How to know when an Influencer has fake followers?

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How to know when an Influencer has fake followers?

influencer marketing fake followers

In a world where you can click your mouse a few times and legally buy yourself the title of Lord or Lady, it’s no wonder Instagram users have succumb to utilising virtual fakery to boost their egos and, more audaciously, their brand deals.

Fake followers, likes and comments are on the rise in the Instagram space, with brands often losing out to influencers claiming they have a larger following than they actually do. Often purchasing them in their thousands, an influencer or a brand has the opportunity to increase their ‘audience’ with little more than a direct debit. With Instagram attempting to clamp down on those providing these fraudulent marketing schemes, brands are increasingly savvy when it comes to identifying those faking it. For those less in the know, there are some easy ways to spot the authenticity of a user’s followers:

Engagement rates

Despite a large following, a user’s posts might not be receiving the likes and comments you would expect for someone of their size. The reason? Their followers might not even exist! Engagement rate is simply the average number of engagements an influencer gets per post, divided by their number of followers, and multiplied by 100 to give a percentage. If this number is less than 1%, you can almost guarantee that a portion of their followers are bought bots.

Comments

Ever see photos spammed with emojis and generic comments such as ‘cool pic’ or ‘love this’? This is a tell-tale sign that the remarks are automated and are not posted by genuine followers. Fake engagers aren’t paid to make the comments sound authentic and personal – they’re designed to increase the popularity of a photo by creating a sense of buzz around it. As technology develops, companies, such as US based Dovetale, are helping businesses identify these types of bots and shut pages down. However, the boost in awareness surrounding this type of fraudulence is helping everyday users recognise it themselves.

Growth in their following

If followers are purchased, the non-organic growth of a page is easy to identify as it will highlight itself as a spike in their data, whereas genuine growth will run on a consistent trend line. There are a few exceptions to this, for example, if an influencer was involved in a viral piece of content this may rapidly increase their following, but more often than not, growth will be steady.

Follower location

Although this information can be difficult to source, follower location can be a huge giveaway when it comes to fake followers. If a UK-based influencer has their largest audience in the Middle East, the misalignment could well be a revealing piece of demographical data. Understanding a brand’s target audience in relation to their product or brand message helps identify followers that would not be invested in a user’s content.

While the short-term gain of brand deals and momentary popularity might seem appealing to some Instagram users, it clearly undermines their genuine influence and authenticity. While you might not be able to identify every faker out there, be sure to have a quick read of their comments to suss out anyone trying to pull a fast one!

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KSI vs Logan Paul - The biggest YouTube event of 2018?!

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KSI vs Logan Paul - The biggest YouTube event of 2018?!

KSI vs Logan Paul: all fun and games or another dangerous publicity stunt?

YouTube stars KSI and Logan Paul will take to the ring this Saturday to finally come to blows over their virtual feud. After Olajide KSI Olatunji (known as KSI to his fans) called out the Paul family back in February for their raucous internet behaviour, they both agreed to settle the dispute with a highly-anticipated boxing match.

US Influencer, Logan Paul, has certainly had a questionable year. From the idiotic upload of a video containing a suicide victim to frequently thrusting himself under the spotlight with yet another controversial upload, he's been the talk of the globe in 2018. Logan Paul and his challenger KSI have an impressive combined following of over 37 million dedicated YouTube subscribers and the fight is set to attract viewers from all over the world. The fight perhaps has even more spice to it, after Logan Paul walked out of the press conference promoting his bout with KSI, as his fellow YouTube star launched into attacks on Paul’s father and girlfriend. 

When KSI challenged YouTuber, Joe Weller, earlier in the year, their venue of choice, London’s Copper Box Arena, maxed out its capacity at 7,500 to witness the fight. Logan Paul and KSI are set to fight in Manchester arena - a formidable site with the aptitude to hold up to 21,000 attendees. Official ticket prices start at £35, with VIP packages up for grabs for a mind-bending £515. While these are the fees offered by authorised sales sites, rumour has it fans are paying up to £600 to get their hands on one of the tickets. 

Leveraging the platform where they first made a name for themselves, the pair have signed contracts with YouTube that has allowed the site the rights to stream the fight. For a modest - and yet to those who couldn’t care less - the price of £7.50, you can (legally) watch the streamed fight online and join the millions of anticipated viewers endorse two of YouTube's most famous faces scrapping over a few choice words. 

Logan Paul has ‘set all jokes aside’ and predicted that the fight will be ‘the biggest event in the history of the internet’. It’ll be surprising if you’re able to avoid the winner’s inevitable social media celebrations that will spam every corner of the internet for months to come. For the winner, ultimate glory over their fiercest rival, for the loser, their pride will be severely dented. If that's not enough to keep you entertained, Jake Paul (Logan's brother) and Deji (KSI's brother) will also take to the ring to settle their differences, a fight that seems to have been overshadowed by the main event.

Will you be tuning in?! For their fans and the YouTube community, this is one of the most anticipated events of 2018.

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The pets YOU should be following on Instagram

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The pets YOU should be following on Instagram

Top Five #Fluff-fluencers of the Internet

In January 2016, a lavish wedding ceremony took place at The High Line Hotel in New York City. The bride walked down the aisle in a custom-made Marchesa gown and a $139,000 platinum-and-diamond necklace from London Jewellers; the groom wore a tuxedo and top hat. Various publications, such as Newsweek, People, and Town & Country, wrote about the wedding, calling it the Wedding of the Year. There was nothing out of the ordinary, except for the fact that the newlyweds were dogs called Toast and Finn Hearst. Their marriage was a charity fundraiser and promotional stunt for Zola, a wedding registry website. At the time, the pair had amassed over 350,000 Instagram followers between them.

Animal influencers, or petfluencers, are undeniably on the rise. Many have amassed large followings on social media and collaborate with international brands. Pet influencers can do everything that human influencers do, making millions for their owners. One of the biggest advantages of utilising animal influencer marketing is that people don’t notice they are being advertised to – or don’t care – because they see a cuddly, adorable creature. Furthermore, animals can outperform human influencers in terms of engagement and sentiment, connecting with people of all ages and genders. It’s believed that pet bloggers with a few hundred thousand followers are making more than $3,000 to $5,000 per post, while those with millions of followers can earn up to $15,000 for just one post. Forget Grumpy Cat; here are our top five favourite pooches and felines on Instagram.

 

1. @Smoothiethecat

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Dubbed ‘the prettiest feline on Instagram’, Smoothie rose to fame in 2016. This super cute British Longhair resides in the Netherlands with her owner Arvid and kitty brother Milkshake. One of the world’s most photogenic cats, she has garnered over 1.4 million loyal Instagram followers. Apart from being featured in a plethora of publications and releasing  her own merchandise collections, she also has her own iOS app, which gives fans exclusive access to all things Smoothie’. Smoothie’s Instagram bio denotes that she is the Queen of Fluff and it’s hard not to agree that she is literally purr-fect.

 
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JiffPom is the Pomeranian who, with nearly 9 million followers, topped Instagram’s list of most-followed pets in 2017. From Los Angeles, California, he has partnered with the likes of Amazon and The Sims, and starred in the video for Katy Perry’s Dark Horse. This talented dog also has his own website, where his cuteness-obsessed fans can purchase branded T-shirts and phone cases. By the way, JiffPom can boast about being a three-time Guinness World Record holder: as well as the record for being the most-followed pet on Instagram, he’s also the fastest dog on two paws and practises running on his front and hind legs daily!

 
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Since being abandoned at a farmer’s market near San Diego, California, Tuna has  become one of the most famous dogs on Instagram, with over 1.9 million followers. Tuna, a Chihuahua-Dachshund crossbreed, has a prominent overbite with tiny teeth sticking out at all angles and wrinkly skin. He has been described by some as the world's ugliest dog. He’s partnered with brands like The Body Shop and Bissell, and his celebrity fans include Lady Gaga, Ariana Grande and Georgia May Jagger. Tuna might not be conventionally beautiful, but it’s difficult not to give in to his charm.

 

Born with genetic anomalies – including dwarfism, a jaw deformity and a tongue that always hangs outside her month –  Lil Bub is considered a perma-kitten, meaning she will stay the size of a kitten for her whole life. From Bloomington, Indiana, this feline is an internet sensation havings amassed over 1.8 million followers on Instagram. A published author, a movie star and a philanthropist, Lil Bub has raised more than $500,000 for animal charities. She used to host her own web talk show, Lil Bub’s Big Show, where she purred and chatted to her guests who appeared on a tiny TV screen as if summoned by magic; among these were Whoopi Goldberg, Michelle Obama and 2012 Air Guitar World Champion Justin ‘Nordic Thunder’ Howard.

 
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Bodhi the Shiba Inu has  fame most  Influencers dream of and the lifestyle of a diva. He’s always impeccably dressed – sporting $7,000 suits and $3,000 sport coats – and he’s known as the world’s most stylish dog. He’s appeared in ad campaigns for the likes of Casper, Article and Subaru and has been featured in a wide range of magazines and newspapers -- including a full-page spread in The New York Times. Dressing up the pooch was an idea born out of boredom by his owners, New York-based Yena Kim and David Fung, but today Bodhi reportedly makes more than $15,000 per month.

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Instagram - is it THE essential part to any fashion brands marketing strategy?!

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Instagram - is it THE essential part to any fashion brands marketing strategy?!

instagram fashion influencer marketing strategy

Instagram has quickly become an integral part of the social media strategy utilised by fashion brands. With its simplistic format, eye-catching photography and total creative freedom, it is a tool to showcase the best clothing pieces designers have to offer in an accessible and authentic way. But is its rapid growth and universality shifting the fashion industry from an art form that requires years to master to a free-for-all for all aspiring fashionistas?

Launched in 2010, Instagram now has over 800 million monthly users and appears to be growing at a rate that will see it hit 1 billion by the end of the year. Its global reach allows users to present trends in a saturated market without becoming repetitive, and the variation of posts enables individuals to create a brand identity that their followers can recognise. It's become increasingly obvious that for any brand to fully cement themselves as a key player in the world of fashion they require a strong presence on Instagram to drive of sales and overall brand awareness. Emphasis is placed on moments being 'Instagrammable' and brands take huge pride in creating an Instagram feed that not only looks beautiful but persuades the user to purchase their products over a competitors. 

Instagram has become a platform of opportunity with more and more homegrown brands using it as a place to generate attention - and income - from their products. Similarly, established brands are aware that it has a huge influence over consumer sales. Official Instagram figures indicated that 1 in 3 of its users has bought an item of clothing after discovering it on their feed. Using photoshoots and 'easy on the eye' flat lays to generate revenue is a tempting prospect for companies, who, when implementing an effective and strategised posting schedule, can add real value to their brand. Posting regularly, following trends and racking up the likes is a surefire way to convert posts into purchases. 

Using the application, fashion brands are easily able to connect with thousands of influencers who have a significant impact on their own followers' buying choices. Not only can the brand create a direct line between themselves and the consumer, but by paying influencers to promote their products, they're able to further increase their reach. There is concern within the fashion industry that Instagram is facilitating a new age of fashion branding where ever-changing trends are increasingly accessible and brand exposure makes way for cheaply made 'dupes'. It is, however, difficult to deny the opportunities the platform creates for brands to identify trends and meet consumer demands accordingly. 

A huge benefit of Instagram for fashion brands is the means of communication between them and their customers. Having a comments section allows for instant feedback on products, as well as customers being given an opportunity to seek customer service support. Building trust, particularly as a new brand, is vital in retaining customers and generating new sales, so this open line of communication seemingly adds to the customer experience. 

It's undeniable that Instagram has made a big impact on the fashion industry. Instagram brands might not be a sustainable alternative to traditionally marketed fashion labels, but creating your brand from your fingertips has certainly never been easier. 

influencer marketing strategy

https://www.sociallypowerfulmedia.com/influencer-marketing-blog/instagram-fashion-influencer-marketing-strategy-for-brands

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Love Island and Influencer Marketing, are brands doing it right?!

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Love Island and Influencer Marketing, are brands doing it right?!

Love Island.jpg

Love Island; the marmite of British Television. Love or hate it, there is no denying its digital and social success. In its fourth consecutive series, and with 3.6 million viewers tuning in for the 2018 opening episode, an increase on the previous year’s 2.1 million, ITV Digital Studios have succeeded in channeling their following into a brand and infiltrating current culture. So what exactly are ITV doing differently to not only recapture the attention of an age who have tuned out but ensure contestants instantaneous social media fame?  

From memes on Facebook, teasers on Twitter and exclusive content on Instagram, ITV incorporates all strands of social media to engage and promote the programme. Their digital team strategically posts content across an array of platforms prior to the evening’s broadcast, which in turn ignites conversation and creates a space where viewers can discuss proceedings in real time.

Another reason Love Island bagged The 2017 Drum’s Best Use of Content on Social Platforms lies in the producers’ ability to depict reality TV as exactly that. Despite the artificial premise of the relationships, ITV succeeds in portraying the contestants vulnerabilities and emotions as authentic. In the same way that brands partner with YouTube stars for their seemed authenticity, the producers seamlessly and carefully integrate brand partnerships to boost subsequent sales. For example, the female contestants regularly style out Missguided looks which viewers can then purchase on their e-commerce platform to achieve the ‘love island look’. The clothing is selected to align with the girls’ style and viewers are not pushed to visit the site.

Brands should learn from the producers ability to integrate brand partnerships naturally into the Love Island narrative when affiliating with contestants once they exit the villa. With viewers cottoning onto the blatant artificiality of contestants’ promotion of that ‘charcoal teeth whitening stuff’ they are going to have to become savvier with how they incorporate influencer marketing into their campaigns. The fashion brand, In The Style, is a good example of a brand evolving their strategy. Over 86,000 people engaged with their recent tweet, where they told followers that Megan would not be getting a discount code. In acknowledging the inauthenticity of brands using love island contestants, In The Style actually increased engagement. However, they have also sparked mixed reactions and were compelled to release an explanatory statement for their tweet promoting the discount code #wehatejosh. Indirectly engaging with the show, poking fun at influencer marketing, the contestants and themselves, In The Style risk leaving themselves open to criticism.

With contestants leaving the villa with thousands of Instagram followers - Dani Dyer already has 1.3 million - and in some cases Chris and Kem from last years series secured a record deal (Little Bit Leave It), it is undeniable that there is an opportunity to profit from partnerships with the contestants. However, brands must be more selective with which contestants promote their products as the public become more aware of the premise of influencer marketing.

Ex-contestant Hayley Hughes has recently received major backlash for staged and inauthentic product promotion. The combination of Hayley’s status as one of the less popular contestants, coupled with an incredibly staged and poorly integrated deployment of content, led to her followers mocking and disregarding her as feed as illegitimate. For example, she received comments such as, ‘You know Hayley didn’t write it when she doesn’t even know how to spell half the words’ and ‘I’m unsubbing ur sooooo annoying’. Whilst the public view these collaborations as indisputably inauthentic, it remains uncertain how much longer brands are going to continue to partner with Love Island contestants.

 

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