An Overview of Ukraine's Influencer Marketing Landscape

State of Influencer Marketing in Ukraine

There were 13 565 000 Instagram users in Ukraine in September 2020, which accounted for 31.2% of its entire population.

Instagram was launched in 2010 and rapidly gained its popularity.

With its 1 billion monthly active users (June 2018) Instagram becomes not only one of the leading social networks but also the most important platform for Influencer Marketing.

In this report, we will provide you with the most current Instagram influencers insights and benchmarks and give a data-driven look into the dark side of fraud schemes, that are used by Ukranian influencers to fake popularity and get more money from brands.

Instagram influencer Landscape in Ukraine

We break down influencers into five main influencer tiers by the number of Instagram followers

Mega-influencers & Celebrities (over 1M followers)

  • They often have a very mixed audience with various topics of interest.

  • Their relationships with them are more distant compared to other groups of influencers.

  • They have the biggest reach but the lowest trust.

Macro-influencers (100K – 1M followers)

  • They are famous in a local community, you can think of them as “mini-celebrities.”

  • Their content is usually high-quality and is comprised of a certain passion or topic.

Micro (5K-20K followers) and Mid-tier influencers (20K-100K followers)

  • They have more niche audience that is highly engaged with the deeper connection.

  • Micro-influencers present in almost any sector: health and fitness, food, entrepreneurship, fashion, and beauty to name just a few prominent categories.

Nano-influencers (1K-5K followers)

  • They are regular consumers who are passionate and willing to share, but have little influence. Nano-influencers (1K-5K followers) They are regular consumers who are passionate and willing to share, but have little influence.

Distribution of influencers by Tiers

For this report, we have analyzed 74 577 Instagram accounts from Ukraine.

The number of Macro and Mega-influencers is limited. There are only few Ukranian Mega-influencers so we didn’t get them into account in this Report.

The majority of Ukranian influencers are Micro-influencers (55.4%).

Who are these influencers?

Core influencers in Ukraine are women aged between 18 and 24 years old. There are also a big amount of male influencers aged between 25 and 34 years old.

Distribution of Influencers by Categories


38.1% of Instagram influencers in Ukraine post in the category Beauty and Fashion. It is the most popular Category in Ukraine.

Instagram Engagement Rate

For many marketers engagement is the most important metric and a popular KPI of brand awareness. But what exactly does it mean?

What is Engagement Rate?

How Instagram engagement rate is calculated

Engagement Rate or ER is a commonly used benchmark of success on Instagram as it can determine if an influencer is connecting with their audience.

Highly engaged content with many likes and comments often stand a better chance of organically appearing on an Instagram feed.

Average Instagram Engagement Rate by Tiers in Ukraine

Nano-influencers have stronger connections with their audience thus, their ER is higher. On the chart below you can see that nano-influencers have the highest ER (3.38%).

It is also worth noting that the average engagement of Ukrainian influencers is lower than the worldwide average. Users in Ukraine are less engaged in influencers’ content.

But the ER of Macro-influencers (100K-1M) is 59% higher, than the average ER of Macro-influencers Worldwide.

Average interactions per post by Tiers in Ukraine

Average interactions per post by Tiers in Ukraine

Compare the number of likes and comments between influencers with the similar followers number. Pay attention to Likes to Comments Ratio, this metric indicates how strongly influencer’s followers are involved in a dialogue.

How much do influencers earn in Ukraine?

How much influencers of different tiers earn in Ukraine

Influencers reward for a post or story depends on many factors, such as creator’s niche, engagement rate, content production cost and so on.

In the graph above we provide market average prices in USA dollars for a post, but you must remember that there are always exceptions.

The price does not include the production of complex content, exclusive rights and other extras that brands often inсlude in a contract with an influencer.

Instagram influencer Fraud in Ukraine

The influencer marketing industry is projected to be worth $5 to $10 billion by 2020 but research shows that the big number of influencers have falsely manipulated their follower numbers and engagement.

The market growth is directly linked with the cost-per-post value. How much a blogger would charge for a sponsored post hinges on one’s likes averaged per post and number of followers. This is the reason why fraud eventually became a thing: unscrupulous bloggers start buying likes and comments in bulk so that they can grab more money from the brands.

Influencer fraud is so common that marketing budgets are being impacted by it all over the world.

What is influencer fraud?

Organic Instagram growth is a long and arduous process. Not all influencers are ready to invest their time and money on it. Besides there are tons of apps and websites that tempt to get followers, likes and comments immediately in any amount and with quite a small sum.

The fraud starts when these impatient influencers connect with brands to advertise their products and services. Usually a brand agrees to pay a fee based on the number of followers the influencer has and ends up wasting their time and money.

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How do influencers inflate their number of followers?

Fraud influencer

Among their most popular tricks are:

  • Buying followers

  • Using Follow/Unfollow

  • Buying likes and comments

  • Buying stories views

  • Using Comments Pods

How many Instagram influencers are involved in fraud in Ukraine?

Percentage of influencers that have fraud followers

32.84% of Instgram influencers in Ukraine are involved in fraud.

The highest percentage of fraud-free we will find in the group of influencers who have between 1K and 5K followers. Only 23.25% of influencers in this group are involved in fraud.

The vast majority of influencers have tried some flawed methods for Instagram growth at least once. influencers who have over 5K followers understand that their numbers correlate with their earnings, thus they intentionally inflate their metrics.

The most controversial are mega influencers and celebrities. Approximately 10% of them artificially inflate their engagement and number of followers, but most of them are just victims of SPAM. We’ll provide details in the following sections.

Abnormal Growth

Most of the influencers increase their number of followers gradually. Every month more and more Instagram users are starting to follow them. Some promotion methods, advertising, mentions in media or a shoutout from another influencer could accelerate this growth, but nevertheless, the general pattern remains the same.

However, some influencers do not want to wait and use inauthentic methods to increase their followers number immediately. Unfortunately, most of these inflated followers are inauthentic.

How to detect Inauthentic Growth?

To detect growth anomalies you should check the Followers graph that shows the dynamics of followers growth. Analysis of this graph gives a lot of information about the account’s growth patterns and trends and also helps to detect if an influencer has bought followers.

Accounts that increase followers number artificially will show sudden rises and hockey-stick growth on a Followers graph.

Who are these inauthentic followers?

Inauthentic followers could be classified into 2 categories.

Mass followers

Instagram users with more than 1500 followings are identified as Mass Followers. They use automatic tools for Follow/Unfollow. Mass followers don’t see the influencer’s posts.

Suspicious accounts

Bots, fake or stolen accounts and people who use specific services for bulk purchase of likes, comments and followers.

How many Instagram influencers have growth anomalies in Ukraine?

Percentage of influencers that have growth anomalies

15.82% of Ukranian influencers have growth anomalies.

The easiest and fastest way to grow followers number is to buy them. Over 29% of influencers with 20K-100K followers, and over 35% of influencers who have between 100K and 1M followers have anomalies in their follower’s chart. This serves as an indicator that most likely these influencers are buying followers regularly.

How many Instagram influencers have Inauthentic comments in Ukraine?

The percentage of influencers that have inauthentic comments in Ukraine

Almost 17% of influencers have inauthentic comments. The biggest percentage of them are on Mega-influencers accounts. We believe this is not due to their inauthentic actions but due to the overall level of SPAM on Instagram. Most of the spam came from users who use Instagram Comment Tools and Bots. They target their comments based on: hashtags, geo location, followings of other accounts, specific accounts targeting.

What comments are inauthentic?

Comments to tag-to-win giveaways and contests, spam comments, and comments that come from Instagram Pods are considered inauthentic.

When we check Comments Authenticity, we take into account multiple factors, among them: commenter’s content and the quality of an account that left that comment.

We mark as suspicious comments that:

  • Consist of emojis only or words like: wow, cool, fantastic etc.

  • Are monosyllabically simple and irrelevant.

  • Consist of the mention of another account only.

There are two main inauthentic methods to boost the comments number:

  • Buying comments

  • Comments Pods (we will look at them in more detail below).

What is a Comment Pod?

An example of a comment pod

Comment pods (Engagement Pods or Boost Groups) are groups of bloggers collaborating to run up their activity. They often gather on Facebook, Telegram or other chats. A blogger from such pod would make a post and throw a link to the chat with some comment: “likes, comments (3 words and more), saved.” And then he/she would go up the chat to see the last 10 tasks from other bloggers and carry them out. This method is definitely hard to see with eyes only as there are real people with real accounts and high-quality content, and they would write extended comments.

How to detect Comment Pods?

It’s hard and time-consuming to detect engagement pods manually. To do this, you should check every comment and a follower who left them. If you see that all posts are commented by the same group of users, it might be a pod. To detect pods at a HypeAuditor our machine-learning algorithm takes into account multiple factors, among them: behavioral patterns, commenter’s content and the quality of an account that left that comment.

How many Instagram influencers use Comment Pods in Ukraine?

The percentage of influencers that use comment pods

4.71% of influencers from Ukraine use Comment Pods.

Investing time in Comment Pods make sense for small accounts. That’s why this trick is commonly used by influencers who have less than 100K followers.

Over 5% of influencers who have between 1K and 5K followers use Comment Pods.

Methodology

The report uses data from a wide variety of sources, including market research agencies, internet, and social media companies, news media, and our internal analysis.

We have collected and aggregated open data from a variety of sources: social platforms, catalogs, websites, crowdsourcing, and many more. After that, we processed the data by anonymizing, sorting and structuring, cleaning and removing any irregularities, and enriching the data.

Then we transformed the data into intelligent estimations by using best-in-class estimation and machine learning algorithms developed by our team of leading data scientists and influencer marketing experts.

About HypeAuditor

This report was made by HypeAuditor

HypeAuditor is an AI-powered Instagram and Youtube analytics tool that helps to get insights about the creator’s audience, increase advertisers’ ROI and safeguard authenticity in influencer marketing. It sets a standard for the Instagram analytics by providing the most accurate data.

HypeAuditor applies machine learning to determine behavioral patterns and identify fake followers and engagement on influencer accounts. It presents users with a breakdown of demographic data for an influencer’s audience and brings benchmarks for each metric for influencers with a similar number of followers.


For questions or details, contact

Nick Baklanov
marketing specialist at HypeAuditor
nick@hypeauditor.com
+13477080034

Want to partner with influencers who will be right for your brand?
Find the best creators with HypeAuditor Influencer Discovery and its 92.5M+ account database.
Nick is a marketing and research specialist at HypeAuditor, with a passion for exploring social media trends and uncovering insights to help businesses make informed decisions, recognized by leading publications and events for his expertise in influencer marketing and dedicated to driving innovation in the dynamic world of social media.
Topics:State of influencer marketing
October 17, 2020
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Nick is a marketing and research specialist at HypeAuditor, with a passion for exploring social media trends and uncovering insights to help businesses make informed decisions, recognized by leading publications and events for his expertise in influencer marketing and dedicated to driving innovation in the dynamic world of social media.
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Want to partner with influencers who will be right for your brand?
Find the best creators with HypeAuditor Influencer Discovery and its 92.5M+ account database.