When you’re trying to get the word out about your brand, you want to be sure that you’re finding influencers that are going to tell everyone what is going on. The hardest part of finding influencers is knowing which ones are actually getting a lot of traction and which ones just went ahead and bought their followers. Here are a few things to look for.

  • Reach: how many people the influencer reaches.
  • Resonance: the extent to which people are influenced.
  • Relevance: how relevant the influencer is to your audience

In simple terms, when an influencer posts any sort of content, look at what percentage of their followers like, comment or engage with that content. Doing a quick scan of their social media profiles, from the content they post to the different types of people that are engaging with the content, you will quickly be able to weed out the fakers. If the majority of their content is from the same people or from profiles that have no profile image or no post on their own profile, chances are you should run the other way.

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