How To Combat The Concern Of Fake Followers
Fake followers are still the leading concern among influence marketers
Despite industry-wide calls to combat fraud, fake followers are still the No. 1 concern among influencer marketers, according to Mediakix.
The media company's 2019 "Influencer Marketing Survey" found that 50 percent of marketers, primarily from the US, named spotting fake followers as a chief challenge of influencer marketing. And a survey from Econsultancy showed similar findings, with 42 percent of U.K. and U.S. marketers calling fake followers their greatest concern relating to the marketing tactic. Here’s what has marketers worried:
The fake follower scare is no witch hunt
Social media is rife with bots and fraudulent accounts, and some influencers purposely buy fake followers in order to fool marketers into working with them. Points North Group estimated that nearly 14 percent of U.S. and Canadian marketers’ Instagram influencer budgets were wasted on fake followers in 2018. And 63 percent of marketers and brands admitted to having personal experience with influencer fraud in past campaigns, according to 2019 data from Influencer Marketing Hub.
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