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Whether you have a B2B or B2C company, you gain valuable insight by reviewing the comments of influencers (companies or individuals driving the conversation in your industry sector). For example, to see the most popular posters on Instagram, we checked out the HypeAuditor tool at https://influencermarketinghub.com/top-instagram-influencers as shown in Figure 3-4.

FIGURE 3-4: HypeAuditor ranks the most influential Instagram users.

You may be surprised to find that the most frequent posters aren’t necessarily the ones with the most followers, and vice versa.

For additional tools to identify influencers on various social media channels, check out the lists at Izea (https://izea.com/2020/02/21/top-10-influencers) or Influencer Marketing Hub (https://influencermarketinghub.com/free-influencer-marketing-tools). These sites can help you identify people you might want to follow for research purposes. You can find more information about tools for identifying influencers for each of the major services in their respective minibooks. We discuss influencer marketing more in Book 7 and Book 8.