This past week in Cannes, France, Unilever CMO Keith Weed drew a hard line in the sand on the subject of influencers who've purchased fake followers. He vowed that all of Unilever's powerful brands, Dove, Axe and Talenti among them, will all avoid collaborating with influencers who've purchased fake followers
“The key to improving the situation is three-fold,” Weed said. “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.”
His deep feelings of frustration on the subject were made loud and clear throughout his speech, and I understand where he's coming from. Flagging influencers who've purchased fake followers and verifying each influencer's audience has been an important part of the Cohley platform for quite some time.
We both monitor this information across our influencer base and display these metrics so that our customers can clearly see this data for themselves. See below:
The Audience Credibility percentage tells you what percentage of their followers are real. If that number is below 90%, we've got a problem and we'll act swiftly to flag and remove that influencer from the network.
The Trending Engagement metric is also an important piece of the equation; By looking at each influencer's last 15 posts rather than their entire body of work, we can give clients a much more accurate predictor of how a potential collaboration between them and the influencer will perform in the near future. Historical data is great, but it doesn't always provide actionable insights that can help brands be more successful with influencers.
“This is a deep and systematic issue, an issue of trust that fundamentally threatens to undermine the relationship between consumers and brands,” Weed went on to say.
Cohley can help you avoid these pitfalls and take the guesswork out of your influencer efforts.
You can read the full article in AdWeek here.