Advertisers who want to work with influencers should read this advice before hiring one.
6 min read
The opinions expressed by employees are personal.
When used effectively, influencer marketing can give incredible results for brands, offering a good return on investment; in fact, 94 percent of publicists who use strategies with influencers believe they are effective. But as it is becoming easier to buy followers and likes , the problem of the famous “fake influencers” who use shameless tactics to sell themselves have made this practice a risky bet. It is estimated that the influencer marketing industry is worth between $ 5 and $ 10 billion, but research shows that almost 24 percent of influencers have manipulated their engagement numbers, inflating them. This not only makes things difficult for real influencers , but also forces advertisers to be more cautious when hiring such a campaign.
As a brand, you don't want to associate with fake influencers, nor do you want to waste your money with them. You should know how to look for real influencers and how to identify fake ones. Fortunately, the best way to find them is very simple, as long as you know what to look for.
What is a fake influencer?
They are usually bots or real people who buy likes and followers to increase their reach artificially, making them appear to have a much more robust fan base and therefore, a greater influence on the market. However, that is not the reality and you would do better if you simply threw your money out the window.
How do you identify a fake one?
The easiest way to identify a fake influencer is on your list of followers. Find how many profiles are there that do not show a photo, or that have a graphic or a drawing instead of a photograph, in addition to having very few or no followers, or posts in their accounts (or that have private accounts). Another warning sign is whether followers have clearly invented names, especially if their names contain many numbers. If you detect that among the followers of the influencer in question there are many accounts like this, most likely they are bought bots. And the same applies to comments and likes.
Followers and range
Do you have 10,000 followers, but only have a few likes in each photo? Then most likely they have bought followers to look more popular. This is surprisingly cheap: Buzzoid, a fan buying business, offers 5,000 “quality” followers for only $ 39.99. Or they may have 10,000 followers and 1,000 likes, but very few comments? This is an indicator that they have bought their followers and the likes in the photos. A legitimate account with this number of followers should receive at least a few hundred comments if they have real followers who interact with the influencer. But that's not all, comments can also be bought if this person has no qualms about making themselves look legitimate. How to know if they are false comments? Easy. Look for simple answers like emojis or generic comments like “Amazing!” Or “Love it!”
One of the best ways to know if an influencer is good for you is to ask for an analytical screen. These offer you the five main locations of your followers (cities and countries), age range and gender. This information can be a valuable tool to determine if they will be influencing the demographics your marketing needs. Remember that it's not just about size, trends show for 2020 as they have a more authentic connection and a much more engaged audience.
Ask for references
Having someone promote your brand or product is the same as hiring a new employee. Apply the same process, such as asking for references of brands with which you have already worked. Do not be fooled by large numbers and false promises. and that they can really deliver the results you need. Nothing happens if you ask what was the return on investment in your previous campaigns, and of course, the evidence that supports it.
Information and statistics
Most likely, a real influencer has a business account, allowing them to see their reach, impressions and other statistics to monitor their posts. Ask for the most up-to-date reach statistics in the form of a screenshot, both from your account and from your most recent posts. If someone has thousands of followers but their real reach is much smaller, this is another warning sign that you should check before hiring him. , industry and number of followers, but usually falls in the range of 4 to 8 percent.
Most business decisions are reduced to a detailed analysis of a proposal. All the usual warnings apply, including one of the oldest: if it seems too good to be true, it probably is. Therefore, you must analyze exactly what you are getting for what you are willing to spend.
If you become the prey of a fake influencer and invest to promote your products, you will not see an increase in your sales, which is usually the result we are all waiting for as a return on investment. These basic reviews will save you a lot of time and money.