Influencer reports give you a deeper look at an influencer’s performance metrics so you can make an informed decision as to whether they are a good fit for your brand. Influencer reports provide metrics such as the influencer’s audience demographics, followers quality, brand safety, lookalikes, and much more. In this article, learn how to create new influencer reports in Discover, what details and analytics influencer reports provide, and how to export or share influencer reports.
In this article:
Creating an influencer report
You can generate an influencer report from Discover in the following ways:
- By requesting a report via the search bar at the top of the Discover page.
- When clicking the Analyze button next to the search results.
- When requesting a report via the New Report button under the Reports tab.
Note:
Influencers must have a minimum of 1,000 followers to be findable via the direct search bar for report generation.
Note:
Requesting an Instagram or YouTube influencer report using any of these methods will use one Report token. You will receive a warning pop-up informing you that an action will cost a token.
Influencer reports are limited to three reports for Trial Influence users, 50 reports for Standard users, and 250 reports for Pro users. Reports are unlimited for Premium users. Users will receive an email notification when they have reached 90% of their report limit.
Requesting a report via the search bar
If you have a specific influencer in mind for your search, you can generate a report for that specific influencer directly using the search bar in Discover.
Navigate to the search bar at the top-right of the Discover and select the social media platform that is relevant to you (i.e. Instagram, YouTube, or TikTok).
When you select the influencer, you’ll see a warning pop-up indicating that it will cost one token to analyze your influencer. Click Analyze to proceed, and your report will be visible.
Requesting a report using the Analyze button
When you run a Discover search by selecting filters and clicking the Search button in the left-hand sidebar, your search will return multiple influencers and you can click the Analyze button next to the influencer to generate a report for them.
When you click the Analyze button, you’ll receive a pop-up warning that the action will cost one Report token if your Influence license has a limited number of Report tokens per month. Click Analyze again to proceed, and your report will be visible.
Requesting a report via the Reports tab
When you navigate to the Reports tab in Discover, you’ll find the + New report button in the upper-right corner of the page to directly generate a report for a specific influencer.
Click + New report, select a social media platform, and enter the influencer's exact handle or an account URL. Click Generate report and your report will be visible.
Viewing your influencer reports
After you generate an influencer report using any of the above methods, you and all of your team members will be able to view the report under the Reports tab in Discover. The Reports tab will include a list of all of your generated reports and display the social media platform the report's analytics reflects and the date a report was issued. Click on the View button next to a report to view it in Influence.
To search across all reports using a keyword, click on the magnifying glass icon to activate the search bar. You can also use the social platform icons to sort your reports by All platforms or by Instagram, YouTube, or TikTok respectively. Use the Sort by filter to sort your reports by Name or Generated at (report issue date), and by ascending or descending order if desired.
What data is provided in an influencer report?
Influencer reports provide five main data categories — Overview, Audience, Performance, Content, and Lookalikes — with each category offering detailed subcategories of metrics.
Note:
The amount and type of data available in an influencer report is dependent on the social platform selected and how active the specific influencer is. More data will be available for certain social platforms and more active influencers. Visit our Discover Metrics article to see a full list of the available metrics.
Overview data
The Overview section of an influencer report will give you a broad view of statistics for the influencer.
You'll first see an AI summary about the influencer analyzing the influencer's content from the last 6 months or their most recent 100 posts (whichever is available).
Note:
To see AI Content Summary in your influencer reports, you must first enable it in your Influence Company settings.
- Select Settings in the lower-left corner of Influence.
- Select the Company tab at the top of the Settings page, then select the AI tab within Company settings.
- Toggle on AI features.
You'll also see key metrics such as their followers, engagement rate, comment-to-like ratio, audience metrics, and additional network-specific metrics where available.
You will also see an AI-generated analysis of the influencer's tones and topics. Tone of voice analysis shows the overall communication style of the influence. An influencer can have up to three tones assigned to their profile (e.g. Inspirational, Informative, Humorous). here are 15 predefined tones, and they are not mutually exclusive. Main topics analysis showing a breakdown of the key themes and subjects the influencer talks about, along with example posts for context and percentages showing how often each topic appears, so you can see which are most dominant.
Lastly, the Overview section will include some of the influencer's most popular posts.
Audience data
The Audience section of the influencer report will help you understand whether or not an influencer is a good fit for you in terms of audience and also how valuable their followers are for your purposes. You can choose between Likes and Followers for Instagram, or Subscribers and Commenters for YouTube.
The Audience Types metric breaks down the influencer's followers count by real followers, influencers, mass followers, and suspicious followers to interpret the health of the influencer's account. The Credibility and Reachability metrics estimate of how real the influencer's audience base is and predict how likely it is for the audience to see the content of the analyzed influencer. For example, users that follow more than 1,500 other accounts are less likely to come across your influencer's content, as their feed will be full of clutter.
The Audience section also offers some audience demographics to help you understand if the influencer’s followers or subscribers match your target group. You can look at Age & Gender, Location, Language, and Ethnicity.
The Audience Lookalikes section will provide a list of influencers that have a similar/overlapping audience as the analyzed influencer. You can use this information to identify new influencers to work with. Notable followers will show you what other influencers follow this influencer.
Lastly, Audience Brand Affinity and Interests help you understand how influential an influencer is on consumers or other influencers.
Performance data
The Performance section shows the growth of the influencer's account. See their followers count, engagement rate, comment-to-like ratio, followers credibility, average likes, and average comments. Other network-specific metrics may be available depending on the data for the influencer.
The Followers Growth chart tracks the total number of new followers since the report generation and the percentage follower increase since the previous month. The Engagement Rate chart tracks the influencer's engagement rate and compares it to a median of influencers with a similar following.
Content data
The Content section shows the influencer's Brand Affinity, Brand Sponsorship, and Brand Safety details, along with their popular and sponsored posts. Additional network-specific posts may be available to view depending on the influencer data available.
Brand Affinity and Sponsorships show the recent brands the influencer worked with. Sponsored posts will show the posts created for such partnerships. Getting an overview of the brands who sponsored the influencer recently will help you to make a more informed decision when choosing the creators you want to collaborate with, such as avoiding influencers sponsoring a direct competitor or selecting influencers who already partnered with brands that you share values with. Brand Affinity and Sponsorships data are currently available for Instagram only and are based on the last 25 sponsored posts published by the influencer.
Brand safety metrics and analysis are included in Discover reports to help you gauge whether or not an influencer could pose a risk to your brand based on their post content. Discover calculates brand safety by analyzing the past six months of an influencer’s posts based on default keywords/topics enabled in your Company settings, or custom keywords/topics that you choose to add for analysis. The default topics enabled are Alcohol, Drugs, Profanity, and Suggestive Content.
Tip:
Brand Safety functions as a keyword search across all languages, though the default topics are based on English keywords. To customize topics, add keywords in other languages, or enable/disable the default topics, navigate to your Company Settings > Brand Safety and tailor the topics to your needs.
Tip:
By adding your competitors as topics, the brand safety feature can also help identify if an influencer has mentioned your competitors in their posts.
Note:
If you change your brand safety topics/settings, you will have the option to refresh the brand safety section of the influencer report.
Under Brand Safety, you’ll see three main metrics:
- Total posts: Number of posts published by the influencer over the past six months.
- Sensitive posts: Percentage of posts analyzed as sensitive (total number of posts analyzed as sensitive divided by the total posts count for the period).
- Followers credibility: Percentage of the influencer’s audience analyzed as authentic accounts (e.g. real, active followers vs. bots or inactive accounts).
Underneath the main metrics, you’ll see a breakdown of the posts analyzed as sensitive by the brand safety topics you’ve added for analysis. If a topic has sensitive posts identified, you can click open the section to see the sensitive posts associated with the topic.
Lookalikes data
The Lookalikes section will provide a list of influencers who have a similar/overlapping audience as the analyzed influencer. As you scroll the list, you can click Analyze next to a lookalike influencer to generate a Discover report for them.
Favoriting or rejecting influencers
To streamline the process for vetting influencers with your team, you can choose to Favorite or Reject influencers from their influencer report. Favorited or rejected influencers will then be labeled for easy identification among your influencer reports.
- From within an influencer report, click the heart icon or x icon in the top-right corner to Favorite or Reject the influencer respectively.
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Once applied, a corresponding Favorited or Rejected label will appear on the influencer’s profile within the report, in search results, and in the reports list, making it easy for all team members to see an influencer’s status at a glance.
Note:
In influencer report search, rejected influencers will automatically be hidden from search results. You can check the Show rejected checkbox to the right of the search bar to include rejected influencers in your search results.
- You and your team can undo these actions at any time by clicking the + icon again and selecting Unfavorite or Unreject.
Refreshing an influencer report
Influencer reports that are older than 30 days will have the option to be updated. To get an updated report from your Reports list, hover over the influencer to see if they are eligible for a refresh (you will see the blue, circular arrow refresh icon appear), then click on the Refresh icon next to the View button.
Note:
Refreshing an influencer report will cost one Report token.
You will also find the refresh icon when you open an influencer report, next to the Export button.
Adding an influencer to your roster or campaign from a report
If you’ve decided you’d like to work with an Influencer, you can add them to your Influencers roster directly from an influencer report. Navigate into an influencer report and click the + Add to button in the top-right corner, then click Add to Influencers. Influence will ask you if you want to add this information to an existing profile in your Influencers roster or Create a New Influencer.
If you choose to create a new influencer, the screen will guide you through adding some required information if needed. When completed, The influencer will be added to the Influencers tool with all of the social accounts and contact information that was provided in the report.
If you would like to add an already-added influencer to a campaign, use the same + Add to button to add them to a campaign.
Exporting an influencer report
When viewing any influencer report, you will see the Export button in the top-right corner of the report. Clicking Export will allow you to select which sections of the report you’d like to include in your export, as well as give you the option to include your company logo on the report. When you are finished customizing your report, click Export once again at the bottom of the window, and your report will be emailed to you in PDF format.