HypeAuditor has become a key tool in identifying fraudulent influencer accounts; now it has added a new influencer discovery tool, enabling those frequently working with influencers to promote artists/releases and to more easily find the right fit.
The platform says it has a database of 11m+ influencers across Instagram and YouTube, scraping information from publicly available accounts using AI. The intuitive interface will then allow you to start your influencer search and narrow down results using assorted filters.
The first filter allows users to include up to three categories for one search (e.g. makeup, travel, sports). In this first step, marketers can define which audience segments the influencer campaign will target and in what content types the artist and their music will be presented.
Keyword filters help to be more specific in that you can search for influencers based on what they actually write about instead of focusing on just their broad category. The keyword search scrapes the influencer’s bio, posts and hashtags to find results, with HypeAuditor’s business development manager Nadya Markovskaya recommending, “The more potential keywords, the better.”
With the next filters, you can define the location, gender, age and language of the influencer and you can also opt to say if your search should only surface accounts of people or brands. On top of that, there’s an audience feature that allows you to define demographics as well as the market coverage of the influencer in terms of the percentage of their audience that is based in a certain market. For example, you could say that a minimum of 10% of the influencer’s audience should be based in Germany.
Depending on which platform you want to focus on for the influencer search, you can then further define certain values that are specific to the influencer’s account on either Instagram or YouTube.
For Instagram, you can define so-called “quality filters”, such as the number of followers and the minimum engagement rate (ER). It should be noted that this follower filter doesn’t only serve to find the biggest and greatest of influencers; it also helps you to ensure you’ll find the right individual more easily, whether you’re looking for nano-, micro- or macro-influencers.
As the sector has evolved, many now understand that one post with huge reach and not much engagement or authenticity is actually worth less than working with a selection of smaller influencers to get volume, variety, better engagement and hitting different audiences.
When it comes to ER, HypeAuditor recommends that you only engage with influencers who have an ER of at least 2%. There are some successful influencers who boast ERs of 5%, but anything at 2% and above is good.
HypeAuditor’s Audience Quality Score (AQS) dissects how healthy an influencer’s account is, basing that assessment on the number of fake followers and engagement they have. This is where HypeAuditor is leveraging its existing features which helps to filter out all low-quality accounts.
Markovskaya provides some context here and explains that an account should at least achieve a score of 50/100 to even be considered. She, however, recommends working with influencers who have an AQS of at least 70/100 to avoid marketing to an audience of bots.
What’s more, you can define that you only want to see influencers whose last post was no more than, say, three days ago to ensure you’re only surfacing influencers who post actively, based on how active you’d like that to be.
Even more interesting is the feature to filter by an account’s audience growth rate within the last seven days. Let’s say you’ve decided to work together with a bunch of nano- or micro-influencers, this can help in finding those accounts that are growing the quickest and are therefore poised to become one of the top tastemakers – but before they are so big that they get offers from all sides and the shine of their authenticity is dulled.
Similarly, when looking for YouTube influencers, you can filter by number of subscribers, average views, average reactions, average comments, comments and reactions rate.
Once you’re happy with how you have set your filters, you’ll get to a results page with those accounts meeting your criteria. Here, HypeAuditor provides the contact info of the influencer – as long as this is publicly available information – so that you can start reaching out immediately. You can also filter these results by metrics and you’ll be directed to their respective Instagram or YouTube profile. You can then choose to add influencers you find interesting to lists that can be created on the platform.
HypeAuditor offers a one-month free trial for its discovery tools, providing users with the top three results rather than the full list of eligible influencers. The starter tier is priced at $299 a month (including the platform’s other tools) and comes with limited features. While you can filter by category, keywords, location, followers/ subscribers and engagement rate, more advanced features such as AQS and growth rate are not included.
With the Pro account costing $599 a month for the full suite of HypeAuditor features, it becomes clear that this will be more accessible and useful for those music marketers who work with influencers on a larger scale.
Other solutions in the market include InData Labs, a platform that enables marketers to integrate its API into their existing platforms and search influencers across not only Instagram and YouTube but also Twitter, Twitch and TikTok.
For those who have a smaller budget to work with, Music Ally will feature a new startup (due to launch in a few weeks) in a future issue of sandbox.