Monday, March 30, 2020

Half of Paid Engagement on Instagram is Fake

Must read

Does Coronavirus Excuse Non-Performance Under a Contract?

The Coronavirus outbreak has raised a number of issues relating to contractual performance obligations. An excuse for non-performance of contractual obligations may...

Ways to Avoid Spam Traps in Email Marketing

New research by Trustwave reveals that 26 per cent of spam is infected with malware. As a result spam filters are getting...

How to do Email Marketing During Coronovirus

During a crisis, your email communication can make or break your business. Even more importantly, it can help, hurt, or confuse people.  You...

Feds Go After Coronavirus Scammers including Jim Bakker

The Federal Trade Commission and Federal Drug Administration took action by sending warning letters to several companies for allegedly selling products using...
Pesach Lattin
Pesach Lattinhttp://pacevegas.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

In a single day’s worth of posts that have sponsored or ad tags on Instagram, about 50% are fake engagements, according to data from the anti-fraud company Sway Ops.

Influencer fraud is, unfortunately, a real part of social media.

Countless influencers use fraudulent practices to make their influence seem more widespread than it is. Whether fraudsters buy followers or use Instagram pods, fake or stolen content, or bots, avoiding those types of partners is an issue that many companies and brands face.

Brands compensate influencers for sponsored posts based on the number of followers the influencers have. Typical compensation is around $1,000 per post per 100K followers. Not surprisingly, many pseudo-influencers have pursued a quicker way to riches and stardom by buying followers and trying to increase their appeal to brands and also capture higher sponsorship rates. The New York Times reported on this shady side of influencer marketing.

American agency Mediakix made the news last year when they revealed the account ‘Wanderingggirl’ was fake after they had managed to secure paid activity with brands. The recent repeat of the experiment used the same account, and brands contacted the account offering free accommodation and restaurant meals.

Sources in the industry noted that over 16% of the followers of Instagram’s top 20 accounts were suspected to be fraudulent.

One company in the space said they reject over 77% of the Instagram influencers that apply to register with them because of suspicious followers.

On top of all this, a new report from CampaignDeus has revealed that 12 per cent of UK Instagram influencers spent cash on fake followers during the first half of the year.

The report analyzed almost 700,000 posts on Instagram looking for ‘bot-like’ interactions. Signs of “botting” include unusual spikes in followers next to low engagement rates.

The best way to protect your brand from engaging with a fake influencer and from becoming a victim of influencer fraud is to vet and verify influencers before you agree to work with them. What’s the influencer’s story, does he or she have a long history of posting on social media or on a blog or vlog? Or did he or she seeming come from  nowhere?

So what can you do? According to InfluencerDB, here are some steps you can take:

  • Check for a high audience quality to detect fake influencers.
  • An authentic influencer’s follower growth is stable and consistent.
  • Daily follower changes can reveal whether an influencer has purchased followers.
  • The like-follower ratio shows how active an influencer’s audience is.
  • Check the earned media value – the ultimate metric to define an influencer’s value.
  • Video views should show a reasonable reach.
  • Comments should be rich and diverse.
  • Genuine influencers are also visible on other social media platforms (e.g. YouTube, Facebook, Twitter).
  • Google results should show valuable external mentions.

If you were wondering, not only are individual influencers really fake — many brands are relying on fake followers and fake engagement. Despite the efforts of platforms to suspend fake influencers, no one escapes the deception: not even the biggest brands! According to a recent North Group Points study, brands like Ritz-Carlton, Pampers and Magnum have invested heavily in campaigns involving artificial influencers.

Ideally, more guidelines will be set by the industry in the near future to ensure this is regulated, but so far it still seems like a wild west.

 

- Advertisement -

More articles

What's your opinion?

- Advertisement -

Latest article

Does Coronavirus Excuse Non-Performance Under a Contract?

The Coronavirus outbreak has raised a number of issues relating to contractual performance obligations. An excuse for non-performance of contractual obligations may...

Ways to Avoid Spam Traps in Email Marketing

New research by Trustwave reveals that 26 per cent of spam is infected with malware. As a result spam filters are getting...

How to do Email Marketing During Coronovirus

During a crisis, your email communication can make or break your business. Even more importantly, it can help, hurt, or confuse people.  You...

Feds Go After Coronavirus Scammers including Jim Bakker

The Federal Trade Commission and Federal Drug Administration took action by sending warning letters to several companies for allegedly selling products using...

Affiliate Vs Partner – What’s in a Name?

There has been a lot of discussion in social forums, blog posts and conference sessions about the use of the term affiliate and/or partner marketing. 'Affiliate vs Partner' was even the Keynote panel session at Affiliate Summit West this year - and even that was inconclusive.