Posts tagged "news"

How brands should adapt their strategies amid Covid-19

April 21, 2020 Posted by In The News 0 thoughts on “How brands should adapt their strategies amid Covid-19”

The last few months have witnessed massive changes in business environment across the globe. Every industry is being impacted in some ways: Customer behaviors change, “non-essential” businesses are forced to shut down, people are shopping online more than ever. Serious questions have been asked about how brands should adjust their strategies in this unprecedented time and how to stay in touch with their customers. Here are some strategies that you can take to help steer your business through this difficult time! 

1. Embracing new content strategy

Making efforts to deliver the right message is a good way to reach out to customers, especially in the time of crisis. Recently, Nike, one of the most famous brand shoes in the world, has received good responses from followers for its message encouraging people to play sport at home during the period of self-isolation. The message was simple, yet it is believed to successfully deliver the sporting spirit while encouraging compliance with self-quarantine. Cristiano Ronaldo, one of the brand’s ambassadors, also repeated the message later in his post.

Nike's message succeeded in delivering the sporting spirit while encouraging compliance with self-quarantine.

Nike’s message succeeded in delivering the sporting spirit while encouraging compliance with self-quarantine.

 

Cristiano Ronaldo, Nike's ambassadors, also repeated the message later in his post.

Cristiano Ronaldo, Nike’s ambassadors, also repeated the message later in his post

Cocacola is another brand that adapted their content marketing in response to the pandemic

Cocacola is another brand that adapted their content marketing in response to the pandemic

 

Another exciting campaign we all should learn from belonged to Kiehls. In early April, this beauty brand decided to please their stay-at-home customers by launching a series of virtual sessions on beauty and mental health! Their virtual wellness program lasted 6 days and ranged from daily skincare sessions to mask & meditation. Other beauty brands such as Dior, L’Oréal Group, Mac Cosmetics are also doing a great job in adapting their content strategy and embracing innovative ways to engage with their customers in this unprecedented time.  

Kiehls launched a series of virtual sessions in the period of self-isolation

Kiehls launched a series of virtual sessions in the period of self-isolation

 

2. Organizing virtual conference / event

Amidst the outbreak of Covid-19, many brands have to cancel or postpone their events as an attempt to prevent the spread of the pandemic. Here comes a big question: Besides social media posts, how can brands communicate with their customers at scale? It turnt out that the answer is simple: To make the event go virtual! 

HIMSS20, a Global Health Conference & Exhibition planned to take place in March 2020, had to be postponed due to Covid-19. While the organizers promised to host a virtual event at some point in the future, 1 day later, 1upHealth announced to host its own virtual health conference in the following week. They wrote on their website: “Just like you, we’re super upset HIMSS was canceled due to COVID-19. So instead, we’ve come up with the antidote, the 1st Virtual Health Conference 2020”. The conference was live-streamed on YouTube Live on March 11th, attracting thousands of online participants.

Another virtual event that received great attention from the media was the Virtual Denim Trade Show. With the cancellation of the Kingspin Amsterdam event over Covid-19, Kinspin has recently announced to host a virtual trade show taking place in April in replace of their original Amsterdam show. The act of switching from physical events to virtual one is an ideal solution not only to help brands communicate with their customers in this tough period but also encourages remote attendees to participate in the event.

 

3. Offering additional values to customers

There is no doubt that Covid-19 has created a rapid change in consumer’s buying behavior, yet this time is an unique opportunity for brands to stay ahead of the game by building strong customer relationships and strengthening their marketing position. Many brands from different industries have taken proactive steps by offering additional services to bring the best customer experience.

In the Foodservice industry, restaurants and major food chains started focusing on delivery option. In Malaysia, KFC, Pizza Hut, McDonald offered takeaway service and encouraged customers to pay with cashless payment. In America, fast food chains like Subway, IHOP and other fast food chains also provided free delivery to encourage customers to eat from home without bearing the additional cost. 

In the video streaming market, Netflix Party has recently enabled the viewers to chat with each other while streaming videos on Netflix. This feature received a lot of praise as it allows people to connect with others in the self-isolation period. The new entrant Disney+ also announced to stream their movie Frozen 2 three months ahead of the schedule to bring some fun and joy to families during this challenging time.

As many schools and education institutes were closed due to Covid-19, Adobe is providing free temporary access to Adobe Connect, a web conferencing solution that allows students to learn remotely by joining virtual classrooms, training and meetings. In addition, Adobe is also offering schools with temporary at-home licenses to Creative Cloud desktop apps to facilitate distance teaching and learning.

4. Giving back to the community in time of need

According to a survey conducted by The American Association of Advertising Agencies (4A’s), 56% of consumers are pleased to hear about brands taking action to support communities in response to Covid-19! Airbnb, Heineken, Nike, Coca are examples of large corporations taking initiatives to support the community. However, you don’t need to be a big brand to fight against Covid-19. It is encouraging to see many local businesses in Thailand, Malaysia, Philippines, India… joining hands and doing their parts to make a difference in society.

Thinking about how your brand could contribute to the communities in time of need is a good strategy to win customer’s hearts. By giving back to the communities, brands are not only fulfilling their corporate social responsibility but also raising awareness and adding great credibility to their names. 

 

 

 

 

For articles about the impact Covid-19 on influence marketing, check this out:

-How influencer marketing content has been impacted by Covid-19

-The impact of Covid-19 on travel influencers

How to find the right influencers using Affable

How to find the right influencers using Affable

March 4, 2020 Posted by Artificial Intelligene, Influencer Marketing 0 thoughts on “How to find the right influencers using Affable”

“Where to find the right influencers for my marketing campaign?” 

“This influencer has many followers, so they must have a large audience reach!”

With the rise of influencer marketing, I am sure many brands like yours are trying to reach out to the right influencers for your marketing campaign. However, we often see brands getting stuck as they do not know where and how they should start looking. 

Now fret not, because this is the fun part. Affable is one of the best influencer platforms that help you make the right decision based on our instagram influencer analytics. Let’s dive right into it, and here are the 4 things that you can look at to pin down the right influencer! 

1. Influencer’s engagement rate and suspicious followers

Influencer’s engagement rate is the first thing you should take into account when it comes to influencer analytics. This indicator is important as it measures the level of interaction from followers for the content created by influencers. Engagement rates are calculated by: 

  Likes + comments + saved

However, due to the recent infamous ways of buying Instagram followers and automatic comments, engagement rate may not be enough to evaluate how authentic an Instagram profile could be as the number could become artificially inflated.  

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

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

 

Affable is one of the best influencer platforms that helps you determine influencer’s true reach by checking their rate of suspicious followers. Influencers with a high percentage of suspicious followers may be an indication that they are using questionable techniques to grow followers, thus might not be a good choice for your brand.

Our partners, Stylehaul and Mothercare saved up to 70% of their time planning and researching on the data for micro-influencers by using Affable.

2. Influencer’s brand affinity

You surely wouldn’t want to work with influencers who used to partner with your competitors, as this could confuse the audience about your brand, right? We can help you avoid such incidence by listing down all the brands that the 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. 

It is also important to find influencers who share the same interest with your business’s category as it can add credibility and relevance for your campaign.

Check out other reasons why brand affinity is an important instagram influencer analytics.

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

 

3. Audience’s demographics

Audience’s demographics is one of the key instagram influencer analytics to find out the right influencers. Using Affable, you can discover the influencer’s audience based on their demographic information such as age range, location and gender distribution. This feature gives you a clear picture of what the influencer’s audience will look like and if they match your brand’s targeted audience. These statistics are also provided if you wish to find Facebook influencers.

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

 

Our partner, Huawei Technologies was able to reach out to 75%  of their targeted audience – female, 20-30 in UAE by selecting the right  influencers through Affable.

 

4. Audience’s interests and brand affinity

Besides the demographic information, another useful analytics that helps you facilitate your decision-making is the audience’s interests and brand affinity. If the audience’s interests are in line with your business’s category, your marketing campaigns will stand a higher chance of receiving engagement and better conversion rate.

If the audience’s demographics and interests match your targeted customers, you may have found the right influencer 

If the audience’s demographics and interests match your targeted customers, you may have found
the right influencer

 

Now, with these information, you no longer have to worry about making unsound judgements. Affable is one of the best influencer platforms which helps you enhance your decision based on trusted instagram influencer analytics. For more information and features on Affable, you can check us out at affable.ai for a free trial!

 

Top 3 content marketing trends 2020

Top 3 Content Marketing Trends to Watch Out in 2020

February 12, 2020 Posted by In The News 0 thoughts on “Top 3 Content Marketing Trends to Watch Out in 2020”

Content marketing is constantly changing. To increase your brand’s visibility in 2020, you should get ahead of the trend and apply them to your overall marketing strategy. Let’s dive into the top 3 content marketing trends in 2020!

1. SadFishing

In the age of social media, people are open to share their personal stories publicly. While some enjoy sharing their success or happy moments, others prefer showing their sadness or struggles to stand out from the crowd. Sadfishing is the act of posting emotional problems online in hopes that it will gain more engagement or make money from those actions.

Now, how did Sadfishing come about? All of this started back in 2019, when Kendal Jenner shared her personal problem relating to acne online. It then turned out to be a marketing campaign that she was launching. Another example is Justin Bieber, who dedicated a long post to talk about his issues. You can read his post below (If you are up for the challenge!)

Justin Bieber wrote a long post sharing his emotional issue

Justin Bieber wrote a long post sharing his emotional issue

 

Even though Sadfishing can generate huge engagement, at the same time, it can create potential counter-effects. Recently, a Canadian Youtuber “ImJayStation”, in his attempt to get more subscribers, made up the death of his girlfriend and cried on Youtube. After the truth was revealed, he cried (again) to ask for forgiveness. 

It is not wrong sharing your personal problems online, but when you use it to take advantage of other people, it becomes a problem that can backfire.

ImJayStation cried over his girlfriend’s fake death on Youtube

ImJayStation cried over his girlfriend’s fake death on Youtube

 

2. Fast advertising

The ability to quickly respond to new trends or be part of the conversation that the audience is interested in is another way to leverage content marketing. Aviation Gin’s ad is a great example of how a fast advertising launched at the right time could be a striking success!

In November 2019, Peloton’s ad for its exercise bike was asserted by many viewers that it promoted body shaming. 15 days later, Aviation Gin released a new ad, casting the same actress from Peloton video, implying that she can have a good time drinking the Gin and still “look great” without the exercise bike!  

 

 

Another fast-advertising case worth your attention is the content generated by Durex Vietnam! Their marketing content has always received great compliments and engagement from the audience for being really trendy and humorous.   

2019 North Korea–United States Summit in Hanoi, Vietnam

2019 North Korea–United States Summit in Hanoi, Vietnam

 

Vietnam beat Malaysia in World Cup qualification on October 2019

Vietnam beat Malaysia in World Cup qualification on October 2019

 

3. The rise of TikTok

TikTok is a social media app that encourages users to view and create short videos using sets of music or simple video templates. This video-centric app has gained 500 million active users worldwide, ranks 6th place ahead of other platforms such as Pinterest, Twitter and Snapchat.

TikTok provides a platform for brands to create videos promoting their products. Nike’s campaign named Nulla Puo Fermarci (Stop at nothing) succeeded in Using TikTok influencers to tackle gender disparity Italian sports. The campaign went viral among Milanese young women with 100+ views, 540k+ likes and 46k+ videos responding to the challenge! 

Nike - Stop at Nothing

Nike – “Stop at Nothing” Campaign

 

BuzzFeed also began using TikTok in early 2019 after realizing that video content is likely to attract more interaction! Nifty is a widely popular post about baking hacks produced by BuzzFeed.

It is important for content marketers to adapt to changes and filter which one is suitable for their brands. Content marketing can bring about long-term benefits if it is used in the right way and goes along with meaningful message.

Are you planning an influencer marketing campaign? Affable can help you choose the right influencers and give you a custom report of how well your influencer campaign performed. Check out affable.ai for a free trial!

Influencer marketing roundup

Influencer Marketing 2018 Round Up South East Asia

January 9, 2019 Posted by Artificial Intelligence, Influencer Marketing 0 thoughts on “Influencer Marketing 2018 Round Up South East Asia”

Year 2018 has been a phenomenal year for marketers in South East Asia. Over 1.5 billion active social media users have helped South East Asia catapult ahead and become one of the most sought after markets for social media influencer marketing.
We have complied influencer marketing metrics for 8 different countries in South East Asia and packaged them into a swanky report.

Download Now

 

 

Get the full report for South East Asia RIGHT NOW!

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Virtual Influencers and Their Unusual World

August 16, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Virtual Influencers and Their Unusual World”

If you thought social media was blurring the line what’s real and whats not- wait till you hear about the new crop of influencers in town! Virtual influencers, as in digital creations —who are leading the best life ever on Instagram with beautiful pictures, product promotions, basically anything that a real influencer does.

The most famous virtual influencers today are Miquela Sousa(1.3m), Shudu(128.9k Followers), Sophia the Robot(15.5k followers), Bermuda(82.8k Followers), and Blawko(72.6k followers)

Sophia the Robot was activated in 2015 and is known for being the first robot in the world to be recognized as a citizen in Saudi Arabia.

virtual influencer Sophia

While Shudu isn’t powered by artificial intelligence, she can be compared to a video game character, created by London-based fashion photographer Cameron James Wilson. What is different about Shudu, besides her existence, is that she looks incredibly real, so much so that Rihanna’s Fenty beauty reposted her image of her wearing their lipstick, not knowing she wasn’t real.

virtual influencers shudu

The most popular virtual influencer on the Internet right now is Miquela Sousa. With 1.3 million Instagram followers, Miquela states in her bio that she is 19, a model/musician with an interest in Black Lives Matter, the innocence project, LGBT issues, and justice for youth. Dubbed as a digital ‘IT Girl” by Vogue, Miquela’s feed shows her dressed in Prada outfits; she has also appeared in fashion gear by Chanel, Supreme, and Vans

virtual influencer Miquela

Virtual influencers lie outside the definition of influencers who are known for authenticity as they express no real belief or preference.

“A virtual influencer, they’re the opposite of authentic. They’re completely fake.”

-Larissa Jensen, NPD Group

Despite this, brands can explore working with these influencers or better yet, making one they can control for themselves. It can greatly simplify social media marketing as the brand can decide the message of the campaign, the time to post, the kind of pictures to post without the hassle of dealing and negotiating with real influencers.

These influencers are no Kim Kardashian, at least not yet, and their following can be considered a small pool of thousands but those who are highly engaged. We’ve already covered why we believe micro-influencers are better for a brand in this post, and for those reasons, AI can power many virtual influencers with varied niches who can target different needs and trends.

Another advantage is the reduced risk of controversies. By working with a virtual influencer, brands can be assured that they will not do something that could impact their base of customers unlike real influencers, who being humans with capricious feelings, can do or say unexpected things.

Another slightly grey advantage is that the brands can decide how they want the influencer to look. There might be a tendency to make the influencer perfect-tall, thin, blemishless and unaging but at some point, this may not seem authentic and relatable to their audience.

Sure, these virtual influencers are a marketers dream- being able to place them on beautiful beaches without spending a dime on plane tickets!— but these avatars again cannot give a genuine experience of a product or service. For many social media users, word of mouth is the push for them to ‘add to cart’.

So, could these influencers overtake the hegemony of big-name influencers like the Kardashians, Selena Gomez or Ronaldo? We’re not really convinced yet as the term influencer itself is so new that to think of an unreal influencer might take some more time. However as long as the influencer has got a profile on Instagram, Affable can accurately profile and help brands find them!

And like a virtual influencer, you no longer have to be real to resonate with real people. You just have to be online.

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

Nike Takes Top Spot In Cannes New Social & Influencer Category

June 27, 2018 Posted by In The News, Influencer Marketing 0 thoughts on “Nike Takes Top Spot In Cannes New Social & Influencer Category”

For about 70 years, the Cannes Lions festival laid out a red carpet for medias A-listers-  Facebook COO Sheryl Sandberg,  HBO CEO Richard Plepler to celebrities like Gwyneth Paltrow, Helen Mirren among others. This year, however,  Cannes has witnessed a slow of social media personalities invited on the grounds of their huge Instagram or YouTube followings. In another unexpected step, the annual event has added a new social and influencer category to the mix.

Considered the ultimate award for organizations working in the advertising and media world, Cannes Lions has attracted criticism from many traditionalists who believe that influencers cannot be recognized at par with traditional creativity, calling the phenomenon the ‘wild west’ of advertising.  A similar criticism was put forth when the Council of Fashion Designers of American created an Influencer Award to honor Kim Kardashian

This addition was a part of a larger restructuring of the awards with the addition of the Brand Experience and Activation, Creative E-Commerce and Social and Influencer Lions categories, intended to “put creative content back at the heart of Cannes Lions” said Ascential Events CEO Phillip Thomas.

It was Nike’s “Nothing Like a Londoner” campaign that put a spotlight on London’s sports influencers- school kids, amateurs and professionals-making them shine against the gritty and unwieldy backdrop of their hometown which took home the inaugural prize. Created by Wieden & Kennedy, this campaign went viral mostly because of how personal the influencer’s stories felt- they griped about how tough it is to train, but did it anyway. Each is one-upped by the next, boasting about their more trying circumstances as the scenes get crazier and more fast-paced. Apart from the video, the campaign was boosted on social media by the cast posting their individual scenes and linking to the next “competitor” on Instagram.

Source: https://www.econsultancy.com/blog/69814-why-nike-s-nothing-beats-a-londoner-ad-campaign-is-so-powerful

Nike created individual pieces of content that threaded together naturally into a larger piece. Dropping limited edition merchandise, and connecting with celebrities in a minor way, the campaign leveraged personal connections to London’s sports and social media scenes. Unfortunately, the three-minute long video was taken off Youtube due to legal trouble regarding the use of “LDNR.” D’Arcy noted that the jury was instructed by the festival to disregard that fact when it came to evaluating the entire list of entries.

The addition of the category is a nod to how social media has influenced a shift in the advertising world and by recognizing this Cannes will encourage many more brands to include influencer marketing into their marketing mix.

As Scott Cook, the director of eBay and Procter and Gamble, states “a brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” And since consumers are thronging on social channels where influencers lead marketing efforts, influencer marketing is here to stay.

 

 

All About Instagram’s Newest Feature: IGTV

June 25, 2018 Posted by In The News 0 thoughts on “All About Instagram’s Newest Feature: IGTV”

In response to the dramatic rise in popularity of video content on social media, Instagram has launched a long-form video feature called IGTV, where videos can run up to an hour long.  Instagram CEO Kevin Systrom said at an event to announce the launch in San Francisco: “Teens are now watching 40 percent less TV than they did five years ago,”It’s time for video to move forward and evolve.”

In the same announcement, Instagram revealed that it has reached 1 billion users making it the third largest social network after Facebook and  YouTube.

As for the functionality, IGTV is available in 2 forms–in the form of a stand-alone IGTV app, or from within the Instagram app itself. Video content is streamed from ‘channels’ which belong to the content creators. The IGTV button is located at the top right of the Instagram app home screen, before the message inbox. Once open, video is streamed automatically with tabs for videos recommended to you based on your interests; popular videos on Instagram, videos from the profiles you follow and video that you had started but not completed watching.

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

Similar to Instagram posts, you can like, comment and send these videos to friends through direct messaging. Similar to youtube, the videos created belong to content creators and anyone can create a channel–all you need to do is click on the “create channel” button on the right-hand side of your screen.

At the moment, IGTV does not allow live video from the Instagram app and you can only post a pre-shot video from your phone which is vertical. Sure, you can upload a horizontal video to IGTV, but that’s how IGTV has intended it to be. The duration of the video can range from a minimum of 15 seconds to a maximum of 10 minutes (unless you have a large following) which once posted can be shared to Facebook.

IGTV Vs Snapchat

It is not the first time Instagram has duplicated a feature from Snapchat as the latter was the pioneer of the 24 hour-long temporary posts. Instagram drew on this feature by launching Instagram stories which has been incredibly popular on Instagram, drawing more users than all of Snapchat. IGTV can also be compared to an elaborate version of the ‘Discover’ section of Snapchat which displayed vertical video format from chosen creators like CNN, Buzzfeed, Vice etc.

IGTV Vs Youtube

Youtube has been the prevalent destination online for consumption of longer videos and has made careers of millions of influencers around the world due to its sophisticated ‘recommendation’ algorithms and monetization options for content creators. Youtube is also set apart from other video platforms as a more private source of content consumption rather than a place to share, tag and catch up with their friends. Also unlike YouTube, IGTV exclusively shows videos in a vertical format rather than requiring you to switch to widescreen.

Analysts believe that Youtube is more likely a competitor than Netflix even though 1-hour long video is supported on IGTV.  Techcrunch states that “Instagram is focusing its efforts on web celebrities that made their name on mobile rather than more traditional, old-school publishers and TV studios that might come off too polished and processed,”.

IGTV & Influencers

 

Source: https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/

 

This launch is more good news for influencers today as Instagram states that will eventually plan to make sure people making popular videos have a way to make money from their efforts. At present, it is not paying creators for content on the app nor does it allow advertising.  There will be no ads on IGTV to start, but that would be “a reasonable place to end up,” Systrom says.

To start off, Instagram has signed up Insta-famous personalities such as Lele Pons, who has 25 million Instagram followers. For now, Lele has made no plans to switch loyalties from Youtube saying, “I’m still going to be posting on YouTube as well as on Instagram.”

An important factor to note as an influencer is that someone follows you on Instagram, they will automatically follow them on IGTV and vice versa!

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

Scoot Emerges The Winner in The Daryl Yow Controversy!

June 21, 2018 Posted by In The News 0 thoughts on “Scoot Emerges The Winner in The Daryl Yow Controversy!”

One influencers’ scandal is another brand’s campaign! Scoot has jumped into the Daryl Yow plagiarism controversy brewing in Singapore by indirectly referring to Yow in a post on Instagram.

To give you some context, Daryl Yow is a popular Singapore-based photography influencer (104k followers) who has collaborated with top brands like Sony, Oppo, and UNIQLO, among many others. He came under fire from his followers and other influencers after Mothership.SG found several photos in Yow’s Instagram feed that look uncannily similar to stock photos or other photographer’ss work.

Below are images under question from Daryl Yow profile:

 

 

 

Scoot reused a ‘plagiarised’ image from Yow’s profile of Mykonos, Greece and then superimposed a cut-out silhouette with a caption “insert self here (for real)”.  In the guise of poking fun at the influencer, Scoot managed to promote the Athens 1st anniversary (and Berlin inaugural launch) ticket sale which their audience loved as this post has 5.1k likes, 2988 shares, and 837 comments till date.

And that’s not all, the internet being the internet has adopted a #darylaidenchallenge (about 300 posts already) where they photoshopped themselves into stock or plagiarised images.

 

This whole saga has become a good lesson for brands and influencers alike. The audience appreciates story-telling in marketing especially for a young, peppy, travel-centric brand, and people respond to brands sharing a laugh with them. Also, brands should actively engage with each other on social media and take risks even if they may seem bold- as they say any PR is good PR!

As for influencers, it’s important to remember that repurposing content and plagiarizing them are different, and one of them will tarnish your reputation and ring alarm bells for your customers. Repurposing can involve building on existing content and changing their purpose and usage while creating something distinct from the original. Giving credit where it is due is a best practice.

Sony Singapore, one of the brands Daryl has worked with, has responded to the controversy stating: “We are surprised and disappointed with what has been reported and are currently looking into this matter. Sony strongly encourages the art of creativity, however, we do not condone any action such as plagiarism and take a serious stance on it.”

As for Daryl Yow, he has since posted an apology on an Instagram post saying that the outrage against him was “justified”, and that he accepted “full responsibility” for his actions.

“I was wrong to have claimed that stock images and other people’s work were my own,” said Mr Yow. “I was also wrong to have used false captions that misled my followers and those who viewed my images.”

“Having marketed myself as a photographer, I fell far short of what was expected of me and disappointed those who believed – or wanted to believe – in me. For all of that, I apologize.”

Sign up with Affable today to supercharge your influencer marketing by bringing your search, due diligence, and analytics tools in one place.

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.