Hiring Kylie Jenner for Your Brand is Cheaper than a Super Bowl Ad

Forbes' recent cover model and "self-made" billionaire, Kylie Jenner, charges brands $1,000,000 per Instagram post to promote their products. Are these brands just wasting precious advertising dollars or is there a sound strategy behind the decision? Let's break down the math to see if it's sticker shock or scam.

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Get Real About Fake Followers Using Tagger Media

Instagramer @chrystelalexa appears to be an experienced fashionista: she has 119K Instagram followers of her profile featuring her trendy outfits and travel to popular global cities and a healthy 3% engagement rate. However, after looking at this profile using Tagger Media insights and tracking, the follower and engagement metrics may be too good to be true: 30% of Chrystel’s followers appear to be fake. 

Posting unauthentic content, collecting artificial followers or architecting loaded engagement, violates Instagram’s Terms of Use; unfortunately, these behaviors still exist and present risks to brands and agencies seeking to leverage social platforms for productive content partnerships. 

In a New York Times article published in mid-March, the company Dovetail estimated that of the top 20 Instagram accounts, on average, 16% of their followers are fake. In addition to bot prevalence, branded content programs are scaling without proper vetting and heavy reliance on automation software and contribute to how follower fraud is unnoticed.

Tagger Media uniquely addresses bot activity by unveiling and surfacing likely indicators of Instagram fraud.  By evaluating @chrystelalexa’s top affinities using Tagger’s advanced filters, insights and proprietary Affinity Engine, one can quickly detect dissimilarity between profiles.  For example, her top affinities do not align with her primary content topic, fashion. Additionally, Chrystel’s jagged Instagram follower count trend denotes dozens of instances where her followers grew exponentially overnight and strongly indicates the use of inorganic, unconventional audience growth methods.

Tagger Media has built tools to determine the validity of a social profile across various data points and empower agencies to scale branded content marketing with confidence. Tagger’s advanced search tools and algorithms  substantially reduce the variables campaign managers need to keep an eye on when sourcing for campaigns and diligently check the authenticity of content partners.

 

We started by listening to music and now we’re listening to social.

Heralding from the music business, we were mining social channels for industry insights to apply back into it – searching for canaries, seeking new rotations and scrubbing for trends before they became one.  

We stitched basic off-the-shelf market solutions with a few lines of code and some spreadsheets to track our interests until we realized that we could build it – a complete end to end content management platform.  So, we did. And, at the same time, we began classifying and graphing 80B followers and their affinities, too. 

And then we got a big gig: to discover a highly unique artist-specific audience for a major telecommunications company to engage.  Using our mapped data, we identified unique profile segments with higher affinities to the artist, a propensity to engage and a geography opportunistic to the event.  Because the data was built into the content and campaign management platform, we were able to swiftly architect outreach and deliver audience.  Literally.  Our gig helped them sell out theirs.

We knew that what we did for bands, we could do for brands, uniquely.  And, that’s music to our ears: to hone social listening and effectively increase the volume of branded content marketing.

We are Tagger. With us, brands, agencies and media companies maximize their social relevance by working with unique, creative content partners efficiently in an efficient workflow. Architected as a SaaS solution, Tagger is intelligently social: built with enhanced data to hone social listening and broaden profile discovery for efficient and complete content campaign management and measurement. Tagger’s proprietary Affinity Engine empowers access to and advanced filters for 1M+ digital profiles and 80B uniquely  mapped social accounts.   

That is our jam.