Discussions surrounding the issue of “fake influencers,” a problem referring to influencers who pay for fake and/or bot followers, has recently come to light within the mainstream news media. While much of the conversation is specific to Twitter, we at Butin, along with our influencer marketplace and reporting partner, are taking several measures to approach this head-on. Below is the three-step process we’ve implemented to identify fake or disingenuous influencers and ensure the validity of our campaign partners for our clients.
- Opt-in, vetted marketplace: When influencers opt into our database, they’re required to enter data about themselves and provide direct API access to their digital channels and analytics. Our partner then vets their data against IBM Watson and Stat Social to ensure accuracy.
- Data Science Screening: Because we have influencer API access, which includes past performance and audience data, we’re able to screen influencers who don’t meet certain authentic criteria. Our partner is able to identify influencers who have a disproportionate amount of international followers, spammers whose percentage of sponsored posts are too high, and CPEs that fall below what is considered “acceptable” for their industry.
- Manual Database Scrubs: We perform regular checks on our influencers and our partner manually scrubs their marketplace for the above variables throughout the year, so influencers are regularly being re-vetted based on their current performance and audience data.
Want to learn more about our influencer programs? Check out Our Specialties page here.