Skip to main content

Captiv8 report highlights data for spotting fake followers

Captiv8, a company offering tools for brands to manage influencer marketing campaigns, has released its 2018 Fraud Influencer Marketing Benchmark Report. The goal is to give marketers the data they need to spot fake followers — and thus, to separate the influencers with a real following from those who only offer the illusion of engagement.

The report argues that that this a problem with a real financial impact (it’s something that Instagram is working to crack down on), with $2.1 billion spent on influencer marketing on Instagram in 2017 and 11 percent of the engagement coming from fraudulent accounts.

“For influencer marketing to truly deliver on its transformative potential, marketers need a more concrete and reliable way to identify fake followers and engagement, compare their performance to industry benchmarks, and determine the real reach and impact of social media spend,” Captiv8 says.

So the company looked at a range of marketing categories (pets, parenting, beauty, fashion, entertainment, travel, gaming, fitness, food and traditional celebrity) and randomly selected 5,000 Instagram influencer accounts in each one, pulling engagement from August to November of this year.

The idea is to establish a baseline for standard activity, so that marketers can spot potential red flags. Of course, everyone with a significant social media audience is going to have some fake followers, but Captiv8 suggests that some categories have a higher rate of fraud than others — fashion was the worst, with an average of 14 percent of fake activity per account, to compared to traditional celebrity, where the average was just 4 percent.

Captiv8 report

So what should you look out for? For starters, the report says that the average daily change in follower counts for an influencer is 1.2 percent, so be on the look out for shifts that are significantly larger.

The report also breaks down the average engagement rate for organic and sponsored content by category (ranging from 1.19 percent for sponsored content in food to 3.51 percent in entertainment), and suggests that a lower engagement rate “shows a high probability that their follower count is inflated through bots or fake followers.”

Conversely, it says it could also be a warning sign if a creator’s audience reach or impressions per user is higher than the industry benchmarks (for example, image posts in fashion have an average audience reach of 23.69 percent, with 1.32 impressions per unique user).

You can download the full report on the Captiv8 website.

Captiv8 is making its influencer database available for free



from Startups – TechCrunch https://tcrn.ch/2LwijtY
Labels:

Comments

Post a Comment

Popular posts from this blog

Thousands of cryptocurrency projects are already dead

Two sites that are actively cataloging failed crypto projects, Coinopsy and DeadCoins , have found that over a 1,000 projects have failed so far in 2018. The projects range from true abandonware to outright scams and include BRIG , a scam by two “brothers,” Jack and Jay Brig, and Titanium , a project that ended in an SEC investigation. Obviously any new set of institutions must create their own sets of rules and that is exactly what is happening in the blockchain world. But when faced with the potential for massive token fundraising, bigger problems arise. While everyone expects startups to fail, the sheer amount of cash flooding these projects is a big problem. When a startup has too much fuel too quickly the resulting conflagration ends up consuming both the company and the founders and there is little help for the investors. These conflagrations happen everywhere are a global phenomenon. Scam and dead ICOs raised $1 billion in 2017 with 297 questionable startups in the mix. The...
Post a Comment
Read more

Dance launches its e-bike subscription service in Berlin

German startup Dance is launching its subscription service in its hometown Berlin. For a flat monthly fee of €79 (around $93 at today’s exchange rate), users will get a custom-designed electric bike as well as access to an on-demand repair and maintenance service. Founded by the former founders of SoundCloud and Jimdo , the company managed to raise some significant funding before launching its service. BlueYard led the startup’s seed round while HV Capital (formerly known as HV Holtzbrinck Ventures) led Dance’s €15 million Series A round, which represented $17.7 million at the time. E-bike subscription service Dance closes $17.7M Series A, led by HV Holtzbrinck Ventures The reason why Dance needed so much capital is that the company has designed its own e-bike internally. Called the Dance One, it features an aluminum frame and weighs around 22kg (48.5lb). It has a single speed and it relies on its electric motor to help you go from 0 to 25kmph. And the best part is that you ...
Post a Comment
Read more

Axeleo Capital raises $51 million fund

Axeleo Capital has raised a $51 million fund (€45 million). Axeleo first started with an accelerator focused on enterprise startups. The firm is now all grown up with an acceleration program and a full-fledged VC fund. The accelerator is now called Axeleo Scale , while the fund is called Axeleo Capital . And it’s important to mention both parts of the business as they work hand in hand. Axeleo picks up around 10 startups per year and help them reach the Series A stage. If they’re doing well over the 12 to 18 months of the program, Axeleo funds those startups using its VC fund. Limited partners behind the company’s first fund include Bpifrance through the French Tech Accélération program, the Auvergne-Rhône-Alpes region, Vinci Energies, Crédit Agricole, BNP Paribas, Caisse d’Épargne Rhône-Alpes as well as various business angels and family offices. The firm is also partnering with Hi Inov, the holding company of the Dentressangle family. Axeleo will take care of the early stage in...
Post a Comment
Read more