Finding the Next Big Influencers: Metrics That Matter for KOL Selection
Choosing the right Key Opinion Leaders (KOLs) is critical for a successful brand campaign. To make the best choice, marketers need a structured approach that goes beyond surface-level numbers. While standard metrics are a good starting point, the key to success often lies in looking deeper to find influencers with genuine momentum.
When first evaluating KOLs, most marketers look at three common metrics:
- Followers Number: The size of the KOL’s audience.
- Engagement Rate: The level of interaction (likes, comments, shares) a KOL gets from their audience. The numerical value of engagement rate is the total number of ‘likes’, ‘comments’ and ‘shares’ each post of the KOL will receive on average, divided by the number of followers. It is usually expressed in a percentage format. Engagement rate can possibly be higher than 100% because the content of the KOL may engage more people than her own followers.
- View Rate: The percentage of followers who typically view their content. Similar to engagement rate, view rate can also be higher than 100%.
While these numbers provide a basic snapshot, smart marketers know that the real opportunity is in finding emerging KOLs. These rising stars are growing in influence and popularity. Collaborating with them allows your brand to ride the wave of their increasing visibility and connect with a fresh, engaged audience.
A Data-Driven Approach to Finding Potential
In a digital landscape crowded with countless influencers, how do you pinpoint the rising stars with genuine potential? The answer lies in using analytical tools to make data-driven judgments.
Instead of just looking at static numbers, focus on these two growth indicators:
Analyzing Follower Growth for Momentum
A fast and steady increase in followers is a clear sign that an influencer's popularity and reach are growing. To tell the difference between real momentum and a temporary jump, it's important to analyze their growth over a period like the last 30 or 90 days. However, you must be cautious. Use your tools to spot any unusual activity, as follower numbers can be faked. True influence is built on steady, genuine growth.
*Starry Billboard of Hong Kong Instagram Influencers (July 2025)
Decoding Engagement Rate for Resonance
More important than just followers, a rising engagement rate shows that an influencer's recent posts are connecting well with their audience, leading to more attention and interaction. This is especially useful when looking at shorter periods. For instance, analyzing the engagement rate over the last 30 days helps you find new trends and identify influencers who are popular right now.
*Starry Billboard of Hong Kong Instagram Influencers (July 2025)
Showcase: Gareth Tong – Highlighting Momentum with Analytical Data
Analyzing Follower Growth for Momentum
Gareth Tong (@gareth_tong) exemplifies the power of consistent follower growth to identify emerging KOLs. Recently, he climbed 10 positions in the Starry Billboard of Hong Kong Instagram Influencers (July 2025), showcasing a significant leap in visibility.
Over the past 30 days, Gareth has gained 34,454 followers, marking a growth rate of 10.84%. These figures demonstrate both a recent spike in popularity and a steady upward trend, making him a standout in the influencer landscape.
What’s Driving Gareth’s Popularity?
Gareth’s rise can be attributed to the viral success of his recently launched song. This release was accompanied by extensive online promotion and several offline events, creating a buzz across platforms. The song’s virality also spurred numerous creators to produce derivative content, amplifying Gareth’s reach and engagement.
Why Marketers Should Take Note
Gareth's case underscores the value of combining analytical tools with in-depth research. His steady upward trajectory, verified through metrics like follower growth and engagement rates, shows the importance of tracking influencers who demonstrate consistent momentum over time.
By leveraging tools like the Starry Billboard, marketers can identify influencers like Gareth who are not only experiencing short-term surges but also building long-term potential, making them valuable partners for campaigns.
Supporting Data from Starry Platform
- Followers: 360,351
- 30-Day Follower Growth: +34,454 (10.84%)
- Engagement Rate: 16.86%
- View Rate: 105.87%
Turning Insights into Impact
By focusing on the right metrics and leveraging tools to discover emerging KOLs, brands can optimize their campaigns and maximize impact. Starry is committed to helping brands unlock the full potential of influencer marketing through data-driven strategies and insights.
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Source: Starry Billboard of Hong Kong Instagram Influencers (July 2025)
