Cyber ​​Talk: Don’t Get Influenced by Social Media Influencers

Published: Publish Date – 12:45 am, Tue – 12 Jul 22

The reason for the impressive success is because they provide insight into their personal lives and interact constantly with followers.

Consumers today expect trustworthy brand relationships through influencer brand relationships and celebrity endorsements, but trends show that brands are moving away from expensive celebrity endorsements and toward influencer marketing to promote products or services.

The main reasons for influencer endorsement growth are (a) consumers purchase products endorsed by influencers (b) consumers rely on online opinions (reviews and comments) (c) consumers spend time digesting peer-written content on social media (d) Consumers consult influencers for new trends and ideas.

It is also based on the trust and respect that the consumer has built with influencers who interact with their followers, respond to comments and give an opinion on products and services. The reason for the impressive success is because they provide insight into their personal lives and interact constantly with followers.

However, everything that shines isn’t gold, and the followers and engagement you see for most social media influencers may not be original (either bots or fakes). You can buy followers cheaply and it is also difficult to differentiate between paid posts and personal opinions due to lack of user awareness.

New Trends:

Many fake companies (mobile betting, online gaming, online investing, online multi-level marketing and cryptocurrencies) operate anonymously with the help of social media influencers and to entice the average middle class to invest time and money in their applications. Launch expensive marketing campaigns.

Most of these applications are not legitimate because they are not downloaded from the Apple App Store or Google Play Store. The companies that make real money are virtually undiscovered to the people, the police and the judiciary. It’s time for India to have proper legislation and compliance so that social media influencers don’t mislead.

Identifying Fake Influencers:

According to a survey conducted by the Institute of Contemporary Music Performance, up to 50 percent of followers are fake. Many top Bollywood actors and actresses and rappers also came under the radar. We have listed some tips to identify fake and genuine influencers:

1. Look at Follower Trends: Most of the followers are acquired or purchased through the use of bots.

2. Frequency of Posting: Instances such as inactive accounts with a large number of followers and low postings should be red flagged as real accounts grow steadily.

3. Engagement Ratio to Followers: Keeping followers in mind the engagement rate is always bad. Some fake influencers have high engagement, but the catch is that almost all engagement is the same, i.e. the same set of comments and the same group of followers.

4. Use Effective Monitoring Tools: It is recommended that you use a tool that is AI-powered to identify and eliminate fraudulent interactions by monitoring click-through rates, affiliate links, coupon codes and bio details, etc.

5. Fake Verified Account: Sometimes the blue mark is also part of the name. Fact check.

What should influencers do?

1. PROMOTION OF PRODUCTS/SERVICES – Don’t be fooled by money offered by counterfeit products/services/applications. here are some tips
(a) Pause – Take a pause and remember that anything that is “too good to be true” will mostly be wrong. (b) Ask – Ask Google / Ask a source of valid information. (c) Read/Review – Read fact-check or research and verify relevant information. (d) inform – inform people what is fact and not fiction.

2. Follow up – (a) Do not publish your phone number or address on your social media as it may be harvested and processed for commercial use. (b) Check access privileges granted to apps (c) Search through connected apps and followers and remove unwanted ones.

3. Privacy – Use all required privacy settings. (a) Set up your GPS, and Bluetooth, and set up a password and PIN on your phone. (b) download only from trusted providers (c) consent for all offline and online interactions to be treated as such

4. Photo/Video – (a) To keep your personal life safe, it is important to ensure that there are no personal stories, no expression of opinion etc. as you can be trolled. (b) Use watermarks on all your posts.

5. Set limits – You must be mindful of your privacy and that of others. (a) Never indulge in personal stories that may embarrass you in future (b) Do not post anything that hurts anyone’s feelings. (c) Avoid casteist, political and religious comments.

6. Protect your data – (a) Use paid tools that block malware and trackers. (b) Use 2FA for password, email and payment security.

7. Never buy fake reviews, comments and likes to impress followers