Intro
When a brand is considering an influencer partnership, it is important to take a step back and identify influencers that align with campaign goals and the brand itself. With the selected dataset of 1,000 Instagram influencers, I have built a tool to score and rank influencers based on the 3 R's – Reach, Resonance, and Relevance.
What are the 3 R's?
Reach – What is the sum of their followers across relevant social channels?
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With this dataset, I will only be looking at Instagram followership (‘Followers’ column), but with the additional data, there is the potential to include an influencer’s entire social footprint.
Resonance – How does the influencer’s audience resonate with their social content?
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In order to score resonance, the tool will use an engagement rate (‘Authentic Engagement’ per post / ‘Followers’). Engagement rate assess the average number of interactions on a social post per follower. On Instagram, engagements include likes and comments.
Relevance – Does the influencer share content on topics relevant to the brand?
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With this dataset, I will use the ‘Category’ column to determine relevance. For instance, if a brand is looking for an influencer that posts 'beauty' content, then the tool will score influencers who fall under these categories higher.
How is the "Score" Calculated?
Each influencer will recieve total "score" calculated by adding the Reach, Relevance, and Resonance columns.
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Reach will be computed by normalizing the Followers column.
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Resonance will be computed by calculating the engagement rate (‘Authentic Engagement’ per post / ‘Followers’) and then normalizing that value against all other influencers' engagement rate.
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Relevance will be computed by counting the occurrences of a specific keyword or keywords in the Category column. This column will not include a normalized score.
Example Research Question
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Who are the top "modeling" AND "lifestyle" influencers?
Python Code
