By Blogfoster - Presentation for "Under the Influence"

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Don’t waste your money
The Top 5 Fraud Issues in Influencer Marketing

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#1Fake Followers
and Engagement

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Up to 75% of Followers are Fake
SRF Data Science Team, October 2017

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In survey of 118,007 comments
on posts with #ad or #sponsored,
83% were spam from bots
Sway Ops, November 2017

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In Russia, you can even buy likes from vending machines…

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It’s easy to tell who has real followers…

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And who has fake followers…

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Spikes in
Follower Growth
Low Engagement
Rates
Implausible
Follower Origins
Unrelated
Comments
No or Low
Follower Activity
Follow / Followers
Ratio
The best fraud indicators:

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Fraud = When money gets burnt

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#2Wrong Pricing

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UK
3%
Ukraine
4%Germany
4%China
4%
France
5%
Indonesia
6%
Italy
8%
India
8%
Mexico
9%
Russian Federation
10%
United States of America
17%
Brazil
23%
•Big reach does not necessarily mean big
engagement
•Low engagement means low ROI
•Smaller influencers might be better for your
brand
•Influencers with lots of followers tend to have
diverse follower groups (across different
countries)
•Only certain groups will be relevant to you
•But you will be charged for access to their
entire following

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#3Collaborations

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- Poor execution of campaigns also
leads to wasted money
- Example: Coral - here there was
poor communication between the
brand and influencers
- This led to unsatisfactory
collaborations
- Avoid miscommunication and be
clear about goals in advance

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Provide a clear brief - in advance

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If you communicated well at the beginning, your
campaign will run smoothly

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#4Picking the Wrong Influencer
Channel

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What is your target group?
What is the aim of the collaboration?
…
b
What do the different channels offer you?
Questions you need to ask yourself:

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#5Experience and Partners

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Another form of fraud is going
into influencer marketing
without experience (or an
experienced partner)

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Fraud is not only
about fake followers

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Conclusion:
-Fraud is not only about fake followers
- Fraud is whenever money gets burned:
1) Fake followers
2) Paying the wrong price for influencers
3) Miscommunication in collaborations
4) Choosing the wrong channel
5) Inexperience

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Bloggers
+12,500
Influencers
+22,000
Advertisers
400
Collaborations
15,000

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Meet our brand strategists
Get in touch
brands@blogfoster.com