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Marketing fraud has always existed. Now, it also has the word influencer attached to it, as social media influencers have realized that they can make big money off promotional ads. While some call such dealings ‘social media’s black market’, what is more, important is to learn how it works.
A company chooses to market through social media influencers as they are typically more liked and trusted by its audience than a third-party model or spokesperson would be. A company may hire a particular up and coming influencer to talk about a brand. They might give the influencer a percentage of the sales/profit, free perks, items to review, pay them, or even sign an ongoing promotional contract.
Though social media platforms do their best to combat fraudulent accounts by implementing captcha verification, deleting accounts that break the rules, and removing bots, the risk still exists.
However, before you waste your company’s money on an influencer marketing fail, be wise about the individual(s) you choose to work with. If you pick the wrong influencer, you could end up with negative press and wasted time.
Join us as we teach you what to look for and when to be careful.
All Their Followers Are Other Brands or Companies
If this is the case, the influencer may have been so busy promoting themselves, that they don’t understand the best way to promote you! You want to market your company to individuals or people interested in your venture. If they are only going to trade advertising with other advertisers, you may not get the response you’ve hoped for.
What to do: Work hard at building up your list of followers on your ‘owned channels’ and self-created social media accounts.
Their Followers Are New Accounts Without Much Content
Whether they created some of the accounts themselves or relied on a bot to collect their likes and followers (probably consisting of other bots!), someone having all new accounts as followers mean something is amiss.
What to do: Be suspicious as followers who are only new accounts aren’t likely to be engaging with the content and postings.
They Haven’t Posted Much, but Have Thousands of Followers
As your company knows, it takes a while to create a successful social media following and campaign. Unless this influencer’s content went viral at some point, scare postings mean that they may have artificially inflated rankings.
What to do: Work with a social media influencer who represents your target audience. Liking their page and postings isn’t enough if they only have one or two posts. If this is the case, considering having someone else promote your brand!
Their Posts Don’t Receive Many Likes
They might have a great image and a large fanbase, but if no one is engaging with their content, their followers will probably scroll past yours without a care in the world!
What to do: Engagement matters! According to a recent New York Times report, 15% of Twitter accounts are suspected to be bots impersonating real people!
Socially Appropriate Content
Nothing is worse than uniting with a popular influencer, and then they say the wrong thing. Have a written contract for anyone you work with and ask which #hashtags they will use and specify your wishes.
What to do: Also review their page for anything potentially offensive to a diverse audience. Go to Berify to search the username and details of any social media influencers, before you hire them! Berify is different than traditional search engines, as it lets you background check social media stars.
Everyone wants to be the next big YouTube or Instagram star. Teaming up with an influencer can be beneficial for all involved, but choose wisely and keep away from the five items above!
Other negatives to look out for: Followers are all from very remote locations (continents away). Also, look for a ‘verified’ badge, showing that the influencer has verified their identity!
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