An unusual follower-to-engagement ratio can lead brands to fake influencers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 24, 2019, 6:45 AM UTC

Marketers could manually analyse the quality of engagement to spot fake influencers.

Where fake influencers post high-quality images and have a considerable following, the main difference between them and authentic influencers is that a majority of their followers are fake accounts and bots. They can cause brands to waste time and resources on an alliance that brings no result.

The author suggests that to identify fake influencers, brands must look for an odd follower-to-engagement ratio. Fake influencers generally have a low engagement rate, as they possibly purchase thousands of followers, but these followers don’t engage with their content.

Marketers must also analyse the quality of engagement manually, to check whether their content receives a lot of irrelevant or emoji-only comments. Business must also note a sudden increase in follower count, as it could be due to recently bought bot accounts.

Read the original article

[5 minute read]