Interesting article on Digiday about influencer fraud on Instagram. The article references Instascreener data on fake engagement on Instagram - which declined from 1.7% to 1% from May to September 2019 but has popped up to 1.2% in December. While these numbers are not large, it points to the rise of Instagram as a key vehicle that agencies and marketers see as a way to increase engagement, and indeed, there appears to be significant spending wasted on fake engagement. As the article notes, $1.4B out of $1.9B of all US/Canada influencer marketing spend in 2019 was spent on Instagram and shockingly, as much as $255M of that amount may have been spent on accounts with fake followers.
The article also suggests that marketers are still trying to figure out the right metric - followers, likes and comments are useful, but there are likely other mechanisms to build out more complex metrics tied to revenue generated by marketing spend.
No comments:
Post a Comment