Is influencer database and marketing software a good fit for your team?
The creator space is overflowing with talent and identifying influencers in this $13.8 billion industry can be challenging. While there’s no shortage of creators to promote your brand, the real issue is the time-consuming process of finding relevant, vetted influencers.
With millions of potential influencers available, the discovery process becomes overwhelming. Scaling your campaign to include hundreds of creators may seem nearly impossible without the right platform.
To tackle this, some brands leverage influencer databases to expedite their search. However, whether it’s the right move for your team depends on your bandwidth and a few other factors. This post outlined the pros and cons of influencer database and marketing software below for you to consider.
What is Influencer Database Software?
Influencer Database Software is like a supercharged search engine for social media influencers. It’s a directory that contains:
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Social media handles and contact info
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Industry and interests
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Follower count and engagement rate
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Cost per post
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Location and demographic
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Active platforms
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Content types (videos, how-tos)
Brands use it to quickly find influencers by entering keywords related to their industry or product. For instance, if you sell cloth diapers, you can find influencers in the parenting niche. The software then lets you filter results based on platform, price, or engagement rate.
When choosing an influencer platform for brands and agencies, consider factors like functionality and ease of use.
Pros of Influencer Database Software
Now that we understand what databases are, let’s explore the advantages of investing in one.
Save Time Across Social Platforms
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Searching for influencers on Instagram involves a lot of manual work—hashtags, bios, captions.
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Repeat the process for TikTok, YouTube, and other platforms.
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A database consolidates these details, saving time and effort.
Swift Assessment of Influencer Performance
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Databases enable filtering by engagement rate or follower size.
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Easily find micro-influencers meeting specific audience engagement criteria.
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No need to manually crunch numbers; databases provide quick insights.
Effortless Access to Influencers’ Email Addresses
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Most databases list influencers’ email addresses.
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Eliminates the need to search for contact information.
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Note that communication preferences may vary for different influencers.
Enhanced Outreach Success
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Opt-in databases ensure confident outreach as influencers have expressed interest.
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Aggregated databases vary in quality; pricier platforms maintain high standards by regularly updating their lists.
In using influencer databases, there are some drawbacks that brands often overlook until after they’ve started using them. Here’s a breakdown of the cons:
Cons of Influencer Database Software
You’re Still in Charge of Key Tasks
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Creative briefs
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Campaign reporting
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Tracking influencer performance
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Content review
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Negotiating costs
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Fulfillment and shipping
Cost Considerations
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Database software costs vary widely, from around $200 to over $4,000 per month.
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Annual billing is common, making it a significant financial commitment, not including influencer compensation.
No Guarantee of Content
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Database access doesn’t guarantee content; your outreach efforts still need to be effective.
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You’re responsible for managing creators, and the investment without guaranteed content can be risky.
Need for a Dedicated Team Member
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To maximize the database, consistent outreach and follow-ups are crucial.
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Hiring a dedicated team member is necessary, as the process can be time-consuming.
With database software, it’s a “you get what you pay for” deal. Understanding your campaign management needs and databases can be a real-time-saver compared to manual work.
