Brands are devoting more time, money and efforts on influencer marketing. All this while we have heard great about the influencers, how they make leads, how they bring conversions and much more. It is estimated to be a market of $1.5 billion in the digital industry today. However, influencer marketing has its dark sides. In the worst case, you might lose 100s and 100s of dollars if you trust the wrong person. The biggest catastrophe scheme of social media is that you don’t just lose money but your brand. Once you lose the audience, you may never get them back.
So here are a few tips that we would like to share with you all to find and keep the fake influencers away from the brand. Spotting the counterfeit influencers need an apparent time while you are in the process of choosing them. What must make you happy is that at the end of the day you are saving your brand from the trouble.
1. Influencer Grade:
Technically, Audience Quality Grading (AQG) is a powerful tool for detecting fake influencers. The higher the score the better is your brand partner. If you are making your entry in the influencer marketing, you need to work on analyzing the background. You can always check whether it is a verified account. The social media platforms like Twitter, Instagram allow influential people to be verified and these are easily identifiable tanks. However, this cannot be the solution in all cases as the certification and badges are given only for the big brands. But consider the following to grade them before you hire them:
- Engagement Rate
- Followers Growth
- Activities for Community
- Previous collaborations, if any
- List of followers
2. Engagement Rate:
If you are looking at the followers and hiring the influencers, then you are making a big mistake. Because followers are just vanity and the real magic happens with the engagement. The rate of engagement being the essential component you will be able to determine the insights using like, comments and sharing. The Iconosquare is a statement that the average media engagement rate is determined to be the score of minimum 2.7, and anything above them is excellent. There are two main ways by which you can find out the fake engagements.
1. Manually, you can evaluate the engagement by checking the influencer posts. The comment section likes, and the profile names can reveal the dirty secret behind the engagement. Usually, the profile names with the numbers or the profile commenting with random emojis are bots, and you cannot trust them.
2. There are social media tools available online and also as software. You can use the metrics and analysis to find out the real engagement by these social media profiles.
3. Influencers build brands:
The influencers are not just random people who have fan followers. They are responsible for building a community around them. This is obvious when an influencer takes the initiative to reach out to the audience directly. Instead of responding as “Thanks” or with emojis, the influencers make interaction with their audience. For instance, ‘’if you are looking out for fitness trainers, they make the engaging post daily that naturally satisfies his audience. They talk about diets, nutrition, and workout or make “how-to” videos that can be helpful for a broader range of people. He/she does not create posts for the content-sake. They create it with an idea of delivering values to the audience. If the influencers do not make any attempt to create a community around them, then it is a fake person.
4. The growth of the followers:
This is one of the critical ways to find out the fake influencers. The number of daily followers changes and it will be displayed as a status quo on the profile. A sudden growth in the follower count indicates much of a fake account. It can never happen in a day, increasing the followers requires more efforts, and that is how influencer marketing works. So take a look at the followers over an extended period. The rapid spikes are a red flag and get away from them immediately.
It is always better to collaborate with an influencer who has 3000 organic followers rather than engaging with 30000 bot accounts. Pseudo-influencers are everywhere; it is necessary to do a full-fledged analysis of the influencers before you step in to hire them for your marketing goals. A number of well-known celebrities at one point Instagram followers. Hence it is necessary to play the game safe and work carefully to bring your brand on the radar.