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BEST PRACTICES & STRATEGIES

powerful as a platform for capturing quality engagement find fraud in the influencer marketing space. The first
within small, targeted communities. challenge involves identifying real versus fake
“Instagram is becoming the number one social media accounts. Right now, a bulletproof strategy does not
platform when it comes to engagement for brands,” said exist. However, Socialbakers has been able to identify
Yuval Ben-Itzhak, CEO of Socialbakers. “When we look three types of fraudulent activity within influencer
at engagement on an absolute level, Instagram has a lot marketing: fake followers, fake engagement and fake
more engagement for brands than Facebook does, interests.
despite having a significantly smaller audience size. As a
result, we see businesses leveraging Instagram for The research showed that brands can minimize the risk
advertising more than ever before.” of working with fraudulent influencers by looking at two
key data points: the influencer’s performance over an
Mobile continues to be an important trend extended time period, and their engagement level per
1,000 fans. In addition, benchmarking the performance
According to Kleiner Perkins, an average user spends of a few influencers over time can help to identify
over three hours per day consuming digital media on anomalies resulting from fraud.
mobile -- a growth of nearly four times over just the past
five years. Mobile ads present a huge opportunity for In the digital world, data is still king
marketers, but they need to utilize mobile-friendly
content formats. For the foreseeable future, data will form the foundation
for any successful campaign, empowering companies
“The key with mobile content is to focus on to communicate effectively with customers, make
understanding each of the personas in your audience strategic changes quickly, and ultimately build strong
and tailor mobile-first content at scale. Brands should brands.
leverage digital platforms to identify the personas and
learn what content sparks a conversation with each of “If you want to successfully leverage digital platforms
them. That content will then drive engagement and like Facebook and Instagram for your marketing efforts,
achieve their marketing performance goals” said Ben- you need solid data to drive your decision making. In
Itzhak. 2019, good data will still be imperative to help you
know precisely where to invest your advertising budget
The influencer industry and minimizing fraud in order to maximize reach, engagement and business
impact, “said Ben-Itzhak. ◊
Influencer marketing is projected to become a $10 billion
market by 2020. It has become an important marketing Source: Socialbakers
tool for many brands across industries around the world.
With so much money on the table, it’s not a surprise to

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