Influencer marketing has become an important part of marketing.
There are a lot of advantages of its can complement the whole marketing setup. Bringing a closer relationship to the customers, having extra authority on the products, more creative in various styles… are all parts of the advantages.
However, in the hype of rising influencer marketing, there are also quite a number of fake or low-quality influencers. The most common situation is that the “influencer” buy the data, such as followers, likes, and comments instead of generating it organically.
In some situations actually, the data is real, but it is low in quality. For example, the “influencer” could get a high number of followers, likes, or comments by doing giveaways, or spending a budget on advertisements.
But how could marketers notice that?
Using automatic rating tools
This is the quickest and easiest method, while is usually reliable as well.
Tools such as Socialblade(https://socialblade.com/), Noxinfluencer, and VidIQ provide an automatic rating of the channels. Most of them also have a plug-in that you can use in your browser.
These tools are usually quite reliable, this can help you screen a high number of influencers in a short time, as well as make it a requirement for your team, to prevent human mistakes, and facilitate the work of less experienced team members.
2. Checking the ratio between the data
Although data such as followers and views could be bought, it is not easy to maintain a reasonable ratio between them with buying data.
By checking the ratio between views, likes, comments, and the number of followers could notice those who buy the data.
Different markets and types of influencers have different reference ratios for it. It is also highly related to the size of the followers base, and the content of the influencers.
For example, on YouTube, usually “the number of subscribers: the number of views: the number of comments” should be around 100:10:1.
One could also check the ratio of these data of the standard influencers in their market as a reference.
3. Check the comments
If the comments are fake, usually the comments would be irrelevant to the content, usually some simple words or emojis.
Moreover, the comments would usually not be in the same language as the content. If one could check deeper, the account that leaves comments are usually empty.
4. Check if the influencers did a lot of giveaways
Giveaways could also generate data. One could check if the videos/posts are giveaways, or if the comment left is related to any giveaway.
With these methods, usually, you can notice if the influencer is fake, or just low in quality. It could prevent spending marketing resources on these unsuitable “influencers”.
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