Top Instagram Influencer: Why Comment Quality Beats Social Blade

Milan Freeman, an influencer marketing consultant with brand-side experience at Curology and Fenty Skin, walks through how to source Instagram influencers based on a brand's actual goals rather than follower counts. Freeman argues that engagement rate alone is misleading, and that reading comment quality matters more than skimming metrics from a tool like Social Blade. Shallow comments like a fire emoji signal far less buying intent than audiences typing full sentences in response to a creator's content.

She also makes a platform-specific case most marketers overlook: YouTube converts faster because links in video descriptions are clickable, TikTok Shop is turning top Instagram influencer candidates toward transactional content, and Instagram Stories analytics (shared directly by the creator) are the clearest signal for conversion potential on that platform. For early-stage brands focused on direct response, those story metrics are the piece most teams skip entirely.

Watch to see exactly what Freeman asks influencers to send before signing any partnership.