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For our New Rules deep dive this week, we're taking a closer look into another type of creative that brands need to consider while briefing partners.
When looking at only traditional metrics in the influencer industry, content performance swings so wildly that averages have become all but useless. Two dramatically different creators can both have the exact same engagement rate – while one is the product of consistent performance and the other, the result of one viral post that drastically pulled the average up.
Averages do not consider the value of consistency - which is essential in our space.
Instead of looking at averages, we now need to vet and recruit based on the longer arch of trends and patterns; we need to pay attention to virality and consistency across time.
Check out the profile below pulled from Fohr's updated analytics tool (available next month). You can clearly see the creator's average views of 81K is skewed by the three viral posts that hit in the millions. However their content is consistently performing just below 50k - an important distinction from the average.
Over the last decade, averages have been the foundational metric of influencer marketing but as the industry grows it makes sense that we need to find deeper and more accurate ways of judging the performance and health of an influencer's following. We are building our influencer profiles around these new metrics and using them to vet partners for our clients.
