The [Inteligencia Artificial](https://empresas.blogthinkbig.com/video-post-1-que-es-la-inteligencia/) it can be very useful even in the most unexpected places. Did you know that AI can be used to detect “fake” influencers and prevent brands from losing millions? If you want to know how, read on.
According to a study by Cheq and the University of Baltimore, advertisers have lost for this reason about 1,300 million euros this year, and the number continues to grow… Analyzing the profile of 10,000 influencers, it was observed that 25% of their followers were fake. They also contacted 800 marketing agencies to find that 75% of them had worked with them during the year.
The crux of the matter is that the cache of an influencer is usually proportional to the number of followers: about 5,000 euros for a million and about 500 euros for a hundred thousand followers. While fake followers and likes come cheap.
In 2018, the communication agency H2H did an experiment. They hired an actress, created a new profile, took a few photos, invested € 500 and, in three weeks, accumulated almost 100,000 followers on Instagram. Considering that an influencer with 10,000 followers can easily charge 150 euros for posting a single image on Instagram (economic price), who does not want to be an influencer?
Can an advertiser know that the followers and likes that represent the” cover letter ” of an influencer do not come from Russian like farms?
Again, the AI comes to the rescue. Programs like Like Wise allow you to detect if the engagement of an influencer is real. How? Doing what AI does best: analyzing patterns.
Like Wise created a database crossing information about bot farms and tens of millions of user profiles, looking for possible fake interactions of these with influencers. Using machine learning techniques you can detect suspicious patterns of interaction that generate unrealistic engagement growth.
For example, if an account has a very low level of engagement relative to its number of followers, we may suspect that it has fake or inactive followers. If they also have no profile picture, posts or their names are random, the grounds for suspicion increase.
Taking into account that firms will invest in influencers an average of 22,000 million euros in 2022, it is good to know that AI will allow them to do so in a” responsible ” and don’t waste your budget investing in fake influencers.