5 Influencer Marketing Tools (& What They Really Do)

With organic reach on Facebook declining by as much as 50% due to the EdgeRank tweak in December, brands are turning to influencer marketing tools to boost their results on social media. This article will help you make sense of all the influencer marketing options out there, and which are best for your brand strategy:

1. Social Scoring Tools


Influencer Spectrum: All

Primary Network: Twitter

Data Type: Public

Strength: API

Primary Customer: Community Managers

Social scoring platforms are trying to form a credit score for social media, and primarily leverage the public data on Twitter. While they score all types of influencers across the spectrum, social scoring tools are primarily focused on social media mavens, using celebrities like Justin Bieber and Obama as the basis of their scoring algorithms. They also focus mainly on identification of influencers, leaving brands to figure out how to leverage the influencers appropriately. A key strength of social scoring platforms is their API access, which allows developers and marketers to systematically query for an individuals influencer score. The most infamous of the social scoring platforms is Klout, which enable users to give K+ to others who influence them on specific topics.  This has lead to their latest app, Cinch, which has little to do with influence, and is more of a mobile version of Quora.


2. Influence Analytics Tools


Influencer Spectrum: Industry Professionals

Primary Network: Twitter

Data Type: Public

Strength: Shortlist of Highly Targeted Individuals

Primary Customers: Publicists

These tools crawl publicly available data on Twitter and websites to analyze the influence of people like journalists and company executives. Publicists tend to use these types of tools to build a shortlist of individuals who they can target with a pitch on behalf of a relevant brand, which makes these tools great for both B2B and B2C brands. The most well known of this type of tool is Traackr, which does a great job of identifying the influencers with publicly available data. However, Tracckr still requires the brand to determine the best way to leverage the shortlist of 25 or so industry influencers.


3. Blogger Outreach Tools



Influencer Spectrum: Bloggers

Primary Network: WordPress

Data Type: Public

Strength: Making Blogger Outreach Less Painful

Primary Customers: Community Managers

Blogger outreach platforms pool together a marketplace containing thousands of a bloggers, and allow brands to submit proposals on a specific stories, content or giveaway concepts. Bloggers can then choose whether or not they like the concept, and get paid for writing/promoting the concept on their blog and associated social media channels. These tools make it extremely easy to connect with bloggers at scale, but also run the risk of cheapening your brand with spammers trying to make a living off clicks from their followers.

4. Product Review Tools


Influencer Spectrum: Bloggers & Citizens

Primary Network: Twitter

Data Type: Public

Strength: Growing Word of Mouth Reviews for your Brand

Primary Customers: Brand Managers

Product review tools allow users to complete surveys or post reviews about free samples they receive, helping brands drive word of mouth reviews about new products. These tools also run the risk of the blogger outreach tools: cheapening your brand with spammers trying to make a living off product reviews. Occasionally, the reviewers aren’t even that influential, since their online friends are often other giveaway reviewers.


5. Influencer Activation Tools

Colouful speech bubbles

Influencer Spectrum: Citizens

Primary Network: Facebook

Data Type: Private

Strength: Focus on Activation

Primary Customers: Media Buyers and Digital Marketers

Influencer activation tools like Splashscore take influence marketing to a new level, by activating influencers for a brand, not just identifying them. By inspiring influencers to complete digital actions on behalf of a brand, Splashscore can drive 20x more clicks, likes and leads than a standard social ad or post. The key to this lies in the opt-in private access to Facebook data that Splashscore receives from their influencers. This allows for deep insight into the topics someone generates the most engagement around, and how to get them to generate engagement around branded content.


The Influencer Spectrum


  • Higher individual reach
  • Fewer in #
  • Easier to identify
  • Expensive to activate
  • Less trust from followers


  • Smaller individual reach
  • Greater in #
  • Harder to identify
  • Cheaper to activate
  • More trust from followers



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Author Mavrck

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About Mavrck

We all know word-of-mouth is the most effective form of marketing, but word-of-mouth automation at scale has always been a challenge. At Mavrck, we harness the power of human-to-human marketing at scale by tapping into your most valuable asset: existing customers with influence.

By focusing on influential customers who engage a high percentage of their friends around a brand's relevant topics or keywords, Mavrck's patented micro-influencer marketing platform powers consumer brands like Hershey's, Sears and Unilever to discover and activate millions of their micro-influencers to distribute content and drive conversions across social networks.

On average, our "always-on" activation engine will get 3 friends to convert for every 1 micro-influencer activated.