Internet users have an average of 5.54 social media accounts, and many of them can be found on Instagram. The social network has more than 400 million active users, making it an ideal platform for influencer marketing.
Where there is audience, there is inevitably monetization. Where there is money, there are unfortunately individuals or communities looking to game the system and make a quick buck. We've seen it again and again, both inside and outside of the advertising world. It is estimated that 60% of global advertising dollars are wasted due to fraudulent activities. Instagram and other social networks are no exception to this rule. In fact, recent studies show that over 8-11% of social media accounts are fake.
The potential for fraud has grown as marketers move more budget into social, where some users are even seeking inorganic ways to grow their follower base and activity. These days, some influencers are tempted through scams that allow them to purchase “fake” users and engagements. “Unfortunately, a lot of businesses and content providers on social media are looking for a quick fix when it comes to building a follower base,” says Gina Lee, an Instagram influencer with more than 67K followers. “And it’s even more unfortunate, that many of them go as far as paying for fake followers. While it might be an easy game to play, in the end, it not only hurts the purchaser, but it hurts the entire social community.”
Building a Reputable Business
Influencers constantly speak of the pressure to go above and beyond to build a large audience. Creating the perception of influence indicates that an individual or brand has the ability to market to thousands of people. However, in order for influencer marketing to be effective for brands, the influencers behind the promotion need to remain genuine. Thankfully, the majority of influencers treat their accounts as their professional business and brand. They are driven by creating quality, engaging content for their audience and growing a reputable business for marketer partnerships.
“For me, I prefer to build and belong to my various social communities through a much more organic process,” Lee continued. “That means being consistent and engaging with those I am connected to on social media. I value the engagement and the connections I make more than the number of followers listed in my profile.”
Fullbottle encourages influencers like Gina to continue to grow their business. We rely on a number of tools to help mitigate the risk of fraud for brands and promote a community that values ethical business practices. For example, we use sophisticated tracking methods to monitor and analyze activity in real time and provide alert notifications when suspicious activity is detected. If fraudulent activity is detected we have a zero tolerance policy. We also rely on our community of influencers to report any signs of fraudulent activity. This approach of community monitoring has proven to be very effective in reporting and detecting fraud. Additional product features are also in the works to help maintain a clean and honest marketplace.
"We believe that by building a community that cares about ethical business practices and takes fraud seriously, everyone involved wins," said Natalie Enright, Co-founder of Fullbottle. "The brands win by cutting out waste, and influencers win as brands continue to move more and more dollars into influencer marketing when they see fraud is not tolerated."
If you are an Influencer who is building a reputable business and would like to work with great brands like Almay, Toys”R”Us, Chobani, you may want to contact Fullbottle to join our marketplace. If you have any additional questions on fraud detection policies and monitoring or would like to anonymously report any suspicious accounts, please contact the Fullbottle fraud team. We appreciate your support!
Instagram announced on March 15 that it would be making big changes to the way its users see their news feeds, implementing an algorithm to reflect what people “care about the most.” This came after the social network stated that its users generally miss about 70 percent of their feeds. The goal is to ensure that people see posts from friends, Instagram influencers and brands they love every time they log in.
“The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post,” Instagram stated. “As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.”
Instagram appears to be following in the footsteps of Facebook, as well as Twitter, which began curating posts last month, according to Forbes. Until now, Instagram has been using a reverse chronological order to display its posts.
The Need for More Engagement In order for Instagram marketing professionals to ensure that their posts don’t get buried, engagement is going to be key. Instagram influencers and brands will need to make sure that their posts are double-tap worthy and viewed as essential to their followers.
According to Instagram, there are more than 40 billion photos shared on the platform every day. How can you create posts that stand out and vie for the attention of your target audience? Furthermore, how can you ensure that you aren’t spending money to promote posts on a reach basis?
A cost-per-like model can ensure that your strategy shows an ROI. It can help you track how much money you are spending to encourage engagement, as well as optimize your plan to drive more likes and comments. Ultimately, this can help you achieve your marketing goals, whether you’re attempting to increase brand awareness or improve lead generation.
For more information on how you can begin utilizing Instagram influencers, contact Fullbottle today!
This weekend, Seattle Fashion Week 2016 is set to kick off in the Emerald City. Designers from all over the Pacific Northwest will be on hand to showcase the best of their collections, and Instagram influencers will have an opportunity to mingle with some of the region’s fashion leaders.
While models are strutting their stuff on the runway, you might be thinking about how you model your brand on Instagram. When it comes to Instagram marketing, getting the right angle is essential to posting a photo that receives dozens of likes and comments.
Getting the Right Shot "Angles can make or break a photograph," Instagram Influencer Drew Scott told the Huffington Post. "Making sure you are taking the picture at the correct angle is definitely key."
But how do you get the perfect angle?
Scott goes on to say that it’s best to make sure your photographer (if you’re using one) gets as low to the ground as possible. Aiming upward can elevate your subject and give it more superiority. Other Instagram influencers recommend visualizing the image you want to capture in real life beforehand – know your angle before you shoot.
Instagram Marketing and Photo Perfection Some of the most successful Instagram influencers will tell you that it’s all about editing. However, there are a few other tactics you can use to up your photo game. For example, composition can make a big difference in terms of catching the eyes of your followers, according to Quartz. Using natural light can also help you reduce the amount of editing you need to do while enhancing your shot.
Finally, avoid using Instagram’s camera to take your photos.
“It doesn’t have the same functions that your phone camera does, such as zooming and other potentially useful tools like the grid feature of the iPhone camera,” says Marc Bain of Quartz. “Those can help you to compose your photo better.”
For more insight into how you can enhance your Instagram marketing strategy, contact Fullbottle today!