Influencer Measurement Heavyweights: Klout vs Kred
What’s in a score? Klout, the well-known influence score provider, has some competition. Kred, owned by analytics company PeopleBrowsr, is a competitor that has recently entered the influence score arena. We’ve compiled a list to compare the two companies – however one check in the “Con” column for both is that while they might measure activity on a variety of social networks, both platforms are heavily influenced (ha!) by Twitter activity.
- The company everyone knows
- Self-description: “The standard for influence”
- Influence score: 1-100
- 100 million+ people measured by Klout
- What they measure:
- True Reach: is the number of people you influence.
- Amplification: When you post a message, how many people respond to it or spread it further?
- Network Impact: How often do top Influencers share and respond to your content?
- Klout “Perks” – center on reviews and mentions of product; brands purchase the opportunity to give access to special perks to influencers
- Propriety way of measuring influence
- Big brands have signed on with Klout
- The underdog
- Self-description: “Trust & generosity, community, transparency”
- Influence score: 1-1000
- Outreach score: 1-12
- What they measure:
- Influence – “the ability to inspire action”
- Outreach – “generosity, rewards and interactions with others”
- Will eventually incorporate offline “kred”
- Kred “Rewards” – aren’t 100% set yet, but brands will have the option to make them shareable beyond the specific Kred influencers
- Transparent – Kred details how they calculate influencer scores
- No big brands yet
What does this mean for brands? As with most social media platforms, as the market continues to expand, brands will continue to have more tailored options to specifically reach the audience of their choosing. Klout just released information about an entirely new algorithm, focusing more on incorporating both online and offline influence, with less attention on the actual score and more focus on which moments of a user’s online or offline life are the most engaging.
Right now, Klout has the lead mainly due to exposure and experience, but don’t count out Kred (…or PeerIndex, Appinions or Traackr). With a new outlook on influence incorporating both on and offline behaviors, there are sure new and improved ways to measure “true” influence as time goes on.