In this episode Apptica Talks about Influencer Analytics, Market Landscape and Fraud with Alexander Frolov - CEO & Co-Frounder at HypeAuditor.

HypeAuditor is an all-in-one solution for influencer marketers that provides essential tools for successful campaigns and goes beyond the “standard tool” concept. The platform offers a digital area to find relevant and safe influencers across our 75+ million profile database.

What we have covered:

• The shifts and updates in influencer marketing field
• The trend of influencer fatigue
• Dynamics of fraudulent activities
• Healthy engagements and benchmarks
• Free and paid methods of searching for quality influencers
  

Key Takeaways:

• TikTok is pioneering in the e-commerce field, they have successfully launched an online shop in Asia, selling millions of different goods. Shop application is growing by 300% per quarter
• The influencer marketing won’t disappear as people won’t switch back to TV or radio, people still trust influencers who, in their turn, try to do their best to get the message connected with their audience and it is still much more native
• Probably, we need to pass this line of the curve where the people feel the ad fatigue, now the market is a bit overwhelmed. As a consequence of this fatigue we see an engagement rate drop compared to 2022/2023.  There is an overall engagement decrease on Instagram
• Share of fraudulent activities is shrinking. In 2023 43% of accounts were affected by fraud to some extent. However, some accounts might be not aware of the fraud involved. One hashtag or geomark or viral content may attract a lot of spam inside, that’s why it’s important to analyze fraudulent benchmarks carefully.
• Influencers with less than 100,000 followers is the biggest chunk of the market, taking more than 85%. Superstars cover less than 1% of the pie. The label “micro” does not automatically mean authenticity and a good engagement
• There are a lot of free tools to check the healthy engagement among the influencers. HypeAuditor has a free tools section where you can look at the engagement rate of an account, and you can calculate the estimated price of possible integration. Another way is simple mathematics, you just get likes, comments, the shares and manually divide them on the followers or check the average engagement numbers for the 15 latest videos
• Recommendation: use networking to find a relevant influencer with a good engagement rate without budget loss

To get in touch with Alexander:
LinkedIn

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Written by

Ksenia Yurkina

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