Xiensscrans partnered with Cadbury ice cream to promote their products to her audience of people interested in food content on Instagram.
Much like with performance metrics, audience demographics will also differ based on social platforms. As a general rule, TikTok audiences skew younger, while Facebook audiences are older. It’s british student data worth tracking the different audience demographics for each influencer across all of their platforms.
Authenticity on social media is a hot topic. According to our 2024 Influencer Marketing Report, 35% of Gen Z consumers rank authenticity as a top trait they care about when following influencers. So if it’s your first time learning how to hire an influencer, make sure the influencer you’re looking for is legitimate.
This means determining that their follower count and engagement rates are genuine. Otherwise, you risk working with an influencer who doesn’t have as active of an audience as it first appears.
In the below example, M&S Food partners with UK footballing legend Ian Wright. He’s a legitimate celebrity with his own influencer following, and they use his sporting background to help promote their healthy product range.
An Instagram post from M&S Food that partners with UK footballing legend Ian Wright, and promotes his authentic appreciation for their healthy product range
Ensuring influencer authenticity also means reviewing parts of an influencer’s profile that are harder to track. For example, figuring out whether they’re genuinely passionate and knowledgeable in the topics they’re discussing, and understanding their audience’s overall sentiment toward them.