Buzzoole, the influencer marketing platform, has just developed a new technology that allows brands and marketers to identify fake accounts, fake followers and fake engagement on Instagram.
Instagram is still a preferred platform for many social media influencers, making it a prime target for fraudulent interactions.
Buzzoole’s latest product taps into first-party data from Instagram Business accounts, supplied by influencers, to measure the level of fake engagement.
“If you are using algorithms based on poor or erroneous data, then you are going to get the wrong recommendations and the wrong outcomes,” explained Ian Samuel, CCO at Buzzoole. “Plugging into this data means we can perfectly match influencers to briefs, deliver rich analytics on campaign performance and deliver clear guarantees on brands only engaging with the highest quality influencers.”
Influencers who sign up to Buzzoole provide access to their social media accounts, data and insights. Buzzoole then uses machine learning to determine the reach-to-follower ratio. This includes the reach value per post, the number of profile views and follower growth and online followers at a given time.