Influencer Marketing, Like-Wise and Weeding Out The Fakes
Recently there has been a major step made in the social influencer marketing world. Social Chain, one of the largest social agencies on the globe, has been working on a piece of software that helps weed out the ‘influencers’ who aren’t as squeaky clean as they first appear.
Their aim is to prevent brands and businesses wasting money on paid promotions with social media influencers. No longer can a brand rely on follower count and engagement figures presented to them by influencers. There are numerous ways to cheat the current system. Bots, buying followers, likes and even writing your own comments. They want organic results, not paid.
There are currently a number of ways to spot if an influencer is using underhand tactics. Victoria Magrath from InTheFrow, a very successful UK Fashion Blog, recently posted about this issue and how there are ways to help identify those committing these offences. She goes into detail on how to spot the fake engagement on Instagram. Victoria also discusses why we, as consumers, and why brands should be paying more attention.
How you can spot fake engagement?
This issue seems to have become more prevalent in recent years. Influencer deception has become increasingly popular with those looking to get a foot in the industry. As a relatively new space, Instagram is now a career for many and there is a distinct lack of policing when it comes to this problem.
There is technology that already exists which can also help identify suspicious behaviour. Analytics services like Social Blade compile data from platforms such as Twitter, YouTube, Instagram and uses it to create graphs and charts that track users analytics. They provide a greater insight into the social media influencer, but it’s not enough.
Going further to police in the industry, Social Chain’s new Like-Wise technology is set to recognise those influencers committing fraud. The software is an AI tool that looks past follower numbers and engagement per post. It acts as a way to protect marketers and identifying how much engagement is actually real – their “true engagement”!
Social influencer marketing is not likely to stop any time soon, and as Social Chain found, spend in this area of marketing is set to hit at least $5 billion per annum by 2020. We’re hoping that by this time the influencers in the industry will be securing these brand campaigns through their own organic gain and those using fraudulent means are outed.
For more information about Like Wise please visit their website here.
(The image was taken from Like Wise website, we do not own this image)