The Go-To Checklist for Determining the Potential Value of a Media Influencer

The influencer sphere is a crowded space. Now more than ever, it has become increasingly difficult to determine those influencers who are best to engage and those to avoid – influencers not worth the time, effort or investment.

In determining the potential value of an influencer, I have found it helpful to look beyond the numbers, taking into account a set of non-quantifiable criteria. While the numbers are important and having a large reach is desirable, there are other factors that come into play when deciding whether to pursue a potential collaboration.

Audience: Is this influencer reaching your target audience? Will they help to spread the key messages you want to convey among the right types of people?

Content: What kind of content is this influencer producing? Are they producing it on a regular and consistent basis and will they be an appropriate “voice” for the brand they are representing?

Reputation: Have other organizations or agencies worked with this influencer before? Based on past knowledge and insights, are they easy to collaborate with and reliable? More importantly, do other influencers view this person in a positive light?

Connectivity: Is this influencer well-connected in the industry? Do they have an ongoing column in a well-regarded publication? Are they someone that could be pitched as an expert to various media outlets, which would ultimately result in more coverage for your brand?

Future Influence: Is this someone who has the potential to be a “rising” star? Five years from now, will not working with this person be seen as a missed opportunity?

While this checklist is by no means exhaustive, it’s certainly a good place to start when determining an influencer’s potential value. While quantifiable criteria like reach and frequency are important in the short term, evaluating non-quantifiable factors is essential in determining long-term potential and the best ROI for your digital strategy.

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