CreatorIQ has expanded the Creator Integrity Reports into multiple areas of the platform. Now, you are able to evaluate creators for follower fraud within the “Creators” tab and in the social profile. Creators with possible fraud risks will have flags. You can view, edit, and remove flags in the Audience Integrity section in the social profile. Please ask your Customer Success rep to turn on this feature for you to make it visible.
Our methodology for flagging creators revolves around three main areas:
- Engagement Rate: Creators with an unusually low engagement rate are flagged for review. We flag creators that fall in the bottom 10% for that social platform. These thresholds are based off of 4 years of influencer marketing data.
- Follower Growth*: We monitor month over month growth and flag creators that have a growth rate exceeding 25%.
- Geographical Considerations**: Creators with an abnormally high audience concentration in countries that are known for bot farms are flagged. An example would be a U.S. creator who has an unusually high audience concentration in the Philippines of 12% would be flagged. The threshold for what constitutes as "abnormally high" are creators that fall in the top 10% range for that country (given the creator's country).
The Creator Integrity reports are not a clear cut indicator of fraud, as a human layer of review is necessary to understand context behind the flags. For example, a U.S. creator may have gone on tour in the Philippines and increased their following there, resulting in an audience flag in the Philippines. Campaign managers should err on the side of caution with audience country flags as there are many reasons a creator could have a more diverse audience or larger following in certain regions of the world.
How to use the tool:
- Review Instagram engagement rate flags first, as this points to greater audience health issues. If there are no flags here, stop here. If there is a flag, proceed to step 2.
- If there are any flags for follower growth spikes, review the creator’s social timeline to see if a viral post explains that growth. Even if there are no growth spikes, proceed to step 3.
- If there are any audience country flags, check first to see if the creator has any affiliation with that country, or even a similar heritage. For example, if the creator is Spanish-speaking, disregard flags in South America.
- Review the comments of the Instagram posts of the creator in question. If the majority of the comments are one-word, generic responses (i.e. “cool”, “good”), or emoji-only posts, there is a reason to be concerned about the risk of fraud.
If you'd like to mark a creator as healthy you can "Mark as Certified" from the creator profile. The Audience Integrity tools are meant for our clients to use internally - they do not show up on any reports or one-sheets.
Again, there is no surefire way to know if a creator purchased followers unless you see the receipt. We provide a set of tools to help our clients select creators with a healthy audience.
*Follower Growth Flags: Note that the majority of creators who purchase followers use the “drip” system, meaning the purchased followers gradually trickle in over time to mimic organic growth. While most creators with fraudulent followers would pass the test, it is still important to evaluate creators with unusual growth spikes.
** Geographical Considerations: Note that our system will only flag creators for audience country if they have first party authenticated data. Our system will not flag creators if their Blended Stat Social data falls outside the norm.