The document discusses issues with integrity in the influencer marketing industry. It argues that influencer marketing has lost its way and is focused more on selfies, clickbait, and fraud rather than genuine human connections. Specifically, it criticizes platforms for flaws in their data and campaigns, influencers for being incentivized by follower counts to engage in fraud, and marketplaces for taking large fees from both influencers and brands. It provides tips on how to identify suspicious influencer accounts by looking at follower patterns and engagement levels.

1. Nothing
connects
more with
people than
other people.

2. INFLUENCER
MARKETING HAS VERY
LITTLE INTEGRITY.

3. THE INDUSTRY IS
BEING LOST TO
SELFIES, CLICKBAIT,
AND FRAUD.

4. “I'M NOT UPSET THAT YOU LIED
TO ME, I'M UPSET THAT FROM
NOW ON I CAN'T BELIEVE YOU.”
― FRIEDRICH NIETZSCHE

5. THE PERPETRATORS...
The Platforms
Flaws in their data, one size fits all
campaigns, over-charging, turning
a blind-eye to fraud etc.
The Influencers
By being paid proportional to
their follow count, and with
agents who take a cut, they're
being driven to fraud.

6. HTTPS://INFLUENCERMARKETINGHUB.COM/INFLUENCER-MARKETING-2019-BENCHMARK-REPORT/
THE GREATEST CHALLENGES IN MANAGING INFLUENCER
MARKETING CAMPAIGNS

7. INFLUENCER MARKETPLACES
INFLUENCERS
BRANDS/
AGENCIES
Data
Access
Fees70% to 90%
of fees paid
List of
Influencers
Their conflicted position:
Income = 10-30% of Influencers Fee
MARKETPLACES

8. SO WHAT CAN WE TRUST?
👁👁
👆

9. HOW TO SPOT IT
Follower Patterns Following Patterns Suspiciously flat growth or
slowing engagement

10. WHERE TO GET THE DATA?
WE COLLECT IT OURSELVES, BUT YOU CAN FIND IT...
20.9%
7.6%
10.8%
60.7% 201.8K
35.8K
25.4K
69.3K
Real People
Influencers
Mass followers
Suspicious Accounts
Audience Type
Germany
United States
Italy
United Kingdom
Austria
45%
11%
4%
3%
3%
150K
37.4K
12.6K
10.8K
3.3K
Country

11. THE CAMBRIDGE ANALYTICA DOMINO EFFECT

12. Thank you!
@THISHE.RE