Captiv8, a company that provides tools for brands to manage influencer marketing campaigns, has released its 2018 Fraud Influencer Marketing Benchmark Report. The goal is to provide marketers with the data they need to spot fake followers and, therefore, separating influencers with a real following from those who only offer the illusion of engagement.
The report contends that this is an issue with real financial impact (it’s something Instagram is working on to combat it), with $ 2.1 billion spent on influencer marketing on Instagram. in 2017 and 11 percent of the commitment from fraudulent accounts.
“For influencer marketing to truly influence its transformative potential, marketers need a more concrete and reliable way to identify false followers and engagements, compare their performance to industry benchmarks, and determine the true reach and impact of the social media spending “, Captiv8 He says.
So the company examined a variety of marketing categories – pets, parenting, beauty, fashion, entertainment, travel, games, fitness, food, and traditional celebrities – and randomly selected 5,000 Instagram influencer accounts in each. prompting a commitment from August to November this year.
The idea is to establish a baseline for standard activity, so that marketers can spot potential red flags. Of course, everyone with a significant audience on social media will have some fake followers, but Captiv8 suggests that some categories have a higher fraud rate than others – Fashion was the worst, averaging 14 percent activity. false per account. Compared to the traditional celebrity, where the average was only 4 percent.
So what should you keep in mind? For starters, the report says that the average daily change in follower counts for an influencer is 1.2 percent, so keep an eye out for changes that are significantly larger.
The report also breaks down the average participation rate for organic and sponsored content by category (from 1.19 percent for sponsored content in food to 3.51 percent in entertainment), and suggests that a lower participation rate “shows a high probability of Have your number of followers inflated through bots or fake followers. “
Conversely, he says it could also be a red flag if a creator’s audience reach or impressions per user are greater than industry benchmarks (for example, fashion image posts have a reach of 23.69 percent average audience, with 1.32 impressions per unique user).
You can download the full report from the Captiv8 website.