The 13 Best Influencer Marketing Tools to Use in 2024

Feeling like your marketing is stuck on silent? Influencer marketing can be your secret weapon, just like it was for Duolingo. Remember that hilarious YouTube video where those famous pranksters Chunkz and Yung Filly attempted a Colombian recipe challenge – entirely in Spanish?

That wasn’t just random entertainment. It was a strategic influencer marketing campaign by Duolingo, and it demonstrates the incredible power of this approach.

Pssst… It can work for you too!

Influencer marketing tools are software that help to identify, engage, and manage relationships with influencers. These tools have features like influencer discovery, campaign management, performance analytics, and payment facilitation. They are crucial for effectively scaling influencer strategies, measuring the ROI of campaigns, and ensuring that brands connect with influencers who resonate with their target audiences.

With the right influencer marketing platforms and tools, it won’t be that hard. But which one will be the right one?

Let’s find out!

Top Influencer Marketing Tools:

1. Brand24
2. Audiense
3. BuzzStream
4. Traackr
5. Upfluence
6. NeoReach
7. BuzzSumo
8. TapInfluence
9. CreatorIQ
10. TrendHERO
11. Onalytica
12. Mavrck
13. Aspire

01 Brand24

Free 14-day trial.

Brand24 is a social listening tool fantastic for enhancing your influencer marketing strategy.

This tool tracks discussions across various platforms, including social media, blogs, and forums, and gives you insights about how your message spreads online.

Ok, but if I designed my influencer campaign for social media – why bother to track other media?

The thing is, you never know where the message will spread. Even if you defined your target audience an it’s just on TikTok – your campaign will likely go beyond the promotion channel.

Monitoring other online sources gives you a comprehensive view of your influencer marketing efforts.

So, here’s a breakdown of the Brand24’s features that will boost your influencer marketing campaigns:

1. Finding influencers

You can use Brand24 to find and evaluate influencers. The tool monitors specific keywords, hashtags, and industry topics to identify the most suitable influencers.

You can filter results by:

• Followers
• Site (platform)
• Number of mentions
• Share of Voice
• Influence

Plus, you get e special influencer score that gathers all those metrics above to simplify your influencer discovery and avoid fake influencers.

1. Campaign performance

Once influencers are chosen, Brand24 tracks your campaign performance. It can analyze media mentions about your brand, hashtag, campaign name – generally any keyword you want. And gives you real-time insights into reach and impact.

This helps to adjust your strategies to improve engagement and the overall performance of your campaigns.

1. Engagement opportunities

Brand24 enables quick engagement with influencers and their audiences thanks to finding relevant brand mentions.

Is it worth the effort? More than you may think!

Engaging in those conversations is a fantastic way to boost brand awareness and build community.

1. AI-based anomalies management

The tool offers alerts for any unusual spikes and potential PR crises, allowing you to respond quickly and protect your reputation. Plus, it gives you a straight answer into what caused the spike in mentions:

And here’s a real game changer. Brand24 offers its own AI-powered brand assistant. With this feature, you get all the most important insights at your fingerprints.

See for yourself!

I asked what Influencers would be the best for an Instagram-focused campaign for Duolingo, and here’s the answer:

As you see, it’s not just a basic list, but a whole breakdown with a focus on:

• sentiment
• relevance
• audience demographics

02 Audiense

Audiense is a social media analytics tool with fantastic influencer marketing features. It enables brands to identify and segment their audience.

It helps brands execute successful influencer marketing campaigns by identifying and connecting with relevant influencers who can engage their specific target audience.

Using this tool, brands can enhance their outreach by targeting influencers whose followers best match their ideal customer profile.

Key features:

• Audience demographics
  Allows precise targeting by segmenting social media audiences based on demographics and interests.
• Influencer identification
  Identifies key influencers within specific audience segments – an easy boost for targeted outreach.
• Advanced analytics
  Provides detailed insights into audience behavior and engagement patterns.

But keep in mind that some users find Audiense’s dashboard somewhat complex to navigate, and the pricing might be higher than other tools in the market.

03 BuzzStream

BuzzStream is a digital PR and outreach platform. It offers excellent features for managing influencer relationships and tracking campaign progress.

This platform can help you streamline your influencer outreach, making it simpler to:

• establish connections with influencers
• manage ongoing conversations
• sustain long-term relationships

BuzzStream also helps in identifying potential influencers, ensuring you connect with the right people for your campaigns.

Key features:

• Link tracking and management
  Monitors the impact of shared links on web traffic and engagement, essential for evaluating influencer effectiveness.
• Relationship management
  Helps organize and nurture influencer relationships, ensuring continuity and depth in partnerships.
• Email tracking
  Keeps tabs on email exchanges with influencers, optimizing communication and engagement strategies.

However, potential users should note that BuzzStream’s interface might feel outdated to some, and customer support is considered slow.

04 Traackr

It is a robust influencer relationship management platform that provides insights to enhance influencer marketing strategies.

This platform enables to discover and evaluate influencers. It guides the selection process to make the influencers match the brand values.

Key features:

• Performance analytics
  Offers deep dives into influencer reach, engagement, and conversion metrics to gauge campaign impact.
• Influencer discovery
  Uses a vast database to find influencers by various criteria, including audience alignment and content relevance.
• ROI tracking
  Provides tools for detailed return on investment analysis, helping brands to allocate their marketing budgets strategically.

Be aware, though, that Traackr can be quite expensive, which might put it out of reach for smaller brands or those with limited marketing budgets.

05 BuzzSumo

BuzzSumo is known as a powerful content research tool. But it’s also a great platform for influencer marketing. It helps identify influential content creators in specific areas.

How?

By pinpointing the most impactful content across social networks and identifying the influencers who are key to driving this content engagement.

Key features:

• Content virality tracking
  Tracks the spread and impact of content across social platforms, identifying top-performing posts.
• Influencer discovery
  Enables searches for influencers based on their expertise in specific topics and their historical content performance.
• Engagement metrics
  Delivers comprehensive insights into how different types of content perform, helping to strategize more effective influencer collaborations.

Note, however, that BuzzSumo’s emphasis on content trends rather than direct relationship management might limit its application in some influencer marketing strategies.

06 Upfluence

Upfluence is an influencer marketing platform that integrates seamlessly with social media and e-commerces. It is particularly effective in providing immediate, actionable data on campaign performance, which makes it possible to adjust campaigns in real-time.

With its e-commerce integrations, such as with Shopify or Upfluence, it is especially useful for brands aiming to drive direct sales through influencer marketing.

The platform automates many aspects of the influencer collaboration process, from the initial outreach to the final payment.

Key features:

• Live data access
  Provides up-to-the-minute insights into influencer engagements and audience reactions, crucial for agile marketing.
• E-commerce integration
  Links directly with e-commerce platforms to streamline influencer-driven sales initiatives.
• Automated workflow
  Simplifies the management of influencer campaigns with tools for automation throughout the campaign lifecycle.

Potential users should consider that Upfluence’s extensive feature set can be complex and possibly overwhelming and its cost may be too much for those on tight budgets.

07 NeoReach

NeoReach is an influencer marketing platform designed to simplify the process of creating, managing, and analyzing influencer campaigns for brands. It is particularly favored for its robust data analytics and campaign management tools.

Key features:

• Real time data-driven insights
  Provides detailed analytics on influencer performance.
• Customizable campaigns
  Offers tools that allow for complete customization of campaigns to align with brand goals.
• Influencer payments management
  Manages all aspects of influencer compensation, ensuring smooth transactions.

However, NeoReach’s pricing can be steep, which may make it less accessible for smaller brands with limited budgets.

08 TapInfluence

TapInfluence is a streamlined influencer marketing tool that automates influencer marketing campaigns. It offers a robust database of influencers across various niches.

Key features:

• Automated influencer matching
  Automatically matches brands with influencers that align with their target demographics.
• Performance analytics
  Tracks and analyzes the performance of campaigns for better ROI evaluation.
• Content management
  Provides tools for managing and approving influencer content before it goes live.

TapInfluence is generally well-regarded, though some users may find its analytics less comprehensive than other platforms.

9 CreatorIQ

CreatorIQ integrates advanced technology to help enterprises manage influencer campaigns with a focus on authenticity and scalable influencer relationships.

Key features:

• AI-Powered insights
  Uses artificial intelligence to provide deeper insights into influencer engagement and authenticity.
• Comprehensive reporting
  Offers detailed reports that track everything from reach and impressions to engagement.

While CreatorIQ offers many features, its enterprise focus may make it too complex and expensive for smaller businesses.

10 TrendHERO

TrendHERO is a tool specifically designed to offer detailed analytics for Instagram campaigns, focusing on fake followers and engagement rates.

Key features:

• Fake follower detection
  Helps brands identify influencers with high percentages of fake followers.
• Engagement analysis
  Analyzes engagement rates to ensure influencers’ audiences are active and genuine.
• Competitor tracking
  Allows brands to compare their results with competitors’ strategies on Instagram.

The platform’s niche focus on Instagram might make it unsuitable for brands looking for a broader social media reach.

11 Onalytica

Onalytica specializes in connecting brands with relevant influencers by using relationship maps and content engagement analysis.

Key features:

• Relationship mapping
  Creates visual maps of influencer relationships to identify key influencers.
• Content engagement analysis
  Analyzes the impact of content shared by influencers.
• Influencer engagement tools
  Provides tools to manage and enhance interactions with influencers.

Onalytica’s strengths in relationship mapping make it a unique tool, but its niche focus may not be ideal for all marketing strategies.

12 Mavrck

Mavrck helps brands to manage influencer-generated content across different platforms. And, makes it in one place!

Key features:

• Multi-platform support
  Supports campaign management across various social media platforms.
• Influencer-generated content management
  Facilitates the creation and distribution of content by influencers.
• Engagement analytics
  Provides detailed analytics on how well campaigns are performing in terms of engagement and reach.

Mavrck’s broad platform support is a plus, but its user interface may require some time for new users to navigate efficiently.

13 Aspire

Aspire (previously AspireIQ) is a comprehensive influencer marketing platform that is designed to streamline the collaboration process between brands and influencers.

It is particularly noted for its ability to manage large-scale campaigns and facilitate meaningful partnerships through a community-driven approach.

Key features:

• Community building
  Focuses on building long-term relationships between brands and influencers to foster a sense of community.
• Campaign automation
  Automates the workflow of influencer campaigns from recruitment to content approval and analytics.
• Detailed reporting
  Provides detailed insights into campaign performance, influencer engagement, and ROI.

AspireIQ offers a highly intuitive platform that simplifies complex processes, making it accessible for both large enterprises and smaller brands.

However, the focus on large-scale and long-term collaborations might not suit all businesses, especially those looking for quick, one-off campaigns.

What are the most important features of a great influencer marketing tool? 

A few years back, when I started working in marketing, the influencer marketing scene was just taking shape.

Back then, choosing the right influencer marketing tool felt like a nightmare. Every tool promised the moon, but most didn’t even cross the Kármán line.

Fast forward to today, and it’s on a whole different level.

Picking the right tool is no longer a quest through uncharted territory but simply choosing what answers your particular needs.

Here are a few steps to follow when choosing influencer marketing tools:

• Determine your needs
  Do you know what you need most from an influencer marketing tool? Is it finding influencers, tracking campaign performance, or managing relationships? The goals you have will impact which tool would be the best for you.
  
  For instance, if you are running a comprehensive influencer program, you will need tools that can manage relationships, create engaging content, and measure the impact of your campaigns.

• Check influencer discovery
  Ensure the tool can help you find and evaluate influencers effectively. Look for features that allow you to search by niche, reach, and other key influencer marketing metrics.

• Evaluate campaign management features
  If you want to execute complex campaigns – the tool should offer features to plan, execute, and monitor your campaigns. This includes scheduling posts, tracking hashtags, and analyzing performance in real-time.

• Test for compatibility
  Many tools offer free trials. Use them to see how well the tool integrates with your existing marketing stack and whether it meets your specific needs.

• Check integration
  Make sure the tool integrates seamlessly with social media platforms you’re active on, such as Instagram, Twitter, and Facebook, and any e-commerce platforms you use.

• Consider ease of use
  A tool should be intuitive and user-friendly. It’s important that you can navigate its features easily and it doesn’t require extensive training to use effectively.

• Look for relationship management features
  Good tools help you manage and nurture relationships with influencers. Features like communication logs, payment processing, and contract management are vital for maintaining strong partnerships.

• Read user reviews
  See what other marketers and influencers are saying about the tool. User reviews can provide insights into the reliability and effectiveness of the tool in real-world scenarios.

By following these steps, you can select an influencer marketing tool that fits your specific needs and helps enhance your brand’s influence online.

Conclusion

If marketing campaigns were smoothies, influencers would be the secret that makes your drink the Erewhorn one!

The right influencer marketing tool ensures everything is mixed perfectly. After all, a perfect smoothie is not just about ingredients. It’s about blending them to bring out the best flavors of your brand.

If you’re okay just paying an influencer and having no idea what happens next – don’t bother with a specialized tool. 

But if you want to track the effectiveness of your campaigns, engage with your audiences in real time, and truly understand your return on investment, then a specialized tool is essential.

Final thoughts:

• Always start with your goals: Before buying the most exciting tool, pin down what you want to achieve. This clarity will guide your tool choice, ensuring it answers your real needs.
• Engagement over numbers: Don’t just look for influencers with huge followings. Engagement rates, authenticity, and audience relevance matter more for lasting impact.
• Think long-term: Building relationships with influencers can be more fruitful than one-off campaigns. Choose tools that help nurture these connections over time.

All clear? Start with a Brand24 trial and boost your influencer marketing!