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Influencer Marketing Gain and Pain

Facebook’s move against fake social media activity is one to be welcomed.

Although to be fair, the cool kids at have been operating apparently since 2007, so maybe it’s a bit overdue?

Buying social media followers has always been a dumb thing to do. For brands anyway.

While social vanity metrics get pumped up momentarily, as follower counts leap, when the brand actually starts posting in Facebook/Instagram the new fake followers don’t react to the posts, depressing organic reach for the legitimate followers. Creating a net loss.

The same is true of wannabe ‘influencers’. However, the benefit dodgy influencers have is that few brands and agencies actually do sufficient due diligence.[/vc_column_text][/vc_column_inner]

Meaning they can be a dental receptionist by day and gorge themselves on free hampers and face-scrub by night. All courtesy of negligent marketers who are rushing to get campaigns out the door.

Legitimate influencer marketing can be highly effective and creates win/win dynamics all around.

We recently worked with a smart team at Hoozu, who are innovating in the influencer space, creating data-driven client campaigns which move the needle for brands like Hello Fresh. However, outside of a small number of innovators like these, influencer marketing is rotten to the core and needs reforming.

Facebook’s latest move follows a purge on fake accounts last year, on Instagram, alongside changes to disclosure with Branded Content Tags and the soft launch the Facebook Brand Collab Platform.

All major platforms are following suit, to varying extents, which will hopefully clean up the image and improve the effectiveness of influencer marketing in 2019.