For brands
How to determine fake influencers
Ludmila Savina
Sometimes people pretend to be someone they're not. Especially on the Internet, where everyone can hide behind any photo and get the desired number of followers.

Firstly, some users of social networks boost followers just in order to increase their value in the virtual world. But then the strategy of influencer marketing started to use on social networks and bloggers got the opportunity to receive an additional income. It caused the appearance of a huge number of fake accounts. Last year Facebook identified near 270 million fake and duplicate accounts.

In the pursuit of easy money, dishonest users boost followers and comments on their profiles. Unfortunately, today exist many programs with which it can be done without any difficulties.

If you don't want to pay fake influencers, you should relate to their selection very seriously. The results of your campaign depend on it. Publicfast team tells how to recognize fake creators and don't waste the campaign budget into the void.
Pay attention to the content
Real influencers relate to their accounts very scrupulous, maintain them in one style and come up with a variety of tricks in order to make their profiles creative and unusual. In addition, every blogger is individual. Each of them has a specific manner of posts writing. Don't be lazy and read some of them. It is quite easy to distinguish interestingly written posts from the template one.

Frequently on influencers profiles, you can see author's hashtags under thematic posts in which they share experiences or advice. If you find such hashtags, you can be sure — it's not fake.
Analyze the audience engagement
For it, you should view a few posts. Sometimes, a publication that was posted a couple of days ago has much fewer likes than yesterday publication. This raises some suspicions and suggests that the likes are not real. Look through who exactly put the likes. If you see a lot of profiles without a photo or with strange nicknames, which have a lot of numbers, we have to upset you — these likes are fake.
Comments can also be a serious evidence whether the profile is real or not. If the post contains a large number of almost identical and template comments from the category of "very beautiful" — they are fake. Real influencers have various comments and often respond to them.
Influencer marketing and SMM has such term as "engagement rate" of the influencer's audience. This is a parameter which helps you to determine whether the influencer is interesting to followers and whether they trust him/her. Engagement rate is calculated by the ratio of the follower's number to the number of likes, comments, and views. It means that if you want to define the engagement level of one publication, you should divide the total number of interactions (likes, comments, shares) by the number of followers. Then multiply the receiving figure by 100%.

A good result for micro-influencers (10K-100K followers) will be 4-8%, for middle-influencers (100K-500K followers) — 2.4%, and for macro-influencers (500K-1M followers) — 1.7%.
Browse influencers advertising posts
There are hardly any brands that would willing want to advertise on fake accounts. Therefore, the presence of advertising posts in profiles is already a good sign. But sometimes little-known brands still fall into the trap of fake users and get a deplorable result. In such cases, the interactions with posts didn't happen, it turned out useless and uninteresting. This can't be said about posts of real influencers. The engagement level of followers with these posts will be much higher.
Ask for statistics from past advertising campaigns
To verify the authenticity of influencer you can ask to send results of posts from previous advertising campaigns. Thus, you won't only know for sure that he/she isn't a fake but also understand whether cooperation with such influencer will be effective for you. With our platform Publicfast, you'll get rid of the need to write each influencer. You'll be able to see not only past creators results but also their total reach and audience engagement.

Unfortunately, sometimes it happens that many qualitative bloggers can be a subject of bots attack. This makes them trouble, because the number of followers is growing, and the total reach and audience engagement remain the same. Due to this reason, their cooperation with brands is also worsening. Fake followers can't be potential consumers of brand's products.
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