- The influencer marketing industry left an economic spill of 16 billion dollars in 2022.
- An analysis revealed that 49.23% of mega influencers on Instagram have been involved in fraudulent follower numbers.
- To avoid falling for a scam when hiring influencers to promote your medical office, remember to follow the following tips.
There are different ways to promote and publicize your medical office. The rise of digital media has created a new avenue where you can reach millions of people instantly. One option to have a better chance of success is hire influencers and create a campaignbut is it really worth it or is it an unnecessary expense?
The campaigns of influencer marketing can generate incredible results when experts, agencies, and brands work together to select a good content creator. At the same time, this strategy can turn into a financial nightmare when there is no auditing or verification of the influencers’ followers.
Digital market in full growth
According to an analysis of Influencer Marketing Hubthe industry closed 2022 with an approximate value of 16 billion dollars, and it is expected that by 2028 it will reach 84 billion dollars.
Despite the foregoing, an investigation of Statista revealed that the majority of Instagram mega-influencers with more than a million followers worldwide were involved in fraudulent activities by inflating their follower numbers between 2019 and 2021. The study indicates that the average participation of influencers involved in this type of fraud during 2021 reached 49.23 percent.
“It is very easy for many people to be surprised to see huge numbers of followers concentrated in a single influencer on any social network, however, there is a huge percentage of content creators who can pay to increase numbers, which is a common practice in the influencer marketing industry,” said Dave Dickman, CEO of Tagger.
Influencers who inflate their numbers usually pay to get more followers. On many occasions these actions attract real people who ended up delighted with the content of the creators, and other times they are fake accounts set up by bots.
Recommendations when hiring influencers
Virtually everyone who has an active social network can have fake followers. Therefore, the expert pointed out that credibility plays an important role in said market, so he recommends following the steps below to avoid falling for scams.
verified accounts
Several social networks allow new opinion leaders, organizations, companies and associations to fill a series of requirements to verify their accounts with the so-called blue tick. Checking this authenticity step will provide greater satisfaction to companies or agencies interested in hiring an influencersaid Jorge Zerecero, Strategic Manager for Latin America.
“A verified account grants credibility and authenticity to the profiles. This means that said person or company is real, which reduces the chances of dealing with false identities. In addition, the verification offers information and tools to measure the performance and reach of the campaigns, from the interests of the followers, demographics to the impact that a contract with certain influencers could generate”.
Engagement rate
For his part, Mauricio Villa, leader of Tagger for Latin America, indicates that real audiences are easy to notice in content creators, because a low participation of comments and “likes” in an account with too many followers only means two things: a bad day of releases or totally dummy numbers.
Point out that review engagement, that is, the number of interactions they have on your posts could verify if you have real or inactive users. “It is important to analyze the relationship between the number of followers and the number of interactions they have on their posts to assess the authenticity of their audience,” said Mauricio Villa.
strange followers
Tagger CEO Dave Dickman argues that a simple glimpse of an influencer’s audience can save a hefty investment for some campaigns. For example, a Mexican creator dedicated to sharing regional music tracks with a majority Asian following may be flagged as a flagship network during the selection process.
social intelligence
There are technological tools within the Tagger platform, such as Signals, which can analyze content, posts, profile data, demographics, conversation tracking, bot detection, and suspicious growth in order to delve deeper into the data of the potential influencer to select. for certain campaigns.
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