What marketers need to know about authenticity in influencer marketing

Advanced authenticity analysis is the key to the success of the campaign.

“Many of our clients want to check the quality of their influencers to ensure they focus on the right audience and influence audience quality,” said Alexander Frolov, CEO and co-founder of HypeAuditor, an intelligence-driven Instagram. . , He said. , TikTok and the YouTube analytics tool that creates audience perception and authenticity.

Impact marketing may be the most abused, overrated, and reported industry in the marketing industry, but that doesn’t mean it’s done effectively. These social media profiles are often not authentic and waste time, energy, and money on marketers. “The first step is to choose the right influencers. Otherwise, you will be wasting a lot of money and no one can afford it in the current environment.”

As with all marketing decisions in the current environment, the first important step towards success is the budget spent on influencing marketing campaigns. However, securing the budget does not make sense if there is not sufficient supervision from the influencer.

“Sufficient time and resources need to be spent verifying the authenticity and quality of these accounts,” said Frolov, whose HypeAuditor has a database of 19 million influencers. “If they misrepresent themselves, they will deceive you, your brand, and make your budget work harder to get fewer results.”

Influence on database marketing

What is often lost in the position, attitude, and popularity of influential marketing is the importance of data for decision-making and verifying authenticity. While researching the data to identify the right influencer for a brand may seem like a time-consuming process, with the proper use of Martech tools, it doesn’t have to be.

“Our clients want to make quick decisions about choosing influencers,” says Frolov. “We manage artificial intelligence to cover a lot of public information and use our tools to evaluate images and language recognition. We need to find out where user participation is and detect possible fraud.”

According to HypeAuditor, 22% of influential Instagram fans are suspicious accounts, and 17% of influencers have over 50% fake comments.

HypeAuditor recently released a report describing an Instagram scam method that uses the platform’s functionality to rank comments based on the number of likes. Spammers use the posts of the biggest influencers, which get millions of views when they respond and then use bots to generate hundreds of fake likes. As a result, the comment, which drives traffic to your affiliate programs, such as adult and reseller sites, maybe the first thing that appears when you search for a message.

More than a dozen variables are recognized as industry best practices for ensuring the validity of the influencer’s account, including profile evaluation, follower verification, image verification, engagement, and content rating. To maintain effectiveness and make faster decisions about the impact of engagement, marketers need to compare engagement rates and metrics to industry, verify account authenticity, and contact the influencer to get started.

Regardless of what is planned, influencer marketing may not reach the highest level of effectiveness until the exact role in the customer journey is identified.

“Award tools are needed to determine the exact role influencers play in gaining credit,” said Matt Gilbert, CEO of Pepperjam, affiliated marketing, and technology company. “Grant and automation tools are the fastest way to scale influencer marketing campaigns so they can really contribute to financial results.”

Authenticity check

Audience Quality Score (AQS) is a measure developed by HypeAuditor to better understand the overall quality of an influencer. With a basic point model between 1 and 100, where 100 indicates the highest quality target audience and 1 the target audience of the lowest quality.

Although AQS alone does not have to decide which marketers are affected, HypeAuditor strongly recommends that companies avoid influencers with an AQS of 20 or less, as this is a group of low-quality influencers who have no impact on sales.

 Hot water is determined by 8 criteria divided into 4 main categories:

• Involvement rate: percentage of followers involved in the content of influence;

• Active audience, the percentage of real people among the followers of an influencer;

• Improper growth: detects abnormal activity among followers; IT IS

• Comment ability: the percentage of recent comments from accounts that do not participate in engagement pools (private groups collaborating with each other’s content to play with the system).

Marketers should use as many statistics as possible to identify relevant influencers, including creating internal or operational benchmarks based on the influencer’s visibility during corporate events, public speeches, and media appearances. After identifying this group of influencers, start the research process and measure all influencers with the same variables to make the right decision.

“You not only have to ensure the authenticity of computers of influencers, but you also have to compare them with those of your colleagues in the industry,” Frolov said. “Authenticity and audiences are constantly changing, but you only have one budget. Spend some time before adding value to the look and quality of your influencer marketing program, and eventually, you will benefit.”

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