Fake Instagram followers were purchased by 12% of UK influencers in the first six months of 2018, according to a study by CampaignDeus. The segment appears to be losing its appeal, with influencer engagement rates falling an average of 11%, the study found. Influencers with 10,000 to 100,000 followers achieved a 60% higher engagement rate than those with more than 100,000 followers. “People are getting tired of fake followers, and they want real followers,” said Dan Schawbel, CEO at campaigndeus.co.
Fake Instagram followers were purchased by 12% of UK influencers in the first six months of 2018, according to a study by CampaignDeus. The segment appears to be losing its appeal, with influencer engagement rates falling an average of 11%, the study found. Influencers with 10,000 to 100,000 followers achieved a 60% higher engagement rate than those with more than 100,000 followers. These findings were supported by an eMarketer report in which 45.8% of cosmetic, luxury and fashion marketers in Europe and the US said micro-influencers were most effective.