Influencer Profiles you Don’t Need for your Advertising Campaigns

Harshita Agrawal

Harshita Agrawal is the Founder at eSocMedia. She is a social media and influencer marketing specialist who spends most of her time behind the screen. She's also an avid reader and a travel enthusiast.

Finding the right influencers is half job done while planning your influencer advertising campaigns. This is probably the hardest part because once done right, everything eventually follows. Most of the influencer campaigns that fail, the bottom result is not the wrong influencer campaign but searching the wrong influencer

While few influencer accounts are difficult to understand if they are reliable or not, many are easy to understand when you go through their influencer report. According to a research by HypeAuditor, Instagram fake followers/engagement can be bought for as low as $.36/1000 followers, $0.68/1000 likes, $48/1000 comments and more. These low costs clearly indicate how filled Instagram is with fake followers and engagement numbers. 

To help make things easier for you, in this article, we will look at how to analyze an influencer account for the warning signs and avoid them.

Signs that let you know that you don’t need this influencer:

Their follower numbers and engagement metrics do not match: 

The average engagement rate on Instagram is between 1-5%. The more the number of followers, the lesser the engagement rate. For accounts with followers of more than a million, engagement rate is around 1.97%. For accounts with follower numbers less than 20k, engagement rate is between 2.5-5%. 

If you come across an influencer account where the engagement rate is below 1%, it could mean a few things:

  • The influencer has fake followers. Maybe the influencer has bought followers and hence their engagement doesn’t match the number of followers.
  • The influencer has low engagement. This is possible when the influencer’s content doesn’t resonate with their followers.

In either cases, it’s a sign that this influencer is not ideal for your influencer campaign. 

For example, an Instagram account @fashion_look23 has 8.3k followers with an engagement rate of 0.55% as seen on HypeAuditor discovery tool. 

When you analyze their Instagram account, you will actually notice an engagement of less than 40 likes and no comments on their Instagram account. Looking at their post engagement, it’s apparent that the influencer has gained followers by merely following accounts but with no interested audience. 

Hence, while finding your influencers, it’s important to check their engagement rate. Influencers with high engagement rates provide better ROI on your influencer campaigns. 

The influencer has fake/poor audience score:

Another warning sign when hiring an influencer is their audience quality and score. With many Instagram like and comment pods, influencers are now able to inflate their engagement. But, that doesn’t mean that their audience is genuine and interested in their content. Tools like HypeAuditor can clearly demonstrate the audience quality of an influencer. 

For example, an influencer account, @rawanofficial4 shows high engagement rate and follower numbers but low Audience Quality Score (AQS) on HypeAuditor Discovery. 

When you check their influencer report on HypeAuditor, you can see many warning signs as below. The percentage of suspicious accounts, mass followers, etc help indicate that the account is not trustworthy. 

Checking an influencer’s report can save you a lot of dollars in the long-run as you are fully aware of your influencer’s audience quality. This is probably one of the most important things to do before you hire an influencer. 

The influencer communicates poorly about pricing and working:

Once you’re done picking the right influencer by checking their engagement rates and audience score, the next step is to get in touch with them. Some influencers may get back with a simple DM on Instagram while many may ask you to send them an email. 

While communicating with an influencer, you should look for the following elements in their replies:

  • Unclear pricing: Their pricing structure should not be dubious. If they are ready to negotiate to any number, they might not be fully reliable. Professional influencers have a clear pricing plan that they follow and expect you to follow. 
  • Unsure promotion details: The influencer should be clearly able to communicate promotional details like when, where, and how. If they are not stating all the platforms and their process, you need to keep looking. 

How to move Forward with the Right Influencer Profiles:

Keeping in mind the signs above should definitely help you in staying away from wrong influencers and hiring the best ones for your campaigns. Other than this, it’s also important to start an influencer campaign with a clear goal in mind. Campaigns with definite goals and plans will go a long way in making your influencer programs a success.