A channel’s growth rate provides marketers with an excellent measure of a creator’s potential for cost-effective influencer marketing. Channels don’t just grow with time, they grow with the hard work and care of the creator behind them. High growth rates, therefore, are a solid sign of dedicated creators working hard, the exact kind of influencers you want to work with.
What types of growth can be measured you may be wondering? The most obvious and commonly used metric is subscriber/follower growth, how many new people are being converted from a casual or passing viewer to a longer-term audience member. Many marketers are also highly interested in a channel’s average views growth (AVG) per piece of content. Beyond the reason we’ve already covered, AVG is helpful for identifying up-and-coming creators which for agencies that are looking to sign exclusivity deals with creators is extremely important. On top of this, a creator’s remuneration is often calculated by their average views, therefore signing multi-post deals with high-growth creators can lead to lower prices for the sponsoring brand and better margins for marketing agencies. Finally, the growth of average engagements (likes, shares, comments) is an indicator of a creator’s content becoming more or less engaging, leading to a change in their ability to influence their audience’s purchasing decisions.
Growth rates have one major drawback, however, that is the data must be collected on a creator’s channel for a long period of time (we recommend at least 30 days however more is always better). This is cumbersome and time-consuming work, which without the aid of tools would rarely be worth the effort. Thankfully we at CreatorDB go out of our way to collect this information daily for each creator on the platform, giving highly accurate and up-to-date insights on a creator’s growth.
Unlike engagement rate, growth can be negative. This is simply a channel shedding audience members who are no longer interested in the creator or their content. There are several possible reasons for this occurring, the most common being a sudden change in the content being published leading to alienation, controversy, or drama causing reaching levels of exhaustion, infrequent or inconsistent uploads leading viewers to look for entertainment elsewhere, or simply some audience members outgrowing the content. The last point is particularly salient once you ask yourself if you are consuming the same content as you were 2, 3, or 5 years ago.
Finally, we’ll end by saying that growth is one of the least consistent metrics on a platform. A relatively small group of creators command a greater share of the growth. On top of this growth is often inconsistent when viewing only a single channel because one or two pieces of content going viral can net many new subscribers which if followed by average performing content can lead to peaks and troughs.
Growth is a very nuanced and at times difficult data metric, however once conquered with the use of appropriate tools provides a significant edge in the influencer selection and payment processes.