Highwire Labs reviews the best in social influencer tools
In recent months, Highwire has seen increasing interest in influencer marketing and engagement from clients. While we currently use a platform called BuzzSumo to track influencers, we thought it could be time to kick the tires on other similar platforms.
Traackr was founded in 2009 to serve as search engine for people in PR/marketing to discover influencers for a particular audience. Whether looking for influencers in “Big Data”, “Internet of Things”, “Future of Work” or “Artificial Intelligence”, theoretically, Traackr should be able to identify them in its platform.
Traackr has a stylish UX and looks a little like Tweetdeck on steroids. Agencies can use it for their system of record to track influencer engagement, determine share of voice and easily identify the number of interactions. The service features reach and relevance scores for influencers, and is platform agnostic so one social media platform isn’t prioritized over others.
The major con with Traackr is its price point. This is an extremely pricy piece of software that costs thousands of dollars annually for a subscription — all without so much as a trial period. Additionally, the baseline option allows for only three campaigns. Hard pass from these PR professionals.
- Ability to track engagement and interactions
- Share of voice metrics
- Manual influencer profile upload
- Manipulated search results in order to find the best fit, whether it’s by largest audience or an influencer’s reach
- Price point and lack of trial option
- Not user-friendly or intuitive – requires training
- Sweet spot is B2B tech although Traackr works with consumer companies
Photo credit: Getty Images
Claiming to be the world’s largest social influencer database, InsightPool certainly didn’t disappoint in our initial demo. The company analyzes everything from social audiences and email database exports to uncover influencers and brand advocates that are most appropriate for client campaigns. What’s more, the platform allows users to sign up for a free trial before fully committing (Full disclosure: we’ve already signed up for two demos, both of which were able to meet specific goals outlined by our client).
Its user interface is easy to navigate, with cool features including scheduled social interactions, contact uploads and engagement monitoring. Once an influencer engages with you over social, you’ll also receive a notification in which you can schedule strategic responses via Twitter or Instagram. For example, after you receive a follow from a top target, you have the ability to slide into those DMs to personally thank them for being a fan of your content.
InsightPool also provides a unique social ranking system that ensures each and every influencer is right for your campaign. To do so, the platform scores each influencer in its platform using data sciences to determine true influence, including: Reach, Resonance and Relevance.
If we had to give it one critique, it would be its inability to easily compare share of voice among targeted influencers. While its segmentation feature provides analysis on what influencers are talking about, which brands are impacted and how their social network impacts your campaign, it could be presented a lot more clearly.
- Influencer segmentation
- Scheduled social engagements
- Full-service trial period
- Simple user interface
- No SOV tracking
- Complex presentation of analysis
Highwire Labs’ Take
If your clients are asking about influencer campaigns, get onboard with InsightPool — The free trial period should be enough to take care of any one-off campaigns. But consider making the investment if influencer marketing is increasingly being requested by clients.
Not only is the platform extremely user-friendly, the smart influence algorithms do a great job segmenting influencers, and its annual cost is significantly lower than that of its competitor. Believe the hype.
Post co-authored by Haley Rodriguez, Account Associate, San Francisco
Haley Rodriguez is an account associate in Highwire’s San Francisco office primarily supporting consumer technology clients. She graduated from California State University, Chico with a degree in journalism and has experience in social media management, news production and copy editing.