How brands can ensure their influencers are influential
Whether conducting an influencer focus group or coordinating a campaign, brands need to be certain their online influencers are the real deal.
Social verification and validation tools like Ipsos’ VEPP solve this problem by helping marketers understand influencers’ niche and guarantee their reach.
In assessing nearly 1,000 self-identified creators, Ipsos found that 26% inflated their follower count and 37% did not own the accounts they claimed to own. Validating creators is crucial for brands aiming to amplify messages or develop creator-friendly services.
As Americans spend more time online, influencer marketing thrives but engagement is complicated by counterfeit creators who buy followers or fake engagement. Without verification, brands risk inaccurate research and reputational crises.
Tools like Ipsos’ VEPP use diverse data sources to confirm influencers’ legitimate followings and account ownership, enabling brands to cultivate genuine and relevant engagement.
← Read previous | Read next → |