakes, so campaigns run smoothly.

These tools help you manage many campaigns at once. They give you one place for all messages and files. This means faster launches and better teamwork.

• Brief Creation: Use simple templates to set clear campaign goals and content rules.
• Content Approval: Follow easy steps to review and approve content before it goes live.
• Communication Hub: Use one place for all your messages with influencers.
• Milestone Tracking: Track campaign progress and tasks to meet deadlines.
• Contract Management: Sign and store partnership agreements online.

Influencer CRM (Customer Relationship Management)

Building good relationships with creators is key to success. An Influencer CRM tool helps you manage these partnerships. It allows you to build stronger connections.

This tool tracks all your talks, past campaigns, and notes. This helps you personalize your messages and build loyalty. It turns one-time deals into true partnerships.

• Detailed Profiles: Keep all key details for each influencer, like contact info and social links.
• Campaign History: Keep a record of all past projects and their results.
• Performance Notes: Save your notes and feedback for later.
• Relationship Status: See where you are with each creator, from new contact to long-term partner.

Advanced Analytics & Reporting Dashboards

Using data is key to improving your influencer strategy. A good platform has powerful analytics and reports. These tools give you valuable information on how your campaigns are doing.

You can track key metrics (KPIs) and measure your return on investment (ROI). This helps you get better over time and prove your campaigns work. Marketers who track ROI are 130% more likely to get a bigger budget [source: https://influencermarketinghub.com/influencer-marketing-roi/].

• Real-time Performance Tracking: Watch numbers like reach, impressions, engagement, and clicks as they happen.
• Conversion Tracking: Connect to your online store to link sales directly to influencer posts.
• Audience Demographics: Check that your content reached the right audience.
• ROI Measurement: Figure out the return you get from your spending.
• Customizable Reports: Create and share professional reports made for your needs.

Payment Processing & Compliance

Handling payments and legal rules in influencer marketing can be hard. Modern platforms make it easy with built-in tools. This is a must-have feature for any good service.

Safe payment systems protect everyone. Automatic invoices and contracts save time and effort. Plus, compliance tools help you follow the rules for things like ad disclosures.

• Secure Payment Gateways: Make payments to influencers safe and on time.
• Automated Invoicing: Create and handle invoices easily.
• Contract Templates: Offer legally safe templates for your agreements.
• Tax Documentation Support: Get help collecting the right tax forms.
• Disclosure Guidelines: Get tips and reminders for following rules from the FTC (e.g., using #ad, #sponsored).

UGC Creator Marketplace Integration

Influencer marketing and User-Generated Content (UGC) work well together. Many top platforms now include a UGC creator marketplace. This gives you a new way to get content.

You can work with many creators just for great UGC. This adds more content than just regular influencer posts. It is also often a cheaper way to get real marketing photos and videos.

• Creator Application Portal: Easily get and review requests from creators who want to make UGC for you.
• Content Licensing: Easily get the rights to use creator content in your marketing.
• Direct Content Submission: Let creators upload their content right to the platform for you to see.
• Product Seeding Management: Easily send products to creators so they can make content.
• Scalable Content Generation: Quickly create lots of different content for all your marketing.

All-in-One Suites: Grin, Tagger, Upfluence

All-in-one platforms give you the tools to manage your entire campaign. They make every step easier, from finding creators to paying them. This gives you one central place for all your influencer work.

These powerful platforms are great for brands that want to work more efficiently. They help you grow your influencer programs and measure your results. As a result, they help businesses of all sizes succeed.

• Grin: Grin focuses on building direct relationships with creators using your own data. It has great tools for communication, sending products, and managing content. Many brands like its features for building strong creator partnerships [source: https://www.forbes.com/advisor/business/software/best-influencer-marketing-platforms/].
• Tagger: Tagger has powerful tools for finding creators, analyzing data, and managing campaigns. It helps brands find the right influencers, track results, and handle payments worldwide. It also uses social listening to give you more insights.
• Upfluence: This platform has a large database of influencers and works well with e-commerce stores. Upfluence helps brands find creators, manage campaigns, and track sales from their efforts. It also includes a useful affiliate marketing feature.

Enterprise-Level Solutions: Traackr, Klear, CreatorIQ

Enterprise-level platforms are for large companies and global brands. They offer great security, advanced data, and the ability to grow. These tools handle complex needs, like working with many teams and following strict rules.

They offer advanced tools for brand safety, measuring ROI, and managing campaigns across channels. This makes them essential for handling large budgets and getting clear results.

• Traackr: Traackr is about managing relationships and understanding influencers. It helps brands build real, long-term partnerships. Its main strength is showing an influencer's impact and proving ROI. Large companies often choose this platform.
• Klear: Klear provides deep audience analytics and fraud detection. It helps brands find genuine creators and track campaign results accurately. Also, its powerful reports help you make smart decisions.
• CreatorIQ: CreatorIQ is known for its customizable platform that connects with other business tools. It is used by many of the world's top brands. It offers tools for discovery, campaign automation, and advanced reporting. The platform can easily scale for complex global campaigns.

Social Listening Integration: Sprout Social, Meltwater, Hootsuite

Some great influencer tools are part of larger social listening platforms. These tools use a lot of data to help brands find key conversations, new trends, and important voices in their industry.

These are not just for finding influencers. They also give you good insights for discovery and managing your brand's reputation. They are great for finding organic brand mentions and new creators. This method helps combine your influencer work with your total social media plan.

• Sprout Social: Sprout Social is mainly a tool for managing social media, but it has strong listening features. It helps you find influential people talking about your brand or industry. This lets you engage with them and identify potential influencers.
• Meltwater: As a media monitoring and social listening tool, Meltwater is great at tracking brand mentions across many channels. It can also identify top authors and influencers talking about certain topics. This gives you a wide view of your brand's presence online.
• Hootsuite: Hootsuite is a well-known social media dashboard that also offers listening tools. You can monitor talks, track keywords, and find new or active influencers. It helps you create a simple, unified social strategy.

Discovery-Focused Tools: HypeAuditor, Modash, BuzzSumo

Some brands just need help finding and checking influencers. For them, discovery-focused tools are essential. These platforms have powerful search filters and detailed data. They help you find the right partners quickly.

They give you key data on an influencer's audience, authenticity, and past work. Using this information helps reduce risk and makes your partnerships more effective. This is a key step for any successful campaign.

• HypeAuditor: HypeAuditor is known for its advanced fraud detection and audience analysis. It helps brands check influencers carefully. It provides detailed reports on audience quality, engagement, and authenticity. This protects your investment and ensures you reach a real audience.
• Modash: Modash has a very large influencer database with great search tools. It helps you quickly find micro- and macro-influencers on many platforms. It also gives you useful audience data and contact information.
• BuzzSumo: BuzzSumo is mainly a content research tool, but it's great for finding popular content and the people who create it. It helps brands find experts and creators in specific fields. This makes it a strong choice for finding influencers through their content.

Top Considerations for SMBs

Small and mid-sized businesses (SMBs) have different needs. They often have smaller budgets, teams, and less expert marketing help. The best influencer marketing platform for an SMB must be simple and effective.

The right tool gives you a good return on investment (ROI). It also makes running a campaign easier for busy owners and marketers. Look for platforms that make your work more efficient.

• Budget-Friendly Pricing: Cost is often the main concern. Look for platforms with different pricing tiers. Flexible plans or pay-as-you-go options are helpful.
• Ease of Use: A simple design is key. Your team should be able to use the platform easily from the start. It should not require a lot of training.
• Focus on Micro and Nano-Influencers: These smaller creators often get better results for SMBs [source: https://www.forbes.com/sites/forbesagencycouncil/2021/08/11/why-micro-influencers-are-the-future-of-influencer-marketing/?sh=4a4130097a8e]. Good platforms should make them easy to find.
• Self-Service Capabilities: A platform with good self-service options means you need less help. This allows brands to manage campaigns on their own.
• Clear Analytics & Reporting: It is vital to track your results. Choose platforms that offer simple, useful reports. You should not need to sort through complex data.
• Streamlined Communication: In-platform messaging tools help a lot. They make it simple to contact, hire, and work with influencers.

Affordable and Self-Service Platform Options

Many great platforms are made for small businesses. They have powerful features at a good price. Most are self-service, which lets you run campaigns yourself.

These platforms have all the key features. You can find influencers, manage campaigns, and track results. They help SMBs succeed with influencer marketing.

• Creator.co: A great marketplace for single projects. It helps you quickly connect with many different creators.
• IZEA: One of the first influencer platforms. You can easily start campaigns, find the right creators, and manage your work from start to finish.
• Modash: Great for finding influencers and seeing data. It has clear price levels that can grow with your business.
• Tribe: This self-service tool connects you directly with top creators. It makes it easy to find and work with them.
• Upfluence: This platform has many features and flexible plans for growing brands. Its huge database and smart search tools are very helpful.
• HypeAuditor: Mainly a tool for analytics and discovery. It has free options and plans that grow with you. It is great for researching influencers.
• AspireIQ (now part of LTK): A good choice for e-commerce stores. It helps you build strong creator relationships and get content easily.
• Brandbassador: This platform helps turn your customers into brand fans. It is perfect for building real, long-term relationships.

Limitations of Free Tools

A totally free influencer tool sounds great, but powerful ones are very hard to find. Most "free" tools have limited features. They are often just a preview for the paid version.

These tools usually don't have the key features needed for big campaigns. For example, they often miss advanced analytics, fraud checks, or audience details. This makes it hard to check if an influencer is a good fit.

• Limited Discovery Filters: You cannot deeply narrow your search by niche, engagement rate, or audience location.
• Small or Outdated Databases: Free databases are often small or have old, inactive profiles.
• No Vetting Tools: There are no features to check for fake followers, bot activity, or a real audience [source: https://www.forbes.com/sites/forbescommunicationscouncil/2021/05/17/the-perils-of-influencer-marketing-fraud-and-how-to-avoid-it/].
• No Campaign Management: You will not find tools for contracts, payments, or content approvals.
• No Analytics: Without performance tracking, it is almost impossible to measure your return on investment (ROI).

Freemium vs. Free Trial Options

When you look for free tools, you will mostly find "freemium" plans or "free trials." It is important to know the difference to set the right expectations.

Freemium plans offer a free version forever, but with limited features. You might get to see a small part of their influencer list or basic data on a few profiles. To get advanced search, more data, or campaign tools, you have to upgrade to a paid plan.

Free trials give you full access to all of a platform's features for a short time, usually 7 to 30 days. This lets you test everything, like finding influencers and tracking results, with no commitment. Many brands use free trials to see if a platform is right for them before they buy [source: https://neilpatel.com/blog/saas-free-trial-strategy/].

Using Social Media Search Effectively

If you can't afford a special influencer platform, you can still find influencers by searching on social media yourself. This manual method takes more time but can work well, especially for finding smaller influencers.

First, figure out which platforms your audience uses most. For example, if you want to reach Gen Z, TikTok and Instagram are key. Then, use the search bar on those platforms.

Here are some simple steps for a manual search:

• Search by Hashtags: Use hashtags for your industry, product, or audience. For instance, a beauty brand could search #skincarehacks or #crueltyfreebeauty on Instagram.
• Explore Location Tags: If your business is local, search by location on Instagram or Facebook to find influencers nearby.
• Keyword Search in Bios and Captions: Look for keywords in influencer bios, post captions, and comments. Many platforms let you search for words in profiles or posts.
• Check Engagement: When you find an influencer, look at their profile. Check their follower count, comment quality, and likes versus comments to see if their engagement is real. Good engagement is often more important than a high follower count [source: https://influencermarketinghub.com/engagement-rate-calculator/].
• Check "Suggested For You" Sections: Platforms will suggest similar accounts. This can help you find more influencers.

This manual method can work, but it is not automatic. You won't get the detailed data that a paid platform provides. You need to be careful and pay close attention to find the best partners.

Marketplace vs. SaaS Platform: What's the Difference?

Influencer marketplaces and SaaS platforms both connect brands with creators. But they meet different needs in influencer marketing. Knowing the differences helps you pick the right tool for your campaign goals.

Marketplaces offer a simple, direct way to work. Brands can quickly find, choose, and hire influencers for a project. On the other hand, SaaS platforms give you a full set of tools to manage entire campaigns. They focus on long-term relationships and better data.

Feature	Influencer Marketplace	Influencer SaaS Platform
Primary Focus	Direct connection, campaign execution, quick collaborations.	Full campaign management, relationship building, data analysis.
Business Model	Often project-based fees, commissions, or tiered access.	Subscription-based (monthly/annual), often with different pricing tiers.
User Experience	Self-service, browse and book, made for fast deals.	Advanced dashboards, CRM tools, detailed reports.
Creator Database	Large, varied group, often listed for direct booking or application.	Curated, verified influencers, often with more detailed profiles.
Key Benefit	Speed, easy to use, great for one-off or niche campaigns.	Scalability, detailed insights, best for long-term plans.
Example Use Case	Product launch, event promotion, seasonal content.	Brand ambassador programs, ongoing content creation, market research.

Benefits for Brands Looking for Quick Collaborations

Influencer marketplaces are a great choice for brands that want quick, easy partnerships. They make it simple to find and work with creators. This is perfect for urgent marketing needs. The influencer market is growing fast and will reach $24.1 billion by 2028. Marketplaces offer flexible tools for brands just starting out [source: https://www.statista.com/statistics/1092819/influencer-marketing-market-size-worldwide/].

Marketplaces also offer a simple way to hire creators without a big, long-term commitment. This is especially good for small businesses or for specific campaign goals.

• Rapid Influencer Discovery: Brands can quickly search and filter a large database of creators. This helps you find the right partners faster.
• Simplified Campaign Launch: Creating and launching campaigns is often easy. Templates and guided steps make the process fast.
• Cost-Effectiveness for Projects: Marketplaces often let you pay per project. This avoids high monthly fees for single or short collaborations.
• Access to Diverse Niches: You can find a wide variety of influencers. This includes creators in many different niches who have a real connection with their audience.
• Transparent Pricing: Many marketplaces have clear prices or let creators set their own rates. This helps brands manage their budget well.
• Streamlined Communication: Built-in messaging systems let you talk directly with influencers. This keeps communication clear throughout the project.

How Creators Can Leverage Marketplaces

Marketplaces are not just for brands. They are also a great way for creators to find new work and manage partnerships. Using these platforms helps influencers grow their brand and make money from their content.

Also, marketplaces offer tools that make the business side of creating content easier. This lets creators focus more on being creative and less on admin work.

• Discover New Brand Opportunities: Marketplaces connect creators with many different brands. This helps them find more work than they could on their own.
• Streamlined Application Process: Applying for campaigns is usually simple. Creators can send proposals quickly through one system.
• Guaranteed and Secure Payments: Many platforms hold payments in escrow. This ensures creators get paid on time when the work is done.
• Build a Professional Portfolio: Good work on a marketplace helps you show your past success. This helps you get better brand deals over time.
• Efficient Collaboration Management: One main dashboard helps you manage many campaigns. Creators can easily track deadlines, tasks, and messages.
• Negotiate Fair Compensation: Some marketplaces let creators set their own rates. This gives them control over their earnings and value.
• Gain Industry Exposure: Having a profile on a marketplace makes you more visible. It helps you get found by brands you might not have reached otherwise.

What are the 4 M's of influencer marketing?

The 4 M's of influencer marketing are a simple framework. It guides brands through the steps of a great influencer campaign. This ensures you plan and run your campaign well.

These four M's help you structure campaigns for the best results. By focusing on each 'M,' brands can improve how they work with creators.

• Make: This is where you build your campaign strategy. You will define your goals, target audience, and key performance indicators (KPIs). You will also pick influencers who fit your brand and goals.
• Manage: After you choose influencers, it's time to run the campaign. This includes bringing creators on board, setting up contracts, sharing content briefs, and watching over content creation. Good management leads to clear communication and on-time delivery.
• Monitor: During and after the campaign, you need to track your progress. Watch how the content performs and how the audience engages. Monitoring helps you spot problems and find ways to improve in real time.
• Measure: The last 'M' is about checking your results against your KPIs. This means tracking metrics like reach, engagement, sales, and return on investment (ROI). This step gives you key insights for your next campaign [source: https://blog.hubspot.com/marketing/influencer-marketing-guide].

What is the largest influencer platform?

The "largest" influencer platform can mean different things. It could be the one with the most users, the biggest database of creators, or the highest company value. Social media sites like Instagram and TikTok have the most influencers and creators in the world [source: https://www.statista.com/statistics/1231604/most-popular-social-networks-influencers-globally/].

But when talking about special "influencer marketing platforms" for brands, a few names stand out. Platforms like Grin, Tagger, and CreatorIQ are seen as top choices. They offer large influencer databases, smart analytics, and strong campaign tools. These platforms help all kinds of brands, from medium to large companies. Their size is often based on their features and the clients they serve.

Which platform is best for influencing?

The "best" platform depends on your campaign goals, audience, and budget. There is no single "best" platform for everyone. Each one has its own strengths and is good for different needs.

For example, if you need to find many influencers and automate your work, a tool like Grin or Upfluence could be a good choice. If you are a small business that wants to work with micro-influencers on a budget, an influencer marketplace may be a better fit. You can also pick platforms that focus on one social media channel if that's where your audience is. Some tools are great for finding Instagram influencers, while others focus on TikTok creators. See our "How to Choose the Best Influencer Marketing Platform for Your Brand" guide for more details.

What are the 3 R's of influencer marketing?

The 3 R's are a way to evaluate potential influencers. This framework helps brands pick creators who can truly connect with their audience. These three factors help make your partnerships smart and effective.

By using the 3 R's, brands can build more genuine and successful campaigns. This method is better than just looking at follower numbers. It focuses on real engagement and finding the right audience.

• Relevance: This is about how well an influencer's content and audience match your brand. A relevant influencer shares your values and speaks to people who are interested in your products. For example, a makeup brand should work with beauty influencers, not tech reviewers.
• Reach: Reach is the number of people an influencer can connect with. It shows how many people might see your brand's message. A large reach is good, but it must also be relevant to your brand to be effective.
• Resonance: Resonance is about the engagement an influencer gets from their audience. This includes likes, comments, and shares. High resonance means the influencer has an active community that trusts them. This leads to better campaign results [source: https://www.forbes.com/sites/forbesagencycouncil/2021/11/08/the-three-rs-of-influencer-marketing-why-audience-research-is-key/].