How to avoid fake influencers in overseas influencer marketing?

Influencer marketing is currently the main means of market promotion for brands. The underlying logic is to cooperate with social media influencers to conduct "word-of-mouth communication" and promote brand information to their fans to achieve marketing goals. According to statistics from influencermarketinghub, the global influencer marketing market size reached US$13.8 billion in 2021, a year-on-year increase of 42%.

With the rapid growth of the industry, it is inevitable that some “fake” internet celebrities will appear.

So how do you avoid fake influencers?

Check out the performance of influencers’ accounts!

The performance of an internet celebrity’s account can generally be measured through five dimensions, namely the number of fans, views/reach, average views/reach, view/reach-to-subscription ratio, and frequency of video releases.

1. Number of fans:

It is usually used to measure the size of internet celebrities, but this cannot be used alone to measure the quality of internet celebrity channels, because the phenomenon of brushing fans is now widespread.

2. Views/reach:

For example, on video content platforms such as YouTube and TikTok, the number of people reached by influencers’ content is usually measured by the number of views. On social platforms such as Instagram, Facebook, and Twitter, we measure it by the number of reach.

3. Average views/reach:

It is an important data indicator that reflects the stability of account performance and is also an important reference for us to evaluate expected exposure. Usually, the average views/reach of an influencer can be equated to the exposure gained when promoting a product, which we can use to calculate the conversion rate in the marketing funnel.

4. View/reach-subscription ratio:

That is, the ratio of the average views/reach of an influencer to the number of fans. This data is usually used to measure the content quality and appeal of an influencer. When the average viewing volume reaches the advertiser's expectations, the higher the viewing/reach-subscription ratio of the influencer, the better the effect.

5. Video release frequency:

That is, the update cycle of the influencer, which represents the activity of the influencer. Usually, active accounts will have appeal and influence on fans, and are positively correlated with our marketing results.

To sum it up simply, high-quality internet celebrities often have a certain fan base, an average viewing volume that matches the number of fans, a reasonable viewing-to-subscription ratio, and regularly update videos.

Here is a convenient method recommended. The powerful database of KOLBOX, an overseas influencer marketing platform, not only helps advertisers find influencers quickly, but also provides a full-scale and multi-dimensional display of each influencer’s account, and can export them in batches. Advertisers can use this function to easily screen out high-quality influencers suitable for cooperation.

Influencer Marketing Case

The beauty brand Hua Xizi has become popular overseas with its Chinese style.
In recent years, the pace of domestic brands going overseas has continued to accelerate. In March 2021, Huaxizi entered Amazon Japan for the first time. On the first day of its launch, it jumped into the top three of the hourly sales list , and its products were quickly sold out. Not only that, through KOL promotion and advertising marketing, Huaxizi also set off a "Chinese makeup" craze on Japanese social media.

In June 2021, Hua Xizi collaborated with Ukrainian influencer Katie Westwood to promote her eye shadow, lipstick and other beauty products, and her post received 12,000 likes and more than 100 comments.

Katie Westwood has 620,000 followers on Instagram. Her fashionable and colorful selfies attract fans who are mostly very interested in beauty. Choosing the right KOL endorsement can allow a brand to quickly expand its social media influence. Hua Xizi chose to work with some non-Asian Internet celebrities, hoping to let more people in Europe and the United States know about Hua Xizi.