HOW BRANDS CAN DETERMINE AN INFLUENCER’S VALUE?

Influencers

For an increasing number of businesses influencers are becoming a tactic of choice. The question however, is how do you determine which are going to drive the most value for your brand?

The world of influencer marketing certainly has its appeal, but it also has its own set of risks. A major one being influencer fraud. This is where fraudulent influencers fake their followers and engagement in order to justify their overpriced fees. For many brands, this is a huge cause for concern. In fact, reports have even labelled influencer fraud as a billion-pound problem.

By recognising what’s at stake, it becomes even more apparent why brands must pick the right influencer for their campaigns. Although I must confess, this is not an easy task. Searching for the ‘perfect’ influencer requires time, effort and a LOT of research. Most importantly, you need to know what to look for!

Fortunately, after delivering many successful influencer campaigns for a variety of clients, we have honed, polished and perfected our skills in this department. So, it’s only right we share some of our insight!

influencers

High quality content does not mean high quality results

Let’s say that you have come across an amazing Instagram account. Instantly, you think that the influencer it belongs to is ideal for your brand. They may well be, however, do not be fooled by high quality content – it proves nothing.

Much like real world scammers, fraud influencers can be very deceiving. Particularly with the content they create and share online. They often present themselves in a way which attracts your attention, but the reality is that they will deliver no real results.

While it is tricky to distinguish an authentic influencer from one who has artificially inflated their social media presence, there are several red flags that you should keep an eye out for:

  1. Unusual follower-to-engagement ratio
  2. AI ‘bots’ commenting and liking their posts
  3. Sudden growth in followers
  4. If they have a blog, check its analytics
  5. Historical brand collaborations

Ultimately, the goal is to avoid partnering up with a fraudulent influencer at all costs. Not only will they be a massive waste of money, but they can also be extremely damaging to your brands reputation. Luckily, by taking the above checklist into consideration, you will be able to detect the fakes!

Going back to what I said at the start, influencer marketing is neither a quick nor simple job. It’s not a piece of activity that can be completed effectively without the required skills, experience and attention to detail. It is exactly for this reason why many of our clients trust us to carry out influencer campaigns on their behalf.

If you are thinking of incorporating influencer collaborations into your brands marketing strategy, then our team of experts will be more than happy to help! You can give us a call on 01924 862477 or contact us here.