Posts by nisarg

Unilever To Cut Ties With Influencers Who Buy Fake Followers

June 21, 2018 Posted by In The News 0 thoughts on “Unilever To Cut Ties With Influencers Who Buy Fake Followers”

A large number of followers is one of the factors needed to be a popular influencer but with Instagram’s ever-changing algorithm, low barriers to entry and stiff competition are causing many influencers to turn to shifty methods of inflating their profiles. Multiple services offer intelligent fake followers at prices cheaper than a day’s lunch!

Unilever, one of the world’s largest consumer goods companies with products like Dove, Lipton tea etc, is attempting to crack down on influencer fraud by canceling contracts with influencers with paid followers. The FMCGs’ Chief marketer, Keith Weed said: “The key to improving the situation is three-fold: cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices, and improving transparency from social platforms to help brands measure impact.”

 

2018 has been a year of explosive growth for influencer marketing with the market estimated to reach $10 billion by 2020. Entrepreneur reported that 41 percent of marketers surveyed spent only 5 percent or less of their budget on influencer marketing. But more than half of them are looking to increase their budget over the coming years.

While buying bots has been a prevalent practice on Instagram, the scale of this issue came into the spotlight after The New York Times published an exposé on the practice of buying followers and bots to increase engagement. Engaging with fake followers or bots through influencer campaigns is a waste of marketing resources especially for brands like Unilever, who spent over $9 billion on marketing in 2017.

Influencers are only as powerful as the number of people who trust and value them. What brands are looking for is an influencer’s ability to reach a big enough audience and their level of engagement; thus due-diligence should be vital before hiring an influencer.

While there is no direct way of spotting fake profiles on Instagram, Affable’s machine-learning model can bring a wealth of influencer insights for brands including presenting the % of suspicious following of an influencer.

 

 

6 Factors That Will Help You Choose An Influencers For Your Campaign

6 Factors That Will Help You Choose An Influencer For Your Campaign

June 19, 2018 Posted by Influencer Marketing 1 thought on “6 Factors That Will Help You Choose An Influencer For Your Campaign”

While we have expressed the effectiveness of influencer marketing in our past posts, finding the right influencers is still a crucial factor to your influencer campaign management. Instead of basing your decision on vanity metrics like the number of followers, there are 6 factors you should keep in mind to get the most out of your marketing budget.

1) Relevance 

Relevance is defined as how closely an influencer’s post matches your brand’s targeted keywords. Since the best partnerships work when both parties are able to gain value, it’s important to identify influencers who are interested or are advocates of your brand. Over the last couple of years, marketers have shifted their influencer marketing strategy towards  micro-influencer and nano-influencers as they can help brands better engage with relevance niche audience.

Another factor of relevance that brands should take into consider is the Brand Affinity. If your brand is a fashion brand, then working with influencers who have reputation of parnering with fashion industry is a smart choice for your influencer campaign management.

Checkout How Affable’s Brand Affinity Analytics Can Add To Your Strategy

It can be seen that this influencer has the record of partnering with fashion brands

It can be seen that this influencer has the record of partnering with fashion brands

 

2)  Audience Demographics

An Instagram profile with millions of followers may seem like a quick way to increase your brands reach, but these numbers will not be helpful if the influencer’s audience is outside your target demographic.

For the best results, start with creating customer personas for your brand— what age groups, location, and interests make up your biggest customer segments? Then look for influencers who have an audience that falls within those specific targets. affable.ai is an influencer campaign platform that can help you conduct a research on Instagram profiles and analyze their exact audience.   

 

Audience’s demographic information is useful to help you select the right influencer

Audience’s demographic information is useful to help you select the right influencer

 

3) Geographic Location

Your influencer marketing campaign would create less impact if you don’t operate your campaign in the right location. If your company has a great product that is limited to say, Singapore for the moment, hiring an influencer with follower-base in Thailand will be an inefficient use of your resources. For this reason, we allow brands to search for relevant influencers by specific countries and provide data about their follower base to ensure brands are reaching out to the right market. 

 

4) Engagement

Engagement is the first thing brands should take into account when it comes to influencer campaign management. Analysing an influencer’s engagement rate helps brands estimate how much reach their campaign can create as well as the return on investment (R.O.I).

For example, An influencer with 100,000 followers may cost USD$1,000 per post, and has an engagement rate of 1.5%. This means brands will receive approximately 1500 interactions per post at a cost of $0.67 per engagement. Whereas, an influencer with only 50,000 followers may cost USD$500 per post and has a high engagement at 10%. This means brands can expect to receive approximately 5000 interactions at an average cost of only $0.1 per engagement.

Macro influencers, in general, receive lower engagement rate compared to micro and nano-influencers. Such activity can be explained that with smaller audience, influencers can reply to more comments, be aware of audience reaction and generally be more engaged with them on a day to day basis.

However, it is almost impossible to measure the reach and calculate it manually. As an influencer campaign platform, Affable can rescue brands by providing not only the engagement metric of influencers but also how it fares with similar influencers in the campaign!

5) Activity

While there is no magic number of how much an influencer should post, being connected with their audience in a sustained way decides how much of an influence they hold. Besides being active on Instagram, influencers should also create connections to promote their content, learn about trends, and interact with their fans.

61% admit to unfollowing an influencer who worked with “inappropriate” brands or who “endorsed too many products.” With this statistic in mind, excessive promotion of any brand or product also is no good as it feels like spam and consequently less credible. It gives off a sentiment that an influencer is simply doing it for the money and not because of belief in that brand’s products.

6) Authenticity:

As explained above, micro-influencers and nano-influencers have been proved to generate better engagement as they are expert in their niches and they are more connected with their audience. This is essential as brands always want influencers to create authentic post which is also in-tune with the brands’ storytelling.

Additionally, it also goes without saying that brands would not want to work with influencers who have a record of  ‘fake’ followers as it could impact the effectiveness of the campaign. Affable’s engagement data also relays with amazing accuracy the % of suspicious following a particular influencer may have.

An example of buying followers on Instagram

An example of buying followers on Instagram

 

As social media influence is turning into a billion dollar industry, Affable is one of the best influencer campaign platforms that saves significant hours of manpower and helps you choose the right influencer to leverage your influencer campaign management. Register for early access at https://www.affable.ai or write to us at founders@affable.ai

How Affable takes the guesswork out of influencer marketing

June 19, 2018 Posted by Influencer Marketing 0 thoughts on “How Affable takes the guesswork out of influencer marketing”

A few years ago, marketing teams discussed about influencer marketing benefits, and if influencers should be a part of their marketing strategy. Today, the question has turnt to “how to choose the right influencer to make the best of the marketing campaign”. But here’s the problem, It’s actually pretty hard to find the right one without concrete facts beyond searching hashtags, dealing with talent agencies or using guesswork to make a decision. Not fret not, because Affable was born to help you solve this problem based on our comlex algorithms and machine learning!

1)Play the numbers right

Typically, people go find Facebook influencer or Instagram influencers following recommendations from friends, researching on search engines like Google, going through pictures with certain hashtags – This is a manual process that is time-consuming and based on guesswork. Even if the influencer checks the box for being the right age, having an attractive number of followers, similar statistics needs to be done for their audience.

Affable is one of the best influencer marketing platforms that can break down with 95% accuracy the age-range of an influencer’s audience along with a break down of gender and location distribution.

Audience’s demographic information is useful to help you select the right influencer

Audience’s demographic information is useful to help you select the right influencer

 

2) Affable’s extensive filter to help you find the right influencers

How do you know for sure if your influencer is a traveler, fashionista, permissive moms, or a fitness freak? You could ask them where they see themselves or go through their entire profile to find out, or you can use Affable’s extensive filter options to choose the the right influencers in our instagram influencer & micro influencer database. We use machine learning to help you search for influencers with desired age, gender, interest and follower count within seconds, and an internal ‘scoring system’  to brings up search results in the order of decreasing relevance.

 

 

3) Location, location, location:

Your influencer marketing campaign would create less impact if you don’t operate your campaign in the right location. If your company has a great product that is limited to say, Singapore for the moment, hiring an influencer based in Thailand will be an inefficient use of your resources. As one of the best influencer marketing platforms, Affable allows brands to tap into an influencer who is popular with their product’s geography.

You can search for the right influencers with a specific location and interests

You can search for the right influencers with a specific location and interests

 

4) Quality over Quantity

It is not the number of followers or the follower growth rate that matters the most in an influencer marketing campaign. It’s the percentage of engagement that influencers can generate . Understanding that, Affable helps brands faciliate their decision by providing the statistics of average engagement, which includes likes, comments, and even the percentage of suspicious followers .

Do you know a Google search for the keywords “buying Instagram followers” brings up 192,000,000 results revealing the booming bot industry! With fake likes and even comments flooding Instagram, you can never be too cautious about selecting a genuine influencer. Here is where Affable’s engagement statistics can help make things clear:

 

 

Engagement rate and suspicious followers are important to identify the right influencers

Engagement rate and suspicious followers are important to identify the right influencers

As social media influence is turning into a billion dollar industry poised to outpace the traditional marketing industry, Affable is one of the best influencer marketing platforms that saves significant hours of manpower and time with better results allowing marketers to focus on right-brain tasks such as creativity and strategy.

Who are Micro-Influencers & Why Work With Them?

June 19, 2018 Posted by Influencer Marketing 0 thoughts on “Who are Micro-Influencers & Why Work With Them?”

Who is a Micro-Influencer:

There is no standard definition of this new-breed of influencers but the most marketers agree that Micro-influencers are social media users with followers ranging from 5000 to 1,000,000. 

Micro Vs Macro Influencers:

Aside from the obvious difference in follower count, micro-influencers are more niche-based with higher observable engagement. Studies show that the higher the follower count, the lower the engagement rates.

A smaller audience means that micro-influencers on instagram can reply to more comments, be aware of the audience reaction and generally be more engaged with them on a day to day basis; in comparison to highly influential people with follower count in the hundreds of thousands who wouldn’t realistically be able engage with their followers at the same level.

Unlike supermodels who often endorse 10-15 brands varying from packaged water, perfume to sports shoes at the same time, micro-influencers on Instagram cannot afford to overload their Instagram feeds with sponsored posts as it may put off their followers. So generally, when they do agree to collaborate with a company, the product has to resonate with their life, otherwise, they risk losing their audience.

Another difference is that macro-influencers get attention from a wide variety of people from dissimilar countries, interests, gender among other factors while micro-influencers have an audience who are more targeted to an interest.

What Micro-Influencers bring to the table

 

1.Niche-based audience

If a coffee brand collaborates with a social celebrity with 2 million followers, it can reach a big pool of audience, but there is no guarantee that most of them even like coffee! It would make more sense to work with 100 self-proclaimed coffee-based influencers whose followers are actually interested in coffee brands and trends.

 

 

2. Size isn’t everything

An influencers engagement, an important KPI marketers measure, is measured by the average number of interactions they get per post. It is a common misperception that influencers with bigger a bigger following will have a better engagement rate.

 

Micro Influencers has 22% more ‘buying conversations’ than an average consumer.

Source: Adweek

In fact, a recent study has shown that as the following base continues to increase, the like and comment rate keeps decreasing. Instagram influencers with 10k to 100k followers see a 2.4% like rate, compared to 1.7% for those with 1 million to 10 million followers and more. Comment rate follows a similar pattern.

 

 3.Authenticity

Marketer Craig Bierley once said, “I’m not sure anyone really believed that Tiger Woods drove a Buick.” 

Consumers today do realize that there is an exchange of paycheck that occurs in advertising but they increasingly prefer that when an influencer recommend a product, they mean it.  This is why when Kim Kardashian posts a picture of herself with detox tea claiming it helps her maintain her figure, it may even get the brand a lot of eyeballs but rings inauthentic and phony to potential buyers. It’s quite simple: Micro-influencers establish themselves as experts in a given field, then review the relevant products n blogs or in videos they make.

“A survey of 1,470 women found that 86 percent of them wanted product recommendations from real people.”

Source: FastCompany

 

4.Affordability

The average micro-influencers will charge $250 for one post, whereas the average macro-influencer can set you back anywhere from a couple thousand to a couple hundred thousand dollars.  In some cases, micro-influencers on Instagram are glad to post for free in exchange for products sent to them or if they are fans of the product.

 

At the cost of hiring one mega-influencer, a brand could partner with multiple micro-influencers on instagram to reach a higher number of people for the same or even lesser amount with better engagement. 

Besides the ROI, micro-influencers tend to be easier to connect with directly whereas macro/mega influencers usually have agencies or agents that represent them. Everyday influencers, like everyday people, tend to be much more approachable.

 

5.Higher Click Through Rates

A common term in the advertising industry, a click-through rate is the ratio of users who click on a specific link to the number of total users who view an advertisement. In recent times, traditional digital marketing tactics such as paid display ads have seen lower CTRs due to the high usage of ad blockers and ad fatigue by viewers.  

Source: mavrck.co

A study has shown that a micro-influencers’ post is more valuable to a brand than celebrities, popular bloggers, and other advertising. This is possible because of the resonance that micro-influencers have with their following which leads to higher engagement that in turn lend themselves to a higher CTR.

 

 

6.Cost Per Lead

This metric measures how cost-effective your marketing campaigns are when it comes to generating new leads for your business. A lead is an individual/business that has expressed interest in your product or service by completing a goal. Since all businesses can agree that keeping marketing costs low and revenue high is the right way to achieve a high return on investment, betting on micro-influencers is a good strategy.

 

Average Cost Per Lead
Facebook Newsfeed Ads 14.88
Promoted Tweets 13.74
Celebrities 11.03
Macro influencers 8.26
Micro influencers 4.56
Source: The State of Influencer Marketing CMO Summit April 2016

An analysis of 1 billion impressions from July-Dec 2016 across Travel, Entertainment, Retail, and QSR has shown that micro-influencers’ have the least CPL’s in comparison to other digital strategies as their followers are more likely to drop into your brand’s funnel because they both trust and value the micro-influencer’ advocacy.

 

 

7.Cost Per Acquisition

Another important metric that helps measure the success of a campaign, CPA refers to the average cost of acquiring leads or customers which is calculated by dividing the cost of advertising by the number of leads or customers for a given campaign.

Source: mavrck.co

The lower the CPA the better and micro-influencers(as shown above) have the lowest CPA’s in comparison with other popular advertising methods due to the relatively lost cost of hiring a micro-influencer, dynamic fan base, and a ‘long-tail’ approach which reaches the right audience.

 

Over the last couple of years, marketers are now shifting their marketing budgets towards micro influencers on Instagram. To access our massive micro-influencer database and exploit the benefit of micro-influencer marketing, sign up with Affable today!

Affable : AI solution to scale word-of-mouth marketing

June 18, 2018 Posted by Artificial Intelligence 0 thoughts on “Affable : AI solution to scale word-of-mouth marketing”

Over the last couple of years, marketers have shifted their marketing budgets towards micro influencers on Instagram. As brands can get as much as 20% ROI and be able to engage with  a niche audience with lesser costs, micro-influencer marketing is an ideal strategy to invest into and make the best of influencer marketing benefits.

The current process of finding and working with micro-influencers on instagram is highly manual, time-consuming and full of guesswork. Marketers spend days manually searching through hashtags finding for a relevant user, and then based on vanity metrics like number of followers & asking friends, they decide whom to engage.

Affable is an end-to-end platform that help marketers discover authentic influencers in our micro-influencers database, engage and measure effectiveness of influencer marketing campaigns.

 

As one of the best influencer platforms, Affable is built on computer vision algorithms to profile micro-influencers on Instagram through their images. We scan public Instagram content to gauge user-interest from their images and videos. If you can’t find an influencer on our platform, no problem! We allow all users to add new influencer to our micro-influencers database: Just click analyze on a non-existing influencer, and their complete profile will be delivered to your email in minutes!

Example of a fashion influencer

Example of a fashion influencer

 

 

The problem of bots and fake-accounts has plagued social media, and lots of Instagram influencers seem to have a surprisingly high number of suspicious followers. With Affable, you can determine influencer’s true reach by checking their suspicious followers:

An example of buying followers on Instagram

An example of fake engagement on Instagram

 

Additionally, you probably don’t want to work with influencers who used to partner with your competitors as it goes against influencer marketing benefit, right? We can help you avoid such incidence by listing down all the brands that influencers have worked with before. It also shows whether the post was sponsored or organic, when the image was posted and links to those posts for further reference.

Checkout other reasons why Influencer Brand Affinity should be added to your influencer marketing strategy!

 

 

Affable’s post-campaign analytics helps marketers determine the true reach — the persona of the audience that engages with the influencer content. This helps marketers not only measure the reach of the current campaign but also helps them decide which micro influencers to work with, in the future.

 

Our vision is to empower anyone — from a homepreneur to an enterprise — with tools that can scale their word-of-mouth marketing requirements. We strongly believe that technology can make it possible, and at Affable we are building that technology that unlocks scale in word-of-mouth marketing and exploit the best of influencer marketing benefits.

To access our massive micro-influencer database and get an early sneak-peak into Affable, register for early access at https://www.affable.ai or write to us at founders@affable.ai