Micro vs. Macro influencers – How To Tell Which One is Right for You?

Did you know Estee Lauder spent more than $900 million on influencer marketing in 2017? It worked so well. They allocated 75% of their marketing budget to influencer marketing in 2020 across their umbrella of brands!

There’s no question that influencer marketing can help your business grow to new heights. Still, the question is, what kind of influencer marketing works for you? Is it micro-influencers or macro-influencers? It’s a question we often hear at Sylo, so we wanted to take a moment and break it down for you:

What is a Micro-Influencer? 

Micro-influencers are defined as influencers that have between 10k – 50k followers. Typically, their followers are very niche, which helps your brand get in front of the right people (instead of just many people).

What is a Macro-Influencer? 

Macro-influencers typically have between 250,000 to millions of followers, making them the celebrities of the social media world. Some of them actually are celebrities! Kim Kardashian is one of the most famous examples of a celebrity who’s also an influencer. With such a large following, your brand can get in front of many eyes! But always remember to use reach over follower count (find out why here).  

Micro Influencer Pros

As we mentioned above, the follower count is not the only metric that matters. When it comes to Micro vs. Macro influencers, they have both been known to purchase fake followers to inflate their audience. Of course, fake followers won’t buy your products or services, so it’s essential to measure reach and engagement. That means how many people are actually seeing the influencer’s post and how many are engaging with it.

Although there are still ways to buy fake likes and comments, using all of these metrics paints a more accurate picture. Micro-influencers can sometimes see engagement rates that are 7x higher than macro-influencers – a massive pro to working with them. So it’s no surprise that brands like Red Bull have partnered with hundreds of micro-influencers with small but devoted fanbases.

Smaller audiences that tend to have higher engagement rates combined with more affordable pricing make micro-influencers so attractive to brands.

Micro Influencer Cons

Many brands say the biggest downfall to working with micro-influencers is that, even though they can work well, it’s challenging to do it at the scale a big brand needs. Many brands just don’t have the bandwidth to work with enough micro influencers at the scale needed. Plus, smaller audiences mean that micro-influencers are usually more involved in the campaign process, so they’re more selective of their content.

If something is off-brand, they could lose followers. If your business is aligned with their audience, it’s a pro! But if your brand is not fully aligned, they might not work with you.

Macro Influencer Pros

The main pro to working with a macro-influencer is that their visibility is massive. Another pro to working with macro-influencers is that you get to work with a team of professionals! Since the influencer is well-established and has worked with many brands, they have a team around them to assist in the creative development and campaign execution.

Macro Influencer Cons

The biggest downside to working with macro-influencers is the price to risk ratio. You have to make a big investment with no guaranteed outcome. It’s kind of like purchasing a SuperBowl commercial. You don’t really hear about the cons. Ryan Aynes, co-founder and Managing Director of EDGE Collective puts it well when he says that “The Super Bowl is either a necessary investment or a risk investment, it just matters on the size of your company and the expected return that your business is in need of based on the media dollars you’re willing to spend.”

The same is true when it comes to influencer marketing. You must do a lot of homework to ensure that when you hire a macro-influencer you will see the desired ROI. For example, it’s rumoured that Kim Kardashian charges up to $1 million per Instagram post! Of course, most macro-influencers don’t charge nearly that much, but they will charge more than a micro-influencer, so make sure you have the budget!

Lastly, macro-influencers can sometimes be seen as celebrity endorsements, which don’t carry the same weight or trust that micro-influencers do. Think of it as the difference between your best friend telling you about a great new product vs a celebrity telling you about it in a TV commercial. Whom would you trust more?

Micro vs. Macro influencers: How to Decide Which One is Right for You?

Now that we’ve highlighted the pros and cons of Micro vs. Macro influencers, you can decide what works best for your business! The right choice comes down to your budget, campaign goals, and target audience. If brand awareness is your primary goal, then you might want to work with macro-influencers. They can get your business in front of hundreds of thousands of people. If you have a limited budget or engagement is a more vital KPI for your brand, then a micro-influencer is most likely the way to go! 

Micro vs. Macro influencers: Sylo Can Help

If you’re still undecided or have further questions about Micro vs. Macro influencers, we’re always here to help! At Sylo, we measure business impact using real-time data that helps us predict campaign performance. It’s how we get the most ROI possible for our clients! Plus, all of our influencer partners come with a certificate of influencer authenticity, helping weed out bots and fake followers. So don’t hesitate to get in touch with us today!  

Find Out How Much Instagrammers Can Earn in Just 1 Post

Have you thought about how much Instagrammers can earn? Chances are you’ve seen products or businesses being endorsed by someone you follow. Now, you’ve probably thought to yourself, “Are they getting paid for this?” “How much?” These influencers have created a digital empire by taking a few high-quality photos to promote the latest trend. The reason this has turned into a job is due to their influx of social engagement‍. A good Instagrammer has reach and influence figured out, which are two things many companies have trouble with. Reach and influence are what creates the opportunity for Instagram creators to explore multiple streams of potential revenue. So let’s take a look at how much Instagrammers can earn and how you can boost your income:

How Many Followers Do You Need to Earn Money on Instagram?

Typically, you’ll need at least 10,000 followers to start becoming an influencer. Some brands pay between $5 to $10 per one thousand followers, while others offer $100 for every 1000 followers you have. According to USA Today, an influencer with 10,000 to 50,000 active fans can make up to a few thousand dollars per post and Instagram influencers with approximately 1 million followers can make up to $10,000 per post! Of course, there are even some influencers with over 1 million followers who charge $100,000 or more per post. However, here’s the real secret to making money: engagement.

For a long time, brands and companies would only look at follower count. Their thinking was the more followers an influencer had the more eyes would see their products or services. However, that led to a massive uptick in influencer fraud. Influencer fraud is when influencers pay for fake followers. It’s very easy and very cheap to pay for bot accounts to inflate your follower count. But fake followers will never buy products or services because they aren’t real people! This resulted in a lot of ad spend waste for companies and brands who never saw an ROI on their influencer marketing campaigns. In fact, Influencer fraud accounted for $1.3 billion of wasted ad spend in 2018 alone!

Now, people are beginning to understand that it’s not only about the number of followers you have but about how many real people actually like and comment on your posts and engage with your Instagram account. How much Instagrammers can earn is based on active engagement. With an engaged audience, the more likelihood there is for a brand or business to get in front of the real people they want and see an ROI. If you have an engaged audience in a specific niche, that’s when you can start to see some real revenue from being an influencer.

How Can You Prove Engagement?

This is a great question and one that Sylo can answer! Sylo partners with brands, agencies, and influencers to provide the only independent data verification, fraud detection, and performance analytics solution. We certify the value of quality influencers and allow marketers to avoid purchased and unengaged audiences to see an increase in ROI. Sylo prevents fraudulent influencers from taking work and driving prices down!

We always use authenticated and verified data because authentication is the only way to collect accurate and complete influencer data. With authenticated data, influencers voluntarily provide transparent access to their information, which also provides the only way to judge their audience’s quality effectively! When you use Sylo for independent vetting and verification, it’s easy to prove your audience engagement levels! In turn, this makes it easier to charge what you’re worth and help your brand sponsorships avoid ad spend waste and see an ROI!

How Can You Negotiate Better Rates?

Building a loyal and engaged audience in a specific niche is the best way to negotiate better rates. Brands are happy to pay for results! So prove your results to them with Sylo. When you become Sylo-certified, it will help you elevate your brand and secure more deals. Our verified performance benchmarks will help you negotiate better rates by proving the quality of your Instagram account. Plus, we help you save time with automated reporting, and you have access to Sylo’s experts for any monetization or diagnostic questions you may have.

Contact Sylo Today to Start Earning on Instagram

Contemporary young female office manager with smartphone sitting by desk while searching for contact in mobile phone

Whether you’re thinking of becoming an influencer or you’ve already started to make some money off Instagram, contact Sylo today! We can help you verify audience authenticity and performance measured through ongoing observation of interaction, demographics, and growth. When you become Sylo-Certified, you’ll differentiate your brand from the crowd and secure bigger, better brand partnerships! 

Here are the Top 3 Keys You Need to Know to Avoid Ad Spend Waste in Influencer Marketing

You’ve decided you want to reach consumers in a way that can’t be ignored. You’re tired of selling through the boring, typical online advertisements. Instead, you want to influence your target market on the channels they love and visit often. Chances are you’ve already run at least one or two influencer marketing campaigns, but you just haven’t seen the ROI you hoped for. You’re not alone!

Ad spend waste is a serious problem that affects most of the industry! Unfortunately, self-regulation and a lack of proper standards in the influencer marketing industry have led to poor campaign performance and downright fraud. Many brands continue to waste their investments on influencers with subpar performance and/or purchased followers and engagements.

Luckily, when you work with Sylo, that doesn’t have to be the case! So read on to learn about the top three keys to avoiding ad spend waste and how Sylo makes it easy to do so: 

Avoid Ad Spend Waste with Vetting & Verification

One of the top reasons ad spend waste occurs is due to poor data quality. Many all-in-one influencer marketing platforms use scraped data. Scraping data means extracting data from social platforms without API access or influencer consent.

Scraping is against the terms and conditions, it’s non-consensual, incomplete and inaccurate by as much as 129%! Instead, use authenticated, verified data! Authentication is the only means of collecting accurate, complete influencer data.

When influencers voluntarily provide transparent access to this data, they also provide the only way to effectively judge the quality of their audience! When you use independent vetting and verification, you’ll easily avoid ad spend waste because you’ll have access to accurate and transparent campaign metrics that allow for the best ROI modelling and optimization. 

You Need to Use Reach Over Follower Count

Ad spend waste

Did you know that nearly half of influencers reach less than 25% of their followers? Unfortunately, influencer compensation is usually negotiated based on follower count. Many people believe more followers equal more customers. However, when you consider the low rates of reach, and the fact that many influencers pay for fake followers to inflate their follower counts, it becomes clear that this is not the case. Fake followers will never be customers!

The issue of fake followers and concentrating too much on follower count instead of reach significantly contribute to ad spend waste! When you only use follower count to determine rates, you are not factoring in performance. Of course, lower performance equals a lower return on investment. Shockingly, Sylo found that there was up to 60% higher costs per follower reached on low performing channels! We help you avoid ad spend waste by certifying the value of quality influencers and enabling you to avoid accounts with purchased and unengaged audiences.

Snapshots Do Not Identify Fraud

Another way that brands lose money with influencer marketing is because they do not use the proper tools to identify fraud. Although many platforms claim to address the issue of influencer fraud, at Sylo we still see approximately 20% of influencers inflating their metrics with purchased bots. Inorganic activity is well hidden, and can not be detected by scraped data or infrequent data snapshots! Instead, identifying and avoiding fraud in your influencer programs requires:

1. High frequency, always-on data collection to produce adequately detailed data sets.

2. Dedicated analysis that can detect multiple forms of fraud as they happen.

3. Notification systems that alert you of fraud in real-time.

Of course, this is precisely what Sylo offers! We protect your investment with the most sophisticated fraud detection on the market. 


These three keys will revolutionize your influencer marketing campaigns and make sure you see a return on your investment! It’s imperative to avoid influencers that have purchased their metrics and shift your budgets to high-performing influencers that will drive ROI in your campaigns. You also need to accurately assess the impact of your influencer partners, how they are changing consumer behavior, and if they are driving sales lift. Sylo makes it easy to do by giving you access to the highest quality dataset in the industry.

When you work with us, you can reduce your risk of ad spend waste at every step of the vetting process, verify the quality of your influencers’ reach, and ensure pricing is commensurate with performance! So join us in creating standards that guide influencer selection and the hiring processes and start making informed business decisions! Book your demo with Sylo today.

Fake Followers Aren’t the Only Problem with Influencer Marketing, but Sylo is Helping – Here’s How:

Did you know that, according to the Economic Times, “influencer marketing is coming up as the fastest-growing category in India’s digital advertising space, for advertisers like PepsiCo, Under Armour, Lava, Sugar Cosmetics and upGrad, among others?” 

In fact, companies in the fashion, automobile, and travel industry have increased their influencer marketing budgets by 20%-30% due to not being able to do regular ad shoots because of COVID-19. 

Nevertheless, the increasing popularity of the influencer marketing industry does not detract from the issues this industry faces as a direct result of a lack of standard industry practices and regulations. These issues include weak pricing and measurement standards, a scarcity of contracts, obsessive focus on reach instead of impact, and a lack of vetting influencers for fraud. Fortunately, Sylo is working hard to solve all of these issues with one easy to use solution! So read on to find out more. 

Sylo Can Solve Pricing Issues in Influencer Marketing

Without proper pricing standards, both creators and brands get burnt. On one hand, brands could overpay a creator resulting in ad spend waste and no return on investment. On the other hand, creators could undercharge what they’re worth or spend more time negotiating the price than creating content. 

Luckily, Sylo is designed to provide the highest quality dataset in the industry. Our software allows you to reduce your risk of ad spend waste at every step of the vetting process and effectively increase your ROI. Sylo will verify the quality of your influencers’ reach to ensure pricing is commensurate with performance! That’s because sylo certification distills millions of data points and insights to convey the investment worthiness of an influencer channel.

What’s more, creators who are Sylo-certified are more likely to exceed contractual performance obligations with a consistent, engaged, and authentic audience. As a creator, you can use verified performance benchmarks from Sylo to negotiate better rates! 

Sylo Moves Away from Obsessive Focus on Reach

Influencer Marketing

How many followers an influencer has isn’t a good indication of how effective they will be in an influencer marketing campaign. One of the most prevalent issues in the influencer marketing industry is the use of bot accounts and paid-for followers. Many influencers will buy their audience, so even if it seems like they have 50,0000 followers, many of those accounts might be fake people who will never engage with your brand or buy your products and services. Instead, it’s more important to focus on quality and higher engagement. 

But how do you know the quality or actual engagement rate of an influencer? The answer is Sylo! Sylo collects thousands of data points on each influencer channel and post, powering unmatched analytics that has been refined through years of observation and testing. We’ve found that Sylo-certified influencers have 5.5x higher impression rates than non-certified influencers, as well as 4.6x higher reach rates and 2.7x higher engagement rates.

Sylo Vets Influencers for Fraud

As we mentioned above, many influencers have been caught paying for fake followers. For instance, the Times Group published a story reported by the Mumbai Mirror about rapper-singer Badshah (Aditya Sisodia). The police are investigating Badshah for allegedly paying money to obtain fake followers and likes to promote his music. Of course, paying for bogus accounts is fraud. These creators know that these accounts will never buy from any brand, but they’re still charging good money to reach fake people. Influencer fraud accounted for $1.3 billion of wasted ad spend in 2018 alone! That’s precisely why Sylo was created. We want to help brands maximize their ROI and stop falling victim to fraud. Our industry-leading fraud detection protects you from paying for fake followers and bot engagement. Sylo uses high-frequency, always-on data collection and sophisticated analytical methods to identify the multiple forms of fraud taking place in the market today. Other solutions on the market fall short for several reasons:

  • They don’t have access to authenticated data.
  • Their data is not granular enough.
  • They lack the sophisticated analytical tools to detect robotic activity. 

Sylo offers the premier solution to reducing ROI risk to influencer fraud in the market.

Book Your Demo Today

Influencer Marketing
Online Education. Smiling Arabic Girl In Hijab Watching Webinar On Laptop At Home And Taking Notes, Using Headset

If you’re looking to get in on the ever-increasing popularity of influencer marketing, you need to book your demo with Sylo today! When done right, influencer marketing is a fantastic way to reach a wider audience, connect with your current market, and build a trusted brand reputation. There’s no reason your influencer marketing campaign needs to lose money or be exposed to fraud when you work with Sylo! Our sophisticated software has gone through four years of rigours observation and testing to identify and avoid the multiple forms of influencer fraud used today. Plus, the process is easy – we’ll invite prospective influencers to grant us access to share their metrics with you. From there, we will arm you with the information you need to allocate your budget as effectively as possible. So get started now.

Here’s Why Self Regulation Isn’t Working for Influencer Marketing

Have you heard of the movie Dark Waters? It’s a dramatic story about the legal case against DuPont’s chemical manufacturing corporation after they contaminated a town with UNREGULATED chemicals. As you’re reading this, I’d like you to take a moment and focus on the word UNREGULATED. I promise that this will clarify the most pressing issue in influencer marketing. Self-regulation absolutely must change, and it’s up to the brands to make this happen! 

Self-Regulation Leads to Fraud

self-regulation influencer marketing

In the movie, a suggestion was made by the protagonist (the lawyer leading the case) for medical monitoring. He suggested that if a company, like Dupont, exposes a community to something that makes them sick, that community must have independent monitoring. Self-regulation by Dupont was allowing hazardous materials to exist in the water system because the alternative would amount to a major financial loss. They created their own best practices and reported publicly that all actions and test levels were within their very own regulations. So how does this tie into influencer marketing? Currently, there are over 1000 influencer marketing platforms that offer an all in one, 360 degree as they call it, end to end solution for brand marketers (sound familiar anyone?). This means they provide a supply of influencers to search and discover workflow/contracting capabilities and, at the same time, present their very own fraud detection and campaign reporting. In other words, SELF REGULATION. 

Self-Regulation Does Not Allow for Accountability 

self-regulation influencer marketing

Ask yourself this question: What would happen to any of these influencer marketing platforms if clients discovered that a good number of their influencers were committing fraud to grow their audience or that their campaigns were underperforming? This would be a tremendous risk to their revenue stream and could lead to financial loss to competition (with around 1000 platforms, I’d say it’s pretty competitive). So why is this possibility NOT a current threat to their business? Because these supply-side, influencer Marketing platforms currently control all of the information being served to the brand marketers who hire them, from beginning to end.  

If you’re a brand marketer, take a moment and think about how many campaign reports you’ve seen that grossly under-delivered, considered weak, or had a high level of fraud, or as we call it, investment waste? Probably very little. My educated guess, you’ve heard practically nothing about fraud being detected from those influencers you discovered via their respective platforms. Yet, in Q4 campaigns where Sylo was brought in to verify and measure independently, we found that  30% of influencers buy likes and followers on paid-for posts.  Most brands have jumped around from one platform to another over the past few years, and I bet not one of these brands could tell you why or if one platform actually performed better than the next. So I ask you, is self-regulation working for influencer marketing? 

Self-Regulation Puts Your Business At Risk

self-regulation influencer marketing

In the movie Dark Waters, Dupont was clearly the antagonist. However, I do not blame the influencer platforms the way Dupont was blamed. If the brands allow them to self-regulate, why wouldn’t they continue to do so? It really comes down to the brand marketers and their respective  advertising / PR agencies to start requesting independent verification. Without it, influencer marketing will remain the ONLY medium that does not include 3rd party, unbiased verification and measurement. As we see from the movie, Dupont’s self-regulation led to growing risks, and eventually harmed the community it intended to help. Self-regulation is also hurting the influencer marketing space and preventing it from reaching its most optimal level. As a result, Sylo has seen a continuous increase in fraud, an abnormal growth in both the number of “influencers” being presented, and supply-side platforms scraping data and violating privacy laws that could eventually make them and those brands they represent liable. Lastly, we continue to have no pathway to ROI as numerous platforms take it upon themselves to provide their measurement and verification. 

We Must Disrupt the Industry

self-regulation influencer marketing

As New York’s Governor Andrew Cuomo recently said during a press conference, it’s always easier to stay with the status quo and not accept a change or attempt to raise the bar. People want to take the easy road and say no. However, at Sylo, we believe disruption is not a bad thing if it takes us to a new and better place. As a brand marketer or media buyer for any agency, we believe you want to take pride in your ability to help shape the influencer industry. That means taking the time to learn more about how independent, unbiased verification sources collect, store, and serve its data. You also need to take into account their fraud detection capabilities and verified reporting to guide your brand towards better efficiencies and a real ROI. 

Contact Sylo Today

self-regulation influencer marketing

Fortunately, Sylo is here to help! We partner with brands, agencies, and influencers to provide the only independent data verification, fraud detection, and performance analytics solution. We help you avoid waste, and increase ROI in your influencer programs! Sylo gives you access to the most accurate and comprehensive dataset in the industry, allowing you to optimize every step of your influencer programs and maximize ROI. So get in touch with us today and start disrupting the influencer marketing industry to create real change.

These Sylo-Certified Influencers are Your Best Bet for Attracting New Millennials to your Brand

Are you using Sylo-Certified influencers for your marketing campaigns? Sylo certification represents the risks and investment worthiness of an influencer’s channel. This accreditation is used together with a channel’s performance and benchmarks to assess their potential return on investment. 

Sylo-certified influencers are those that are thoroughly vetted for, and determined to be free of any purchased follower or engagement activity. Sylo sees these influencers as likely to exceed contractual performance obligations. In fact, Sylo Certified influencers deliver 5.5x higher impression rates, 4.6x higher reach rates, and 2.7x higher engagement rates! Plus, when brands exclusively use certified influencers, they will immediately cut back on waste and see an increase in ROI

Now, let’s take a look at four Sylo-certified influencers:

Jared Smith

Jared Smith is a fitness and travel influencer who has close to 85,000 followers. But as we know so well here at Sylo, it’s not about how many followers you have but how many of those followers are really engaged with your brand. Jared averages 75 comments per post, and some posts even get more than 200 comments! The best part? These are all real people who are genuinely interested in what Jared has to say. In fact, his engagement rate is above 5%, which is very high! That means if you work with him as a brand, you can reach a wider audience and gain more attention. Of course, that also means you have a better chance of selling more of your products or services! What’s more, because his performance is of high enough quality to be certified, Jared has been able to secure some amazing brand deals like working with Glenn Close for May Mental Health Awareness Month as part of their #nonormal campaign. 

Tom Phillips

Tom Phillips is a Sylo-certified lifestyle influencer who reaches an average of 50% of his followers with his posts, which is far above the norm! Tom has a recent branded post with Roku, and since Tom uses Sylo he can share his authenticated data with them. This means he can independently verify the increased ROI he brought to the campaign, and establish himself as a reliable partner. Sylo invites any prospective influencer, like Tom, to grant us access to share their metrics with you. From there, we arm you with the information you need to allocate your budget as effectively as possible. Since Tom was able to use Sylo to prove his value and show that his 10,000 followers were real and engaged, he was also able to negotiate better compensation.

Angel Elo 

Angel Elo’s Instagram is all about motherhood and business – two things she’s an expert in. As a smart mama and business woman, she knew becoming Sylo-certified was the best way to monetize her profile and secure amazing brand deals with high-profile names like Shark, Briar Baby, and Gathre. Unfortunately, more than 50% of influencers reach less than 25% of their followers on a typical post. Without access to the necessary information, you are at risk of paying for audiences that you will never reach. But that’s not the case when you work with Angel or any of our Sylo-certified partners. We give you the verified channel metrics you need to provide you the transparency to determine rates more effectively. Another win-win for all parties involved!

Johnny Youssef

Not only does Johnny Youssef have a beautiful Instagram feed, but this home realtor, investor, renovator and designer is another shining example of Sylo-certification. Both Johnny and his partners saw ROI on their campaigns. Jonny was able to partner with design companies and hardware stores that made it easier for him to design his dream home. These partners like West Lake Ace Hardware, Murals Your Way, Crystorama, and BIC benefited from the exposure and credibility Johnny brought to the deal. As you can see, Sylo’s campaign measurement and optimization helps marketers determine the efficiency of spend and gain insights into future investment and budget allocations using real-time, continuously verified data. 

Are you ready to work with Sylo-certified influencers and start seeing a real return on your influencer marketing campaigns? Then contact Sylo today, and let’s work together to narrow the gap between campaign investment and impact with trusted, certified influencers!   

Revolutionize Your Influencer Marketing Campaigns with Soapbox Influence and Sylo

Have you participated in a brand lift study? If so, have you outlined your objectives and how your campaign could be measured against them? At Sylo, we all too often see brand effectiveness research become just another tactic in sales negotiations, instead of the strategic driver of digital brand advertising that it should be. Unfortunately, this is bad for the digital marketing world because brands will hold back spending without proof of its effectiveness in driving the “brand metrics” that matter to them. Luckily, this problem is easily solved with Sylo!

Did you know Sylo is part of the Nielsen Connect Network? Using Nielsen retail sales data combined with the unique way we monitor influencer accounts, we can set informed KPI’s, measure brand lift, and evaluate the return on investment with accurate influencer performance benchmarks. With Sylo, you can determine the efficiency of spend and optimize future budget allocations to increase your results. 

So let’s take a closer look at brand lift, how we optimize ROI, and why it’s turn key for your business:

Spot Brand Sales Lift 

What is brand sales lift? In marketing, “lift” means an increase in sales due to some form of advertising or promotion. It’s imperative to monitor, measure, and optimize lift if you want to help your company grow more quickly. It is crucial to understand how any form of marketing impacts your business, especially when it comes to influencer marketing. Why? Well, according to a study conducted by economist Roberto Cavazos from the University of Baltimore’s Merrick School of Business, $1.3 billion was wasted on online spending in 2018 alone. Cavazos equated it to a 15% tax on whatever you do in influencer marketing. Yikes! 

So that’s precisely what Sylo is fighting against. We believe that there’s no need to waste your ad spend budget when you use the proper tools. That’s why we provide independent, authenticated data that delivers precise influencer audience and performance metrics. We remove the guesswork from influencer partner selections and campaign measurement with this data, so your hard-earned ad dollars work for you! 

Offer a New Tool that Optimizes ROI  

As you can see, Sylo is all about optimizing your ROI and making sure influencer campaigns work for you! Current studies and analytical tools lag behind campaign execution and leave you guessing about your programs’ impact. Sylo and Nielsen have come together to bridge the gap between your campaigns and brand sales, allowing you to optimize current and future influencer activations, and measure ROI like never before.  

So what is Nielsen Connect? The Nielsen Connect Partner Network is a crucial resource to help you make critical choices when operating your business today. A recent Nielsen survey discovered that 57% of our clients in the U.S. work with more vendors and technology today than they did just two years ago. Therefore, Nielsen Connect is the best way to work with this ever-growing array of data and technology to solve daily market challenges. The Nielsen Connect Partner Network 

provides access to an arsenal of innovative companies like Sylo that enable you to capitalize on and enhance the Nielsen data and services you already purchase. 

Connect Partners like Sylo is here to help you solve business challenges that can be trusted. Here’s an example of what we do:

It’s Turn-Key for Brands/Agencies

Sylo is all about making the process easier and freeing up more time to work on your business. That’s one reason Soapbox Influence selected Sylo as a partner. They understand influencer marketing and the need for authenticated data. Soapbox is about real people with real voices and real influence. When you work with Soapbox, you work with Sylo-certified influencers that have extensive followings of engaged, loyal and motivated people ready to hear about your business. So if you’re looking for a hassle-free influencer marketing campaign that’s backed by real insight, Soapbox Influence in conjunction with Sylo is your turn-key, trusted solution. 

Contact Sylo Today

Influencer marketing can help your business reach a wider audience and drive sales through the roof – but only when it’s done correctly. That means partnering with a tool like Sylo that provides the only independent data verification, fraud detection, and performance analytics solution. When you work with a trusted third-party, you’ll avoid waste, and increase ROI in your influencer programs! So get in touch with us today and learn more about how Influencer marketing paired with Sylo can help you reach your business goals.

Here’s What You Need to Know to Reduce Ad Spend Waste In Your Influencer Marketing Campaign

Wasted ad spend is a significant problem in the marketing industry, especially in influencer marketing! Why? Because influencer compensation is typically negotiated based on an influencer’s ability to reach an audience via their posts. Usually, follower count is seen as an estimate of the influencer’s ability to reach potential customers. However, people are starting to realize that paid-for bot followers are being used to inflate influencers’ follower counts and asking price, significantly contributing to ad spend waste. Fortunately, you can avoid wasting money by understanding what to look for. So let’s dive in:

Access verified data

There are two methods for collecting data. The first is called scraping, which extracts data from social platforms without API access or the influencer’s consent. The second method is authentication, which is consensually sourced and verified data that is accessed through the social platforms’ APIs. Authenticated data is crucial for reducing ad spend waste, and scraped data should be avoided. 

Not only is scraped data against the terms of services and non-consensual, but it also gives you an incomplete picture using only publicly available metrics and infrequent observations. In fact, scraped data can be inaccurate by as much as 129%!

On the other hand, authenticated data provides accuracy, which increases confidence and reduces budget waste. Authenticated data also provides more metrics, which means you have more insight for shaping your influencer marketing campaigns. At Sylo, our authenticated data will give you 1,000’s of data points per channel/post and content and network histories so you can see a real return on investment with your influencer campaigns.

Ask the Right Questions

No influencer marketing campaign can be successful without the proper tools. If you don’t have a mechanism to collect data, you can’t make informed decisions about your campaign. The first question to ask is, where does the data come from? To answer this question, you need to find a trusted third party tool like Sylo. When comparing tools on the market, these are the most important questions to ask:

  1. Can the tool give me access to expertly vetted influencers monitored for “bad” behavior, such as purchasing followers/engagements?
  2. Can it show me verified, real-time performance data from the influencers I’m considering?
  3. Can it provide their verified benchmarks on branded, category relevant programs to assess how their next program is likely to perform?
  4. Can I see real performance data, such as reach, engagements, clicks, etc. (not just algorithmically estimated performance data or numbers from paid social)?

Sylo answers yes to all these questions! This is crucial because when you have access to the highest quality vetting and data on the market, you immediately avoid losses due to fraud, increase your ROI, and build trust in the industry. In turn, this contributes to industry growth, which allows more money to be spent in the market, making it a win-win. What’s more, a tool like Sylo removes the burden of avoiding fraud that frees up resources and makes it so you can focus on optimizing your campaigns! That means you can spend time on growing your business! 

Lastly, Sylo’s data transparency and insight help your marketing efforts as access to verified performance benchmarks makes negotiations more transparent and helps set pricing based on what really matters, which is performance, not follower counts.

Make Informed Decisions

As mentioned above, the only way to see success in your influencer marketing campaigns is to make informed decisions using trusted, authenticated data and influencer vetting. Sylo has discovered that around 50% of influencers reach

less than 25% of their followers! Making informed decisions means using verified benchmarks to identify creators that deliver quality performance, and avoid wasting money on those that don’t! 

Another critical way to make informed decisions is to use reach metrics over follower count. When you use follower count to determine the rate, you don’t factor in performance. Lower performance means a lower return on your investment. In fact, Sylo also found that there’s up to 60% higher cost per follower reached on low performing channels! Using verified performance benchmarks, you can avoid this kind of waste and figure out efficient pricing for your influencer marketing campaign.

Finally, you need to remember that snapshots do not identify fraud! Approximately 20% of influencers inflate their metrics, which is undetected when you used scraped data. The only way to combat influencer fraud and reduce budget waste is to use influencer vetting and fraud detection with real-time authenticated data. 

So there you have it, with these essential factors in mind you’re well on your way to reducing ad spend waste on your influencer marketing campaign! If you’re looking for the most efficient way to see a return on investment with influencer marketing, you’re looking for Sylo. So get in touch with us today and find out how transparent access to verified data will help you optimize your future performance.

The End of Instagram Fraud? Independent Vetting Makes Fake Followers a Thing of the Past

Have you used influencer marketing? This type of social media marketing uses endorsements and product mentions from people who have a dedicated social following. These people are known as influencers, and they are often seen as experts in their niche. Influencer marketing can help brands drive sales and reach a wider audience because people who follow influencers often have a high amount of trust in that person. So, they’re more likely to buy a product or service that is recommended by them. Unfortunately, the upside to influencer marketing comes with the downside of influencer fraud. Read on to learn more about Instagram fraud and how independent vetting like Sylo is making it a thing of the past:

What is Instagram Fraud? 

Influencer marketing strategies are challenging to navigate for companies because they often negotiate a rate per post with little way of determining if they got what they paid for. One reason it’s difficult to calculate ROI is due to Instagram fraud. Instagram fraud typically occurs when an influencer lies about the size of their following and how many likes and comments each post gets. Many influencers feel pressured to have large followings with lots of engagement to secure brand deals, so they purchase fake followers and use bot accounts to like and comment. What’s more, it’s incredibly easy to do this. All you have to do is type “buy followers” or “buy likes” into Google, and there are more than 5 million websites that allow you to purchase likes and followers with the click of a button.

Of course, fake followers and bots are not real people even though they can like and comment on a photo just like a real person. Thus, the problem is bot accounts will never buy from your business! Many businesses end up wasting their advertising budget on influencers with fake audiences. In fact, a study conducted by Professor Roberto Cavazos, who spoke at Sylo’s Influencer Fraudnomics Summit in 2019, found that “at least 15% of advertisers’ spending on influencer marketing is lost to fraud, costing them $1.3 billion annually.” Yikes!

Unfortunately, current solutions fall short of combatting this kind of fraud because most readily available influencer reports are based on scraped data collected without influencer permission. This estimated data is often incomplete and inaccurate and these cheaply available metrics do not effectively reduce ad-spend waste or assist in identifying KPI’s that drive ROI.

How Has the Pandemic Changed the Game?

Natasha Hatherall-Shawe, the founder of PR and marketing agency TishTash, says that although engagement rates for influencers have increased during the pandemic, brands worldwide are cutting their marketing budgets. This is why “micro-influencers” are gaining popularity. Micro-influencers are people with a smaller following of between 10,000 to 20,000 people. However, these audiences tend to be more loyal and engaged. 

The problem is that brands have found it increasingly challenging to verify micro-influencers’ ethics due to what we at Sylo see as the vicious cycle of influencer marketing. Brands want influencers to get to a certain level of massive following, but they lose that affinity with their audience once they do. Luckily, independent vetting can automate the process and help relieve  stress on internal resources like freeing up more time to hit enough micro-influencers at scale.  

How Will the Rise of Independent Vetting Continue to Create Change?

If marketers continue to make decisions without adequate data and information, they will continue to spend their budget dollars on fake audiences. Only when brands, agencies, and influencers come together and designate a standard solution, such as Sylo, will the industry’s problems finally be addressed. By using independent, authenticated data to verify influencer audiences and content performance, Sylo provides the tools and insights necessary to tackle the industry’s fraud problem, and more!

When marketers have access to the highest quality vetting on the market, they will immediately avoid almost all of the 15% loss to fraud that CHEQ uncovered. With Sylo preventing fraudulent influencers from winning campaign contracts, ROI’s will increase, trust will grow, and more money will be spent in the market. With the burden of avoiding fraud removed, resources will be freed up, allowing marketers to focus on optimizing their programs, and building on sustained success. The data transparency and insight that Sylo provides will support marketers in these efforts as well, for example: with access to verified performance benchmarks, negotiations will be more transparent, and pricing can be set based on performance, not follower counts.

The independent vetting that Sylo provides will effectively eliminate influencer fraud allowing brands to see better results, allocate more money to the industry, and drive growth!

Contact Sylo Today

Whether you’re a creator or a brand, Sylo works for you! If you’re ready to see an ROI on your influencer marketing campaigns and leave Instagram fraud behind then, you need to get in touch with us today! Book your demo and find out how easy it is to add Sylo to your workflow and get the results you need! 

Here’s How You Can Start Making Influencer Marketing Accountable and Why You Should!

India’s Ministry of Information Technology has banned 59 Chinese apps, including TikTok, after receiving several complaints from many sources about apps that were stealing and surreptitiously transmitting users’ data in an unauthorized manner. What’s more, Apple has removed TikTok from its app store after they too discovered that the new social media app was collecting user clipboard data (what we copy and paste) even though TikTok blamed it on Google’s SDK. 

This is a classic example of how companies and brands often unknowingly enable influencers, search/discovery platforms, and agencies because many brands try to catch the latest trends without proper research or understanding of how a marketing campaign should work on a new platform. Unfortunately, this only serves to accelerate budget waste and it goes to show that the platforms themselves don’t always function in the best interest of their users! 

At Sylo, our goal is to partner with brands, agencies, and influencers to provide the only independent data verification, fraud detection, and performance analytics solution to help companies avoid waste, and increase ROI in their influencer programs. We believe the influencer marketing industry needs to be responsible! With that in mind, here are the ways you can start making influencer marketing accountable:

Bots and Fake Followers are Not the Norm 

As an influencer, there is always pressure to grow your following and have as many followers as possible. Many people wrongly believe that a large follower count is the best way to be a successful influencer. As a result, influencers often turn to fake followers and bots to make it seem like they have a broad audience with many likes and comments per post. Of course, bots and fake accounts contribute to budget waste because they will never buy a brand’s products or services!  

Sometimes bots and fake followers can infiltrate Instagram accounts without the Influencer knowing, so there will be a small degree of fake followers that’s unavoidable. Still, contrary to popular belief, brands have more power than they think! Companies have access to partners and tools to help identify suspicious activity, such as followers who were bought by influencers, irregular engagement and account growth, or robotic language. In fact, Sylo and Nielson have come together to bridge the gap between campaigns and brand sales, allowing you to optimize current and future influencer activations, and measure ROI like never before. Our industry-leading fraud detection is designed to protect you from paying for fake followers and bot engagement!

Monitor Important Metrics 

When you’re tracking metrics in your influencer marketing campaign, you need to focus on data stability and predictability. It’s essential to require that influencers produce independently verified data about their engagement, impressions, reach, and audience before a contract is signed, just like they do with publishers. Authentication is the only way to collect accurate and complete influencer data. However, many platforms simply scrape data, which only shows surface-level information—scraped data supplies users with metrics that are inaccurate by over 125%! Scraping doesn’t offer the data quality necessary to vet and measure influencer performance adequately and will lead to 50-60% waste in your influencer campaigns. 

That’s why Sylo only uses independent data verification on influencer audiences and content performance. We provide the essential tools and insights you need to make smart financial decisions by gathering thousands of data points on each influencer channel and post. We power unmatched analytics refined over years of observation and testing. Our transparent access to verified benchmarks allows you to set pricing commensurate with channel performance. Plus, Sylo certification distills millions of data points and insights to convey the investment worthiness of an influencer.

 Learn How to See the Value 

When a business purchases media on a website, it’s easy for them to understand the value because they can measure it using CPM, impressions, reach, audience, and CTR. However, when it comes to influencer marketing, brands often negotiate a rate per post with little direction to figure out if they got what they paid for. Therefore, another critical way to make influencer marketing accountable is to learn how to see if your business got the value paid for! Sylo is built to not only independently verify influencer audience data and detect fraud but also to validate campaign metrics, which makes it easier for brands to see if there is a return on investment. Unlike platforms, Sylo has nothing to gain by obscuring or altering campaign results, so our measurement (and judgement) is never clouded. You can trust that our insights are based on verified data that’s free of bias, allowing you to make informed decisions to optimize your future campaigns and maximize ROI.

As our advisor, David Beebee, said, “It’s what Nielsen ratings are for TV. Can you imagine if networks reported their own viewership numbers and ratings? The industry would be a mess. Influencer Marketing shouldn’t be any different.” So if you’re looking to hold the influencer marketing industry accountable, combat fraud, and see a real boost in business from this marketing strategy, you need to contact Sylo today