In the Wild West of influencer marketing, it’s easy to be duped. With vanity metrics and bloated follower counts running rampant, how do you know who is the real deal?
As Abraham Lincoln famously said, “You can fool all the people some of the time and some of the people all the time, but you cannot fool all the people all the time.” When it comes to influencers, you need to avoid being fooled at all costs.
The truth is, you need to look beyond the surface-level stats. If an influencer has 1 million followers, but barely cracks 100 likes on a post, something fishy is going on, right? You need tools to analyze audience quality, not just vanity metrics like followers.
12 Best Tools for Influencer Audience Research
Here are 12 indispensable tools to discern the fakers from the influencer gems worth your marketing dollars:
1. Upfluence Inc.
Upfluence is a comprehensive platform designed to streamline influencer marketing efforts. It offers a wide range of features for influencer discovery, analysis, and management. Users gain access to valuable performance metrics across various social media platforms.
Key Features
- Influencer Discovery: Upfluence offers a comprehensive influencer discovery tool, allowing users to find influencers across multiple platforms. And Upfluence’s social commerce feature allows real-time tracking of influencers when they visit your website, providing valuable insights into influencer behavior and engagement.
- Performance Metrics: Users can access performance metrics for influencers, gaining insights into engagement rates, comments, likes, views, and more. This data aids in selecting the most suitable influencers for campaigns.
- Keyword Search: Upfluence provides a keyword search feature that allows users to rank the importance of specific keywords, resulting in precise search results.
- Audience Analysis: The platform enables users to analyze influencer audiences, providing demographic information such as age, gender, and location. It also includes tools for checking the authenticity of followers.
- Chrome Plugin: Upfluence offers a free Chrome plugin that simplifies the process of analyzing influencer profiles directly from your browser. This plugin is compatible with most social platforms, enhancing user convenience.
Pricing Tiers
- Starter: $49/month (basic features, excludes engagement search)
- Business: $169/month (no audience data, authenticity audits, or multi-device support)
- Gold: $269/month.
Platforms Supported
Upfluence supports a wide range of social media platforms, including Instagram, YouTube, Twitch, Twitter, Pinterest, TikTok, and various blogs.
2. NinjaOutreach Inc.
NinjaOutreach excels in influencer discovery, outreach, and contact information retrieval, it may not provide extensive influencer analytics for monitoring campaign performance beyond the initial stages.
Here’s an in-depth look at its key features:
Influencer Search and Filters
Begin your influencer search by entering keywords into NinjaOutreach’s intuitive search bar. Apply various filters to refine your search, including engagement rate, follower count, categories, and location.
Example: Narrow your search to nano-influencers with 10,000-20,000 followers and an engagement rate of 5-10%.
Detailed Influencer Metrics
Clicking on an influencer’s profile provides access to detailed metrics, including average views, likes per post, total followers, posting frequency, reply rates, image and video engagement, and estimated post value.
Notably, NinjaOutreach separates video and image engagement into distinct categories, enhancing your understanding of influencer performance.
Estimated post values assist in negotiation processes with influencers.
Social Media Analytics
NinjaOutreach offers social media analytics for individual influencer posts, showcasing metrics such as likes, replies, engagement rates, and total reach.
These analytics enable you to assess an influencer’s ability to deliver results through campaign messages.
Pricing Tiers
- Flex: $389/month
- Pro: $649/month
Platforms Supported
NinjaOutreach supports influencer discovery and analysis across Instagram, YouTube, TikTok, and Twitter.
3. Audiense
Audiense is a powerful audience analytics platform that specializes in providing insights to help you understand and engage with your audience effectively. Here are its key features and details:
Key Features
- Audience Segmentation: Audiense excels in audience segmentation, allowing you to identify and comprehend even the most niche or distinct social audiences. You can create detailed segments based on various criteria.
- Visual Segmentation: One of its standout features is visual segmentation, providing an intuitive and visual way to understand your audience segments.
- Customizable Reports: When generating reports, Audiense offers a multitude of filter options that can be customized and combined to focus on specific audience segments that are most relevant to your business objectives.
- Benchmarking: Compare these audience segments with baselines or other audiences, allowing you to create valuable benchmarks for analysis across different segments, regions, or even competitors.
Pricing Model
Base Plan: $299/month
Twitter Marketing Plan: $499/month
Platforms Supported:$999/month
Platform Supported
Audiense provides insights and analytics for various social media platforms, helping you understand and engage with your audience on platforms like Twitter, Instagram, and more.
4. People Pattern
People Pattern is a unique audience analytics platform that stands out for its data-driven approach to extracting valuable marketing insights from social media user data. Here’s an in-depth look at its key features:
Key Features:
- Data Science Insights: People Pattern employs data science techniques and machine learning algorithms to analyze social media user data. This approach allows for the automatic creation of clusters of individuals who fit specific niches or characteristics. It eliminates the need for manual selection and segmentation.
- Audience Understanding: With People Pattern, you can gain a deep understanding of your target audiences and industry professionals. The platform’s data-driven insights provide a clear picture of the characteristics, interests, and behaviors of your audience segments.
- Influencer Identification: People Pattern assists in identifying topic-specific influencers who are most relevant to your brand’s message. This feature streamlines the process of finding influencers who can effectively amplify your message to the right audience.
- Industry Trend Monitoring: The platform keeps you updated on industry trends by monitoring expert discussions and conversations within your industry. This valuable information can inform your marketing and content strategies.
- Advanced Audience Grouping: People Pattern goes beyond surface-level metrics. It enables you to target and engage high-impact audience segments effectively by providing advanced audience grouping capabilities. This ensures that your marketing efforts are focused on the most relevant and impactful groups.
Pricing Model:
The pricing model for People Pattern is not publicly disclosed, and it typically offers customized pricing solutions tailored to the specific needs and requirements of its clients.
Platforms Supported:
People Pattern specializes in social media data analytics, including Twitter, LinkedIn, Facebook, YouTube, Instagram, TikTok, Pinterest, Yelp and Twitch.
5. Modash
Modash offers a comprehensive influencer discovery and analysis platform with a focus on audience and performance insights on popular social media platforms. Here’s an in-depth look at its key features:
Key Features:
- Influencer Discovery: Modash provides a robust influencer discovery tool that enables you to find influencers across Instagram, YouTube, and TikTok.
- Audience Targeting: You can target influencers based on specific audience demographics, including location (both country and city), language, interests, and more. This ensures that you connect with influencers whose audiences align with your brand.
- Profile Analysis: If you already have a specific influencer in mind, Modash allows you to input their handle directly for in-depth analysis.
- Comprehensive Analytics: Modash’s analytics capabilities cover a wide range of metrics, including:
- Fake Follower Detection: Identify influencers with fake followers, ensuring the authenticity of their audience.
- Engagement Rate Assessment: Evaluate influencer engagement rates to gauge their effectiveness.
- Audience Location and Language: Determine where an influencer’s audience is located and the languages they speak.
- Demographic Insights: Gain insights into audience demographics, including age and gender.
Pricing Model:
Essentials: $120/month
Performance: $299/month
Advanced: Priced on a custom basis
Enterprise: Priced on a custom basis
Platforms Supported:
Modash supports influencer discovery and analysis on Instagram, YouTube, and TikTok.
6. TapInfluence
TapInfluence is a dedicated influencer marketing platform designed to provide comprehensive support for influencer campaigns. Here’s an in-depth look at its key features:
Key Features:
- Influencer Identification: TapInfluence assists in the identification of suitable influencers for your brand or campaign. It simplifies the process of finding influencers who align with your target audience and brand message.
- Audience Insights: The platform offers valuable audience insights, allowing you to gain a deep understanding of the demographics, interests, and behaviors of your target audience. This data aids in selecting the right influencers to reach your desired audience effectively.
- Collaborator Lists: TapInfluence provides tools for curating lists of potential collaborators. You can create lists of influencers you wish to work with, streamlining the collaboration process.
- Campaign Monitoring: TapInfluence enables you to monitor the performance of your influencer marketing campaigns in real-time. This feature allows you to track engagement, reach, and other campaign metrics as they unfold.
- Project Performance Tracking: In addition to campaign monitoring, the platform offers project performance tracking. You can assess the overall effectiveness of your influencer projects and make data-driven decisions for future campaigns.
- Click Tracking: TapInfluence includes click tracking capabilities, helping you understand how influencer-generated content is driving traffic to your website or landing pages.
- Data Export: The platform provides flexibility in exporting your campaign results and data. You can export data for in-depth analysis and assessment, making it easier to measure ROI and campaign success.
Pricing Model:
Standard: $1999/mo
Enterprise: Custom pricing
Agency: Custom pricing
Platforms Supported:
TapInfluence is a versatile platform that supports Instagram, Youtube, Twitter, Pinterest, Twitch, and Tiktok.
7. Klear
Klear is a comprehensive influencer marketing platform that covers various aspects of influencer-related activities. Here’s an in-depth look at its key features:
Key Features:
- Analytics and Monitoring: Klear provides a robust analytics and monitoring tool enriched with advanced social listening capabilities. This tool is powered by artificial intelligence and introduces the Klear Influencer Score, a numerical rating system ranging from 0 to 100. This score assists you in pinpointing creators with the highest level of influence, enhancing the precision of your influencer selection and analysis.
- Influencer Discovery: Klear empowers your influencer search by allowing you to filter for accounts actively discussing your brand and other valuable data points. This capability provides insights into the type of content that resonates with your audience and helps you identify influencers who are already engaged with your brand.
- Influencer Activation: Facilitate the collaboration process with influencers, making it seamless and efficient.
- Monitoring and Reporting: Monitor the performance of influencer campaigns in real-time and generate detailed reports for analysis.
- Klear Influencer Score:The Klear Influencer Score is a unique feature that rates influencers on a scale of 0 to 100, helping you identify influencers with the highest level of influence and authority in your niche.
Pricing Model:
Klear typically offers custom pricing solutions .
Platforms Supported:
Klear supports influencer marketing campaigns on various social media platforms, including Instagram, YouTube, TikTok, Twitter, and more.
8. BuzzSumo
BuzzSumo simplifies competitor monitoring and content performance evaluation with its key features:
Key Features:
- Competitor Analysis: BuzzSumo allows you to easily monitor your competitors and assess their content performance, helping you stay informed about industry trends and strategies.
- Influencer and Outreach: The Influencer and Outreach sections within BuzzSumo enable you to search, analyze, and follow influencers who align with your brand’s objectives. While the free version provides access to the top 10 influencers, you can explore more capabilities through a brief trial of the premium edition.
- Influencer Categorization: BuzzSumo offers flexibility in categorizing influencers based on various criteria, including relevance, domain authority, follower count, and more. This feature aids in selecting influencers who are the best fit for your influencer marketing campaigns.
- Platform Limitations: BuzzSumo, while valuable, may not provide the same depth of features as dedicated influencer marketing platforms. For instance, it lacks a feature to verify fake followers.
Pricing Tiers:
Basic: $119/month
Content Creation: $249/month
Suite: $399/month
Enterprise: $999/month
Platforms Supported:
BuzzSumo supports influencer marketing analysis and insights on the following social media platforms Twitter, Instagram, and YouTube
9. Grin
Grin, a comprehensive platform, allows you to analyze the influencers’ and their audience’s demographic and psychographic characteristics, providing valuable insights into their brand preferences and interests.
Key Features:
- Audience Analysis: Grin enables you to analyze the demographic and psychographic characteristics of influencers and their audiences, providing valuable insights into brand preferences and interests.
- Effective Engagement: Utilize the gathered information to effectively engage and collaborate with influencers in your influencer marketing campaigns, ensuring alignment with your brand’s objectives.
- Hashtag Monitoring: Grin includes hashtag monitoring, allowing you to track the performance and reach of specific hashtags used in influencer-generated content.
- Mentions Tracking: The platform offers mentions tracking, helping you monitor and assess how influencers and your brand are mentioned across social media platforms.
- Dedicated Landing Page: Grin provides a dedicated landing page for influencer applications, streamlining the influencer engagement process and making it easier for potential collaborators to connect with your brand.
Pricing Tiers:
Custom Pricing
Platforms Supported:
Grin supports influencer marketing campaigns on various social media platforms, including Facebook, Instagram, TikTok, Twitch, and YouTube.
10. Heepsy
Heepsy offers valuable influencer insights through straightforward statistics. Heepsy simplifies influencer marketing with its user-friendly statistics and key features:
Key Features:
- Influencer Metrics: Heepsy allows you to easily track essential influencer metrics such as follower growth, engagement rate, average likes, and views. These statistics offer insights into an influencer’s performance.
- AI Analysis: The platform’s AI analyzes influencer profiles and content, providing valuable data on categories, locations, and performance through clear charts and metrics. This information aids in influencer selection and campaign planning.
- Audience Insights: Utilize audience insights to understand the demographics of an influencer’s followers, ensuring alignment with your target audience. The platform also includes tools for detecting fake followers to maintain authenticity in your campaigns.
- List Organization: Heepsy enables you to organize influencer lists efficiently, making it easy to export data and automate outreach processes.
Pricing Model:
Starter: $49/month (basic features, excludes engagement search)
Business: $169/month (no audience data, authenticity audits, or multi-device support)
Gold: $269/month
Platforms Supported:
Heepsy supports influencer marketing campaigns on platforms like Instagram, YouTube, TikTok, and Twitch.
11. Tagger
Tagger offers a comprehensive influencer marketing solution with a focus on simplifying influencer search and management. Here are its key features:
Key Features:
- User-Friendly Filters: Tagger simplifies influencer discovery with intuitive filters such as category, location, and gender, facilitating effortless competitor comparisons.
- Social Listening: The platform leverages social listening to provide deeper insights into influencers, offering a comprehensive understanding of their impact and online presence.
- Competitor Audience Analysis: Tagger enables you to explore your competitors’ audiences, uncovering valuable demographic data that informs strategic targeting decisions.
- Influencer Management: Tagger streamlines the influencer management process, allowing you to initiate campaigns, connect with influencers, manage conversations, create proposals, handle contracts, and conduct thorough post-campaign analyses, including Stories, for campaign effectiveness assessment.
Pricing Model:
Tagger’s pricing is available upon request, allowing businesses to tailor their plans to their specific needs and budget.
Platforms Supported:
Tagger supports influencer marketing campaigns on various social media platforms, including Facebook, Instagram, Twitter, YouTube, and TikTok.
12. Buzzoole
Buzzoole’s AI-driven platform streamlines influencer selection by analyzing key data points such as past collaborations, ongoing partnerships, and content performance, making the decision-making process more efficient. Buzzoole offers a robust influencer marketing platform powered by AI, delivering a range of key features:
Key Features:
- AI-Driven Influencer Selection: Buzzoole’s AI analyzes influencer data, including past collaborations, ongoing partnerships, and content performance, streamlining the influencer selection process for more efficient decision-making.
- Comprehensive Reporting: Buzzoole’s reports present essential metrics such as reach, likes, comments, and shares in an interactive graph format, providing a visually intuitive representation of influencer performance.
- Audience Criteria: Users can set specific criteria, like a minimum percentage of the audience in a particular country or city, for Creators, ensuring precise audience targeting.
- Buzzoole Discovery: This feature boasts a vast database of over two million influencer profiles, functioning as a powerful search engine for rapid identification of new influencers. It offers multiple filters, including channels, nationality, content topics, community size, and various performance indicators, providing comprehensive audience data.
- Audience Origin: In the ‘Advanced’ section of the tool, users have the option to input the creator’s follower base origin, both by country and city, in the dedicated audience window. This feature enhances audience targeting precision.
- Minimum Audience Percentage: A recent addition allows users to set a minimum audience percentage requirement for Creators in a specific country or city, further refining influencer selection.
Pricing Model:
Buzzoole’s pricing is available upon request, and the platform charges a percentage of your campaign budget as its fee, offering flexibility to tailor pricing to your specific campaign needs and budget.
Platforms Supported:
Buzzoole supports influencer marketing campaigns across a range of social media platforms, including Facebook, Instagram, Twitter, Snapchat, Tumblr, LinkedIn, and various blogs.
Tips for Choosing the Right Influencer Analytics Tools
When choosing an influencer marketing platform, remember that it’s not a one-size-fits-all decision. Your selection should align with your budget, available resources, campaign objectives, and personal preferences. Here are some tips you can follow to choose the right influencer analytics tool.
- Identify Your Campaign Goals: Begin by clearly defining your campaign objectives. Are you aiming to enhance brand awareness, drive sales, or engage with a specific target audience? Knowing your goals will guide you in selecting an influencer analytics tool that aligns with your campaign objectives.
- Assess Your Budget and Pricing Models: Determine your influencer marketing budget and research various tools to understand their pricing structures. Some tools charge based on the number of influencers you work with, while others offer subscription plans. Choose a tool that not only fits your budget but also provides the necessary features to meet your campaign needs.
- Evaluate User Interface and Ease of Use: Efficient campaign management relies on a user-friendly interface. Test the tools you’re considering for their ease of use. An influencer analytics tool with an intuitive interface can save time and reduce the learning curve for your team, ensuring smoother operations.
- User-Friendly Interface: Prioritize an intuitive user interface for efficient campaign management. An easy-to-use tool reduces learning curves and streamlines your team’s operations.
- Read Reviews and Compare Features: Delve into reviews and user feedback to gain valuable insights into the performance and reliability of different influencer analytics tools. Compare key features, including influencer discovery capabilities, campaign tracking functionalities, and reporting tools. By doing so, you can identify the tool that best aligns with your specific needs and campaign objectives.
- Consider Data Security: When evaluating influencer marketing platforms, prioritize data security. Look for features like encryption, two-factor authentication, and password management to safeguard your sensitive information from potential breaches. Protecting your customers’ privacy is paramount.
Our Takeaways
These 12 influencer analytics tools offer a diverse range of features to help you identify authentic influencers, understand your target audience, and manage campaigns effectively. From Upfluence’s comprehensive platform to Buzzoole’s AI-driven insights, each tool caters to different needs and preferences.
