Earlier this year, Unilever CMO, Keith Weed announced that the company “is pushing for greater transparency in the influencer marketing space to combat fraud in the digital ecosystem; create better experiences for consumers; and improve brands’ ability to measure impact.”
It’s a very real concern for brands across the globe, but short of being put off, the WFA found that 65% of multinational brands plan to increase their influencer investment in the next 12 months.
At FYI, we feel the responsibility falls on influencer marketing agencies such as ourselves, to educate brands and marketers on how to improve the integrity, transparency and measurement of influencer marketing.
QUALITY OVER QUANTITY
Currently the influencer marketing landscape rewards influencers with the largest following, and using reach as a way to gauge the success of a campaign. In order for this landscape to change, brands must validate that they are partnering with quality content creators with reliable influence, independent of metrics like reach. To be effective, marketers will need to abandon notions of perceived influence based on number of followers and align influencer incentives to the delivery of an actual business result.
INFLUENCER MARKETING FRAUD PREVENTION IS BUILT INTO EVERYTHING WE DO
At FYI we verify the legitimacy of our influencers, monitoring engagement rates, click rates, comment sentiment, like-to-comment ratios, and follower growth patterns to verify that our influencers are real people with real audiences.
To discover what real influencers with guaranteed results can deliver for your business, contact us today on 0161 731 0048 or email us on hello@findyourinfluencer.co.uk