Wary of fake followers, agencies change how they charge for influencer ad campaigns
Summary
Collective Bias, owned by data analytics company, Inmar, which works with a closed community of 11,000 influencers for campaigns for clients like Coca-Cola, Nestle, Johnson & Johnson and Samsung, has gotten an increase in client inquiries since Weed addressed the issue ahead of Cannes Lions, said Leah Logan, vp of media products and community growth there. Ahalogy is adding impression tracking to its client platform and Peersway is identifying what percentage of an influencer’s followers is fake. Both Collective Bias’ and Fohr’s new pricing models are now based entirely on fixed CPMs that don’t vary no matter how many followers the influencer has. Enabling this shift in pricing is the fact that Instagram introduced a business accounts insights program two years ago that shows how many people saw an influencer’s post, said Nord. “If we’re going to start paying influencers based on the number of impressions they get, then the CPMs will have to change to reflect the value of that advertising without that discount.” Overall pricing will likely remain the same, since companies will no longer be charged for total follower count.
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