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Captiv8 report some data for spotting fake followers

Captiv8, a company offering tools for brands to manage influencer marketing campaigns, has released its 2018 Fraud Influencer Marketing Benchmark Report.
The report argues that this a problem with a real financial impact (it’s something that Instagram is working to crack down on), with $2.1 billion spent on influencer marketing on Instagram  in 2017 and 11 percent of the engagement coming from fraudulent accounts.
The goal is to give marketers the data they need to spot fake followers — and thus, to separate the influencers with a real following from those who only offer the illusion of engagement.
“For influencer marketing to truly deliver on its transformative potential, marketers need a more concrete and reliable way to identify fake followers and engagement, compare their performance to industry benchmarks, and determine the real reach and impact of social media spend,” Captiv8 says.
So the company looked at a range of marketing categories (pets, parenting, beauty, fashion, entertainment, travel, gaming, fitness, food and traditional celebrity) and randomly selected 5,000 Instagram influencer accounts in each one, pulling engagement from August to November of this year.
he idea is to establish a baseline for standard activity, so that marketers can spot potential red flags. Of course, everyone with a significant social media audience is going to have some fake followers, but Captiv8 suggests that some categories have a higher rate of fraud than others — fashion was the worst, with an average of 14 percent of fake activity per account, compared to traditional celebrity, where the average was just 4 percent.

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