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.
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.