The Drum Awards for Online Media - Extended DeadlineAdvertisementThat’s because follower counts are an imperfect metric for predicting an influencer’s reach. To evaluate this, I’d suggest brands use tools to measure the average view count for the influencer’s posts over the last 90 days, making sure to compare sponsored and non-sponsored posts to get a better understanding of what results they can expect. Kimmy Shoval is the senior vice-president, head of influencer marketing of Movement Strategy, a social media agency