As a brand, of course you want to discover, recruit, and partner with influencers who deeply connect with their audience. But sometimes, this genuine connection and influence are difficult to quantify with traditional engagement metrics.
Fohr’s latest webinar, ‘How to Spot Invisible Influence: Recruit the Right Ambassadors,’ first defined invisible influence, shared helpful tools to spot it, and demonstrated invisible influence IRL with two special guest panelists, Hitha Palepu, CEO of Rhoshan Pharmaceuticals, Creator of #5SmartReads, Author of WE'RE SPEAKING and How To Pack, Speaker, Mom of 2, and Alexa Johnson, @glowopedia, 2022 #SephoraSquad Partner.
At Fohr, we know a certain type of influencer who moves the needle for their brand campaigns, but vanity metrics don’t reflect their true influence and how they connect to their community. We refer to this type of influencer as iceberg influencers.
The term 'invisible influence' was born out of our internal team's need to explain to brands how there is a pull underneath the surface that isn't visible at first glance--going beyond engagement rate or vanity metrics, such as content quality or follower size.
The under-the-radar metrics include Testimonials, trackable sales, engagement, and DMs, consistent over delivery on campaigns, blog traffic, Verified Reach, and demand. These are all of the things that contribute to someone's influence that brands on the surface cannot see from just looking at your profile.
If you want to hear more about this topic, check out our Negronis with Nord episode featuring our Sr. Creative Strategist Sophie Wood.