Last week, our co-Founder Simon Staib was at the Influencer Marketing Hub ‘Under the Influence’ Conference last week. With high-level speakers and industry experts in attendance, as the name suggests, the conference covers all things influencer marketing. One of the most important topics of the day? Influencer fraud and how to tackle it.
Influencer fraud is a growing issue within the industry and threatens both brands and influencers. If you missed the conference, here are the highlights from Simon’s presentation, which is available to download at the bottom of this post.
Why does influencer fraud matter?
In a recent study of Instagram influencers, it was reported that up to 75% of followers were fake and 83% of comments came from bots. When it comes to influencer collaborations, these high fraud figures would have a drastic impact on a brand’s budget. An influencer with a fake following cannot deliver on the reach and engagement that their following promises, meaning that brands could be wasting a significant amount of their marketing budget with little hope of ROI.
Key Influencer Fraud Indicators
1. Spike in follower growth
2. Low engagement rates
3. Implausible followers
4. Unrelated comments/ Same comments across different accounts
5. Low to no activity on follower accounts i.e. no postings, no profile
6. Follow to unfollow ratio
But influencer fraud is about more than just fake followers. It’s about paying the wrong price for an influencer collaboration. It’s about getting uninspiring content that doesn’t foster engagement. It’s about targeting the wrong audience and not knowing the best channels.
How can brands and agencies tackle this?
When brands and agencies get caught up in influencer fraud, money gets burnt. So what can be done to guard against this?
Fill in the contact form below to download Simon’s full presentation from the Influencer Marketing Hub #IMHUB17 conference to find out what the five most common signs of influencer fraud are and how to effectively tackle them.
Influencer Marketing Hub #IMHUB17 Presentation Download Form: