American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Which factor is essential when evaluating the effectiveness of an influencer?

1. Number of followers alone

2. Engagement rate with the audience

3. Previous brand partnerships

4. Quality of social media content

The correct answer is: Engagement rate with the audience

When evaluating the effectiveness of an influencer, the engagement rate with the audience is a crucial factor. Engagement rate provides insight into how well an influencer can connect with their audience, reflecting the level of interaction and interest their followers have in their content. This includes likes, comments, shares, and reactions, which indicate that the influencer's audience is actively engaging with their posts rather than just passively receiving information. A high engagement rate suggests that the influencer can drive conversations, influence opinions, and encourage actions among their audience, thereby enhancing the potential for successful marketing outcomes. In contrast, focusing solely on the number of followers does not necessarily translate to effectiveness, as a large follower count might include inactive users or those who don’t engage with the content. Similarly, while previous brand partnerships can provide some context regarding an influencer's experience, they do not inherently guarantee effective engagement with a new brand or campaign. Lastly, the quality of social media content is also important, but it is the engagement with that content that ultimately demonstrates its impact on the audience. Therefore, the engagement rate stands out as the essential factor for evaluating an influencer's effectiveness.