Influencer marketing is particularly vulnerable to fraud as an industry that has settled for vanity metrics. Recently, CBS reported This influencer marketing suffered from $ 1.3 billion fraud in 2019. More than half of the influencers in the UK were fraudulent in some form. According to a recent study, Let it in – that’s it billion Wasted by taking wrong measurements in an industry where brand spend is still increasing. In some regions, finding reliable influencers has the same chances as throwing a coin.
Influencers themselves don’t have much choice. Considering that the goal is “engagement” and the next “follower count”, influencers live in the same environment as cyclists in the Tour de France. In fact, they have no way to really assert themselves unless they use external tools to improve their performance because so many others do.
Although the purchase of fake follow-ups is obvious, there are also gray areas in the emerging sector, which further increases economic costs. This includes the widespread use of automation software to follow users and automatically follow them to ensure a net increase in followers. So-called “pods” that trade mutually beneficial stocks and commitments. and influencers who add value by misleading brands to be recommended by companies.
This fraudulent activity will cost advertisers $ 1.3 billion this year. This comes from a report by Cheq, a cyber security company specializing in digital media, and economist and professor at the University of Baltimore, Roberto Cavazos. And that’s just what is obviously cheating.
In addition, there is a huge amount of so-called influencer pods with which influencers can exchange their engagement with each other. This operation involves an influencer commenting on or liking a certain number of posts, and is paid in kind with comments on his own activity and posts.
While this behavior encourages interaction with influencer Instagram posts, it is clearly not what brands have in mind when creating and paying. And those inflated clicks and likes are definitely fraudulent, but difficult to spot.
How many people have pointed out – if these influencers are so “influential”, why not? Pay-per-performance campaigns? They would make a lot more money and above all prove that it is not fraud.
What do you think?
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