A continuación, te explicamos cómo puedes evaluar la autenticidad y credibilidad de los influencers.

In my experience, a thorough profile analysis is the cornerstone of evaluating an influencer’s authenticity. For instance, I often look for a consistent posting schedule that aligns with the influencer's niche. Authentic influencers usually showcase a well-defined personal brand and content strategy that genuinely resonates with their audience. For example, one influencer I worked with consistently posted valuable content related to health and wellness, which naturally aligned with their expertise and audience expectations. This consistency and alignment are clear indicators of their authentic engagement and investment in their niche.

A análise do perfil do influenciador é muito importante no processo de escolha para uma campanha. Costumo falar que existem muitos influenciadores que não tem lastro, ou seja, não tem background suficiente para produzir conteúdo que se propõe a produzir. Então é necessário validar as credenciais desse influenciador e verificar se ele é autêntico, se tem constância, se interage com o público, se de fato tem valores que condizem com os valores da marca que ele irá trabalhar.

One thing I’ve found helpful is diving beyond surface-level metrics like likes and comments to assess the quality of engagement. Genuine interactions are characterized by thoughtful and specific comments rather than generic or repetitive responses. For example, an influencer I collaborated with had followers who engaged with detailed questions and discussions about the content, demonstrating a deeper connection and interest. This high-quality engagement is a hallmark of an authentic and engaged audience.

Nessa análise, é importante verificar a qualidade do engajamento desse influenciador. Verificar se há comentários autênticos e reais, se as views condizem com o engajamento, ou se é apenas interações comparadas para inflar os resultados perante as marcas.

In my experience, assessing follower authenticity involves scrutinizing the profiles of the influencer’s followers. Authentic influencers tend to have a diverse group of followers who actively engage with the content. For instance, I noticed that influencers with genuine engagement had followers who regularly commented and shared their posts, indicating active and real accounts. On the contrary, a sudden spike in follower count with minimal engagement is often a red flag, suggesting the presence of fake followers.

Da mesma forma que é importante analisar a autenticidade do engajamento, analisar a autenticidade dos seguidores é um ponto importante. Verificar se há seguidores reais ou comprados, analisar a taxa de crescimento de seguidor do influenciador e entender se ele está numa crescente ou apenas perdendo seguidores devido a um ganho desproporcional ao seu conteúdo atual.

Como falado acima, a consistência de publicações é importante. Muitas vezes influenciadores viralizam um conteúdo mas não tem frequência, constância necessária para manter a qualidade das publicações. Isso a longo prazo vai prejudicar os resultados. Muito, inclusive, fazem mudanças bruscas do tipo de conteúdo, podendo perder todo o engajamento obtido anteriormente pela autenticidade daquele conteúdo.

One time at work, I noticed that an influencer's content consistency played a crucial role in maintaining their credibility. Authentic influencers post regularly without overwhelming their audience, and their content evolves naturally. For example, one influencer I managed consistently shared educational content about digital marketing, gradually incorporating new trends and tools, which kept their audience engaged and informed. Abrupt changes in content style or frequency can signal a lack of authenticity or strategic direction.

One thing I’ve found helpful is ensuring that there is a strong alignment between the influencer’s brand and the values of the company I represent. Authentic influencers carefully select partnerships that resonate with their personal brand and audience. For instance, I once collaborated with an influencer whose eco-friendly lifestyle perfectly matched our sustainable product line, resulting in a credible and effective partnership. Misaligned collaborations can appear forced and diminish the authenticity of both the influencer and the brand.

In my experience, observing how influencers interact with their audience is vital. Authentic influencers engage in meaningful conversations and respond to comments and messages, fostering a two-way dialogue. For example, an influencer I worked with made it a point to personally reply to DMs and comments, creating a community feel and showing their commitment to their followers. On the other hand, influencers who rarely engage or provide superficial responses may not be as invested in their audience.

One time at work, I noticed the importance of evaluating the long-term impact of influencer collaborations. Besides the immediate metrics, consider the sustained engagement and brand loyalty generated by the partnership. For example, a successful collaboration I managed not only boosted short-term sales but also resulted in a long-lasting relationship with the audience, leading to repeat purchases and strong brand advocacy. By sharing these insights, you can contribute valuable, real-world perspectives to the LinkedIn community, enhancing your reputation as a top voice in influencer marketing.