With influencer marketing fraud in the spotlight, influencer marketing software companies are increasingly emphasizing their abilities to detect fraudulent behavior, with some vendors redesigning their systems to that end. Mavrck, a Boston-based influencer marketing company, released a new system this month that defines an influencer as having a high, medium or low risk of fraud based on purchasing followers or engagements.
It uses an algorithm to assess a statistically significant sample of followers and accounts that like or comment on posts. “A year ago, we had benchmarks that were like, ‘This is what you should be getting.
If you’re above or below that benchmark, it’s kind of fishy,’” said Lyle Stevens, co-founder and CEO of Mavrck. “[Our customers] wanted us to make it very simple and obvious whether or not this person bought followers.” Efforts to detect and prevent fraud aren’t new, but they’ve changed as technology has improved and as marketers have grown more aware of it. The New York Times in-depth report in January on a company that sells fake followers and Unilever CMO Keith Weed’s comments during Cannes this year brought renewed attention to the issue, vendors said.
Recently, platforms like Twitter have done more to purge bots from its platform, and some agencies have changed the way they charge for influencer campaigns. “As a startup, you can yell and scream, and people won’t listen as much as they will a CMO that owns many brands.
It helps to get people like Keith talking about it,” said Krishna Subramanian, a co-founder of Captiv8, an influencer marketing company which provided data for the Times report. Preventing fraud has been something that brands have said they want as well. Read more from digiday.com…
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