How to Spot a Fake Influencer?
Whenever we talk about influencer marketing in general, we always talk about engagement rates. Engagement rate is calculated by adding the number of likes and comments someone has on a post and dividing it by the number of followers someone has.
Someone with a massive following, take Kim Kardashian for example, has an engagement rate that’s less than 1%. It’s impossible for all of her followers to continuously interact and engage with her posting. However, when it comes to micro-influencers, we expect them to have a much higher engagement rate, hovering somewhere around 7–25%. Their smaller following is more likely to be genuine and it leads to a higher rate of interaction.
Now, in the past checking, a supposed influencer engagement rate was enough, but they have started to step up their game. Instead of just buying followers — they are now buying likes, comments, and views on videos. This makes their engagement rate look more authentic, but there are still ways to spot the fraud.
There will always be a natural fluctuation in the following, likes and comments, etc. from post to post. So, if these influencers continuously have almost the same amount of likes and comments on every single one of their photos, eyebrows should be raising. It’s unlikely that someone could obtain the same amount of engagement on every single post unless they were buying the same engagement package every time.
A Possible Solution
It’s important that brands know of and understand this information. Exposing fake influencers would potentially save a brand thousands of dollars of wasted money and hours of wasted time. Finding the right influencer for your brand can be difficult, but it can be done. A benefit to micro-influencer marketing is the decreased chance of a fake following. Their smaller yet loyal following will provide better results than wasting money on an “influencer” that’s not so influential at all.