The National has just published an article diving into how influencer marketing space can tackle fake followers and grow as a whole. SYLO‘s Co-Founder and COO Erick Schwab was featured in the article, giving his insight on this topic. Here is an excerpt from the article:
Fake followers (essentially social media accounts masquerading as real but controlled by automated systems) can be unmasked by companies such as Sylo, by looking for patterns of activity that are automated in nature. As a result, they can begin to assess who are the fake influencers, too.
“You can use technology to look like an influencer,” says Schwab. “There have been studies where people launched Instagram accounts and built up enough numbers over three months for brands to want to work with them. But by monitoring things like reach of posts, how content is consumed and how it’s responded to, we are able to measure the things that really matter.”
The gold rush that characterised the early days of the influencer industry will slow down now, he says, as a consequence of all this scrutiny. “It’s going to become divided into professionals and amateurs,” he says. “Some people will have a genuine influence over an audience that a brand will pay for, and that advertising will be worthy of those dollars.”
Read the full piece by clicking here!
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