The marketing of influencers is at the crest of the wave since at the least three years, including 2018, and it appears that its implementation in marketing campaigns will increase. However, as is well known, quantity does not equate to quality and this is a parameter that should not be lost sight of when selecting and segmenting the stars of the social networks that will be part of our campaigns. Despite this, many times it falls into the hiring of profiles that are far from being what our brand needs, that is, they are false accounts . South Africa Email List The question is how to detect them in time to avoid unnecessary waste and, what would be worse, a negative impact on the company in question. The Mermaid Project This experiment in social networks has already been carried out in an Anglo-Saxon version, where the market is much larger, as it tends to impact more globally. On this occasion, the Serena Project, as it was baptized, was headed by a Spanish marketing agency (Human to Human).

To articulate this, only three fairly simple steps were necessary: Hire an actress Produce content for her focused more than anything on Instagram Buy hundreds of followers, likes and comments With these three characteristics very well planned, the account quickly reached 100,000 followers (with a celebration photo included). As a result, many companies contacted the fledgling celebrity to negotiate product exchanges in exchange for advertisements, also to invite her to different events and more. According to the agency’s report, these messages were sent directly by community managers, other agencies, and from the businesses and firms themselves, without any prior marketing advice . This is not the only example of influencer fraud , as the cases of virtually designed models are also known. In fact, one of the most successful was Shod Gram, who was created by computer and immediately piqued the interest of fashion and apparel brands. How to identify fake influencers? This is the one million question. While it is true that you can always make a mistake,

it is also true that you can minimize the percentage of risk taking into account certain notions of basic analysis (and common sense, some will say) that can always be complemented with other tools the profession’s own digital data. Hong Kong lead Number of followers : You already know that this is not strictly real, but it is good to start with the tip of the iceberg. Evaluate if these followers are bot accounts (remember the famous egg accounts on Twitter) How? Checking that they have their own publications and recent activity and some experience on the platform, that is, they have not been created a short time ago. Also, they shouldn’t have weird names to the extreme. Engagement : Look carefully that there is not a considerable gap between one publication and another in terms of comments, reactions or likes. There may be exceptions if a post got an exorbitant vitalization, but it is not the general rule. It is also an indicator that the language of these comments matches that of the original publication, since it is normal to find in these fake accounts of Spanish origin, to cite an example, hundreds of messages in Arabic.