A marketing services firm has launched a fraud detection tool for influencer marketing based on Instagram data.
Founded in 2013, Buzzoole has developed a proprietary technology which aims to identify fake accounts, followers or interactions based on business accounts across the social media platform.
The tech will allow brands to identify influencers with genuine accounts and an organic follower count, and eliminate those who have paid for their following.
According to the eConsultancy survey Influencer Marketing 2020, 42 per cent of those interviewed want tools that can ensure that influencers’ followers are genuine and not purchased.
Data from Buzzoole also shows that 15 to 20 per cent of Instagram accounts use fraudulent techniques.
“Since its inception, Buzzoole has been at the forefront of the battle against influencer fraud,” Ian Samuel, CCO at Buzzoole.
“The key in winning this battle is first party, opted in data from platforms like Instagram.
“If you are using algorithms based on poor or erroneous data then you are going to get the wrong recommendations and the wrong outcomes.
“Plugging into this data means we can perfectly match influencers to briefs, deliver rich analytics on campaign performance and deliver clear guarantees on brands only engaging with the highest quality influencers.”
When influencers sign up to the Buzzoole platform they provide access to their social media accounts, blogs, and data such as Google analytics, Instagram and Facebook insights.
Using machine learning algorithms, Buzzoole technology processes this data and allows brands to see a much more complete picture of the influencers and the results of their campaigns.
Buzzoole serves in the region of 850 international brands and boasts a community of more than 270,000 creators all over the world.