Influencer marketing has proven a valuable tool in lifting the brand experience on social media and other platforms. However, as more brands have engaged influencers online, fraud levels have risen.
Digital ad fraud alone is projected to cost advertisers around $19 billion in 2018. Although estimates for influencer marketing fraud have not yet been made, it’s becoming clear that marketers will need tools to combat fake followers and engagement bots to ensure influencer campaigns can be accurately measured.
CreatorIQ recently shared a white paper on influencer marketing fraud and developed the Creator Integrity Quotient to measure legitimate content creators.
The white paper suggests that brands considering a paid influencer relationship, should utilise technology to audit creators and their followers to ensure that followers are real.
Just as an example, Facebook removed 583 million accounts in Q1 2018 which were fake or dormant. Similarly, 6.4 million Twitter accounts were deleted back in 2017 for being fake and many Instagram accounts have followings that consist of 20% of bots.
The report highlights benchmarks and patterns which brands and marketers can monitor to avoid influencers who may be purchasing followers.
Furthermore, the company’s Creator Integrity Quotient provides a next-step approach for marketers serious about influencer marketing as it provides reports on influencer follower patterns and flags suspicious behaviours.