Instagrammers influencer networks are using social-amplification tactics to inflate engagement figures. Social media stars appeal to marketers as they are seen as being more authentic. But this supposed authenticity is often manufactured, with Instagrammersmers often working in pods of up to 30 and commenting on each other's posts to boost engagement. Now networks representing thousands of influencers are acting like agencies to create misleadingly successful campaigns. This can cause issues for brands when they get engagement from the wrong audience, as the numbers look good but the results are poor, warned Speakr's CEO, Marco Hansell.
Instagram influencer networks are using social-amplification tactics to inflate engagement figures. Social media stars appeal to marketers as they are seen as being more authentic. But this supposed authenticity is often manufactured, with Instagrammers often working in pods of up to 30 and commenting on each other's posts to boost engagement. Now networks representing thousands of influencers are acting like agencies to create misleadingly successful campaigns. This can cause issues for brands when they get engagement from the wrong audience, as the numbers look good but the results are poor, warned Speakr's CEO, Marco Hansell.