The rush to cash in on the promise of influencer marketing created a mounting problem of fraudulent activities and fake followers by so-called influencers. It now needs the industry's full focus to be solved. InfluencerDB CEO Robert Levenhagen speaks about how we got to this challenging situation and how the industry - and especially brands - can address the issue when working with influencers. *** As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/ ****

1. Solving the
$500 Million
Influencer
Fraud Problem
Influencer Marketing Show | October 15, 2018 | London

2. Mass
Printing
Radio
Transmission
Television Internet

3. 17.000
107.000
2012 2013 2014 2015 2016 2017
SPONSORED POSTS ON INSTAGRAM PER MONTH
Source: InfluencerDB

4. 0.01 0.10
0.48
2.66
4.17
5.67
7.00
8.08
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
2013 2014 2015 2016 2017 2018 2019 2020
USDinbillions
High : $16.16 billion
USD (CPM value of
$10, the highest
reported value in our
research)
Mid: $8.08 billion
USD using a CPM
value of $5
(InfluencerDB
standard reference
CPM)
Low: $4.85 billion
USD (CPM value of
$3, the lowest
reported CPM)
MARKET SIZE
RANGE
Instagram Influencer Marketing Global Spend

5. 25%
We analyzed over 1 million Instagram
accounts that have at least 15,000 followers.
showed suspicious activity.
Approximately

7. DATE FOLLOWERS / +- FOLLOWING / +-

8. + + +

11. name withheld
name withheld

12. name withheld
name withheld

13. BRANDS

14. AGENCIES

15. INFLUENCERS

16. PLATFORMS

18. Distribution of Followers Compared to Standard
Number of Followers
Anomalous account size distribution shows presence of bad actors

19. AgeofFollowerAccounts
Number of Followers

20. Consistency of Account Growth Patterns
@selenagomez: 0.0001
@beautybird: 0.0029
Standard deviation in relative follower gains and losses over the last year
In the above example, Selena Gomez’s account shows a steady follower growth, while @beautybird, which
we suspect has purchased followers, shows a highly inconsistent growth pattern over time.

22. SAY HI
Visit us at Booth 72
influencerdb.com
robert.levenhagen@influencerdb.com