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RESEARCH, ANALYSIS & TRENDS

“Instagram is becoming the number one social media exist. However, Socialbakers has been able to identify
platform when it comes to engagement for brands,” said three types of fraudulent activity within influencer
Yuval Ben-Itzhak, CEO of Socialbakers. “When we look marketing: fake followers, fake engagement and fake
at engagement on an absolute level, Instagram has a lot interests.
more engagement for brands than Facebook does,
despite having a significantly smaller audience size. As a The research showed that brands can minimize the risk
result, we see businesses leveraging Instagram for of working with fraudulent influencers by looking at two
advertising more than ever before.” key data points: the influencer’s performance over an
extended time period and their engagement level per
Mobile continues to be an important trend 1,000 fans. In addition, benchmarking the performance
of a few influencers over time can help to identify
According to Kleiner Perkins, an average user spends anomalies resulting from fraud.
over three hours per day consuming digital media on
mobile -- a growth of nearly four times over just the past In the digital world, data is still king
five years. Mobile ads present a huge opportunity for
marketers, but they need to utilize mobile-friendly For the foreseeable future, data will form the foundation
content formats. for any successful campaign, empowering companies
to communicate effectively with customers, make
“The key with mobile content is to focus on strategic changes quickly and ultimately build strong
understanding each of the personas in your audience brands.
and tailor mobile-first content at scale. Brands should
leverage digital platforms to identify the personas and “If you want to successfully leverage digital platforms
learn what content sparks a conversation with each of like Facebook and Instagram for your marketing efforts,
them. That content will then drive engagement and you need solid data to drive your decision making. In
achieve their marketing performance goals” said Ben- 2019, good data will still be imperative to help you
Itzhak. know precisely where to invest your advertising budget
in order to maximize reach, engagement and business
The influencer industry and minimizing fraud impact, “said Ben-Itzhak. (Source: Socialbakers) ◊

Influencer marketing is projected to become a $10 billion By MediaBUZZ
market by 2020 and therefore is already an important
marketing tool for many brands across industries around
the world. With so much money on the table, it’s not a
surprise to find fraud in the influencer marketing space.
The first challenge involves identifying real versus fake
accounts. Right now, a bulletproof strategy does not

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