2. Methodology
The Validation of influencers to see if they are suitable for the JOKO purpose - #EndDomesticViolence
Social media conversation analysis from Brandwatch and Creator IQ
ANALYSIS
BUSINESS
QUESTION
Desktop Research
Check influencers social media
profiles and search results for
relevance and potential issues.
1 2 3
DATA
SOURCES/
TOOLS
USED
Verification & Recommendation
Check for potential fraudulent activity on
Instagram profiles, compare their
influence and levels of engagement to
recommend their overall effectiveness.
Validation
Validation of their social profiles.
Comparing their influence, levels of
channel engagement, audience
interests and relevancy to style,
music, comedy or sports
4. Summary Findings & Recommendation
Type
Total
Reach
Twitter
Follower
Twitter
Engagement
Authenticity Bio/Interest
Female
Audience
Other Brands
1 Pearl Pillay Macro 12K 11036 0.20% High Feminist, Politics 62%
Apple, Travelgram,
Nike
Starbucks
2 Danielle Bowler Macro 10.4K 5075 0.09% High
Writer, Feminist
Tiger
70%
Apple, Nike, Adidas
Zara
MAC Cosmetics
Vogue
Findings
• Both influencers are recommended as a good fit for Joko in terms of relevance to the brand and its
purpose (#EndDomesticViolence)
• Pearly Pillay has greater reach on Twitter but very inactive on Instagram.
• Danielle Bowler has highest engagement rate among the citizens on Instagram but also active on
Twitter
5. 5.3K
4.85%
5.1K
0.09%
10.4K TOTAL REACH
Danielle Bowler • Less follower on twitter but good
reach, especially on Instagram
• Writer & culture editor and also
interest in modelling and singing
• Actively participates in multiple events
• Content is mostly related to fashion
2
970
NA
11K
0.20%
12K TOTAL REACH
Pearl Pillay
• Good reach among the citizens on
twitter, engagement is also good
• Activist, Feminist, Communist
• Tries to increase awareness among
the citizens by her posts
• Handles a blog, content is related to
racism, communism and feminism
1
Influencer Summary (Ranked)
7. Social Reach
12K
TOTAL REACH
11036
FOLLOWERS
Audience
62% Female 38% Male
3%
<18
14%
35-44
55%
25-34
3%
>45
25%
18-24
Pearl Pillay
0.20%
ENGAGEMENT RATE
17.70
FAVORITES PER TWEET
4.45
RETWEETS PER TWEET
Twitter Stats
Top Audience Interests
78%
ZA
2%
IN
6%
US
2%
GB
TOP ETHNICITIES
1. Black 67%
2. White 30%
3. Asian 3%
4. Hispanic 1%
TOP BRANDS
Apple, Marvel Entertainment, Travelgram, Nike, Dc Entertainment
970
FOLLOWERS
NA
ENGAGEMENT RATE
NA
LIKES PER IMAGE
NA
COMMENTS PER IMAGE
Instagram Stats
Twitter Audience Engagement Instagram Audience Engagement
