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:
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 and 250 reports for Standard users. Reports are unlimited for Premium users. Standard 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 three main data categories — Account, Audience, and Posts — with each category including subcategories of metrics such as Account Analytics, Brand Safety, Brand Affinity & Sponsorship, Audience Age & Gender, Audience Location, or Follower Quality.
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. Hover over the tooltip next to each metric in an influencer report to get a detailed description of what data is available, or visit our Discover Metrics article to see a full list.
Account data
The Account section of an influencer report will help you gauge the health of the influencer’s account. Under Analytics, you'll see metrics for the influencer's Followers, Followers Credibility, Average comments, and Average likes, including network-specific metrics where available.
The Followers Growth graph will show whether an account evolves organically and naturally over time, or if there are some bumps due to events or actions such as buying followers or drastically losing them.
Just below the Followers Growth graph, you’ll find the Engagement Rate graph, which helps you understand how good the influencer's engagement rate is compared to other profiles with a similar number of followers. The further right on the graph the influencer places, the better their engagement is.
Brand Affinity & Sponsorship shows the recent brands the influencer worked with and the posts they created for such partnerships. Getting an overview of the brands sponsored recently by the influencers 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 & Sponsorship is currently available for Instagram only and is based on the last 25 sponsored posts published by the influencer.
Other information included in the Account data is the influencer’s Account Brand Affinity and Account Interests, which can help you further understand an influencer’s brand environment. The Account Lookalikes tab analyzes profiles that are similar to the influencer in terms of their topics and content.
Brand safety
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.
In a Discover report, select Brand Safety in the left-hand report sidebar to view the influencer’s brand safety analysis.
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.
In a Discover report > 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.
Audience data
For influencers you consider working with, it is a good idea to analyze their followers or subscribers. 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 Comments for YouTube.
Under Audience Quality, take a look at the Credibility and Reachability metrics to get an estimation of how real the influencer's audience base is and a prediction of 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 includes a breakdown of the audience demographics to help you understand if the influencer’s followers or subscribers match your target group. You can look at Age & Gender, Location, Ethnicity & Language, Audience Brand Affinity, Audience Interests, and Notable Followers, which can help you understand how influential an influencer is on consumers or other influencers.
Lastly, the Audience Lookalikes tab 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.
Posts data
The Posts section of the influencer report can help you determine if the content the influencer publishes fits your brand. You can choose to look at Popular Posts for Instagram, YouTube, or TikTok, as well as Sponsored Posts or Frequent Tags for Instagram. Each post also offers a likes and comments count and link to the native post to help you understand what type of content works best in the influencer’s feed.
Refreshing an influencer report
Influencer reports that are older than 30 days will have the option to be updated. To get an updated report, hover over the influencer to see and 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 the 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 + 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.
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.