This information comes from the website of our audience analytics partner HypeAuditor.
AQS is a 1-100 metric, a benchmark to measure your overall quality in the influencer marketing industry.
Influencers with AQS 100 are most likely to have a high-quality audience, nevertheless, having an AQS of 50-60 is not a disaster. The ones with AQS 20 belong to a low quality group of influencers who don't have any impact on the level of sales anyway. AQS is distributed consistently, it's a rare case to spot some boundary value here.
AQS is the result of 8 metrics which are split into 4 key categories:
- Engagement Rate (ER) (% of followers who are engaged with the influencer’s content). Have a closer look at a user's account if an ER is quite high. Where do all the likes, comments and followers come from?
- Active Audience Type (% of real people among influencer's followers). Check the percentage of real people and Influencers among the Active Audience Type. The level of Mass Followers and Suspicious Accounts should not exceed 25% from the total number of followers.
- Growth (abnormal activities detected in Followers & Followings graphs). Watch out for the sudden spikes on the graphs, it could be an indication of followers purchasing or the usage of follow-unfollow services.
- Comments Authenticity (% of recent comments which come from accounts that don't participate in Engagement Pods). Usually the low level of Comments Authenticity is a hint to pay more attention to the Instagram user's audience. Perhaps they are all part of some private group chats on Facebook, Telegram or other platforms to boost their engagement.
AQS is a high level score, thus to get a bigger picture we advise to look into a HypeAuditor report metrics at a closer level.
What will make you stay ahead of the curve as a high quality influencer and set a certain type of standard in the field of influencer marketing?
Simply add an Audience Score Metric (AQS) benchmark along with an ER level into your media kit in order to stay several steps ahead of your peers.
Unfortunately, agencies are used to making wrong assumptions regarding the real value of each influencer based on an ER level only. It is quite a major pitfall for brands, since Engagement Rate is not an indicator of its comments, likes and followers quality.
The easiest way is to check who tends to like and comments on your posts on a regular basis. Are those people real or perhaps your ER can simply come from a bunch of suspicious accounts and mass followers who boost an ER in an artificial way.
If you've recently spotted a gradual decline in an AQS level, it's in your interests to tackle this issue in the most effective way by simply checking your Followers Quality. The usage of so-called follow-unfollow methods (Mass Followers) to artificially boost your followers count. At the same time the implementation of such inauthentic methods in practice will bring the Followers Quality level down quite drastically.
If some anomalies, such as abnormal growth, are identified in the Growth metric, then there were most likely used some methods used to inflate the followers numbers artificially.