Influencer Trend Report, August: Deepfakes, Vanity Metrics, and the Cost of Fraud

Influencer 101

Could deepfakes possibly be a good thing?

For as long as it has been around, deepfake technology has primarily been treated as and spoken about as a threat. However, deepfakes, which are essentially realistic videos of people made with AI-based image synthesis, may have a place in the future of influencer marketing that could reduce costs and logistical barriers for brands.

Deepfakes — such as this campaign of David Beckham speaking nine languages — have the potential to allow for highly targeted, inexpensive influencer marketing. If coupled with transparency by brands so as to avoid a breach of trust, deepfakes may be more well-received by audiences.

Vanity metrics are officially out of the picture

Instagram’s effort to ban likes is well-underway with the latest version of the app already out in countries including Canada, Japan, and Brazil.

While the effect on user activity still isn’t clear, the impact of this change on brands and influencers has been apparent from the get-go: Influencers are going to need more authentic proof of engagement, and brands will have to use more refined metrics to measure ROI.

Instagram’s new initiative shouldn’t discourage marketers. In fact, hiding likes might just be the solution to influencer marketing challenges such as bots and fake followers. The end of vanity metrics may eliminate what currently motivates influencer fraud while also encouraging transparency. Read HYPR’s stance on removing likes »

The cost of Influencer fraud has finally been quantified… and it isn’t pretty.

A recent study conducted by cybersecurity company Cheq has found that influencer fraud will cost marketers $1.3 billion dollars this year, and this number is only projected to increase in the years to come.

What exactly did the findings convey? Of a sample of the followers of 10,000 influencers, 25% were fake. And to add to that, of the 800 brands surveyed, two-thirds have worked with influencers with fake followers.

Now more than ever there is a need to thoroughly vet influencers before working with them, or it may cost your company big time.

HYPR is releasing the most comprehensive Anti-Fraud Suite on the market — stay tuned.

Influencer Spotlight

Why LinkedIn and Pin-fluencers shouldn’t be ignored

As it turns out, the influencer content isn’t exclusive to Instagram and YouTube. On LinkedIn, aspiring influencers like Goldie Chan can stand out more easily and distinguish themselves due to the limited competition.

Similarly, Pinterest influencer Sarah Khandjian has said that “content lives a lot longer on Pinterest than on other social media sites.” Content that was popular a couple of years ago still tends to circulate today.

HYPR in the News

This week on Influence Weekly with Andrew Kamphey: Listen to HYPR CEO, Gil Eyal, and Director of Marketing, Kayli Kunkel, as they discuss industry trends and insights.

Highlights include: YouTube Stars on IGTV, Cheeseboard influencers, JoJo Siwa, and traditional metrics and jobs in influencer marketing.

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