The best Influencer #tools are the original tools that come with the social network itself: Instagram app for Instagram, Twitter app for Twitter, Facebook app for Facebook. Frankly saying, most third-party tools are still too general and won’t address the specific brand and product that YOU are building.
So many reputable writers and blogs publish articles with titles such as “Top 8 Free Influencer Marketing Tools for Social Media,””15 FREE Micro-Influencer Marketing Tools to Find Influencers,” “4 Tools to Find and Manage Influencers,” and “9 Influencer Research Tools to Keep You Organized and Effective.”
Well, as my grandma used to say: even if the entire world sees something and you don’t see it, it doesn’t mean that you are wrong…
As someone who is deeply involved in the Influencer business, I have tried them all – from the brand side, and from the Influencer side – and my conclusion is:
Influencer Tools as of today are still have room for improvement
It would be great if there was a tool (hopefully inexpensive) where one could input brand info/”parameters,” choose a type or category of Influencer (in a painless way, hopefully) and voilà — the tool would match you with amazing Influencers who were a perfect fit for the brand.
That does not happen (yet).
The existing tools are not there (yet).
Influencer tracking is relatively easy for very general inquiries, or searching by “super-categories,” and if that’s what you want, then that’s all good. But you need a LARGE budget to hire Influencers at the top of those super-categories.
For example, FameBit, one of the biggest platforms for finding Influencers, only has a few filters such as age, gender, and a few super-categories. I’m out of luck if I want to hire an influencer whose focus is ‘pumpkins’ (see example) or ‘flowers’!
Yes, I can fit all of my search needs into 5 categories — NOT!
For example, try to find a food blogger* Influencer using Followerwonk:
Followerwonk shows you a lot of interesting Influencers, but the results leave out Instagram Influencers, even though Instagram is the most important platform for Influencers.
The same is true with the very famous BuzzSummo:
The search results are just incredibly general.
If you want to do a “long-tail” search — for example, finding an Influencer for “red summer shoes” & “Detroit” … you’re out of luck!
Next – influencer.co:
Btw – I “love” influencer.co’s “model” homepage – wow, I’m speechless:
Some of these tools can only be used if you already know the Influencer’s social media handle…. how does that help you find a new Influencer to work with?
[bctt tweet=”Long tail search does not produce results on most of the Influencer #Tools… That’s a no go if you are looking to identify niche #Influencers for your brand. Your best choice is still manual search.” username=”dearmishudad”]
The issue may not entirely be the fault of the Influencer tool developers. Perhaps they just don’t get enough data from the social media API.
However, the result is that these tools are not all that useful for Influencers either. Dear Mishu gets this a lot…
SocialNative has shown this same status for Dear Mishu for the last few months. Yet plenty of brands do hire her, but they have to know her to make the connection on their own. The tool won’t make the recommendation.
Microfluence*** & Tomoson.com.com– no change since day 1:
Same case with “shopandshout.com”: 0 paid campaigns were available
Now you might say — maybe it’s you! Maybe DearMishu just isn’t what brands are looking for.
I suspect that the campaigns close before an Influencer is selected because these platforms just do not make the right matches that are attractive to the brand. In fact, I know that, because I’ve been on the other (brand) side too — and was never able to find a good match for any of my campaigns.
So – not useful for Influencers looking for sponsorship, and not useful for brands looking for Influencers.
And that is why I am concluding – as of now – that Influencer tools are still immature, and that the best method is to search manually using the native app of the social media platform. Find out how to search manually for Influencers here.
*** Bankrupted by now.
SMI* = Social Media Influencers