How do you calculate audience credibility?

It's tricky to know who to trust when you're choosing an influencer for your next marketing campaign. You don't want to use an influencer who doesn't have real followers or a fully engaged audience. This would be a waste of your marketing budget, and even worse, it could put your brand's integrity at risk.

PitchBoard uses sophisticated machine learning algorithms to determine what percentage of an influencers audience appears to be credible. When you receive a proposal on PitchBoard look at the overall credible reach score to help determine the overall authenticity of that influencer's audience. 

It's important to note that all accounts have some fake followers and bots, but this does not necessarily mean they were procured or organised by the influencers. 

Here are some of the factors our algorithms look at when evaluating an influencers followers.

Low engagement rates

Fake followers don’t tend to like, share, or comment that often.

Generic comments

Bots generate very generic comments like 'great post' or 'love this'. 

Generic profiles

Accounts that don’t have profile pictures or bios, or several accounts that have identical bios.

Generic posts

If followers are posting the same few stock images or quotes on their own profiles, they’re probably bots to maintain the illusion of activity on the account.

Audience growth rate

Influencers who have a sudden influx of followers may be purchasing fake followers in blocks. There are of course exceptions to this. For example if an influencer has received a shoutout from another large influencer or been mentioned in broadcast media, it's perfectly credible to suddenly receive thousands of new followers. 

Followback hashtags

Followers who post comments using hashtags such as “followback” are usually only interested in building their own audiences. Additionally, they subscribe to as many profiles as possible, even if they aren’t interested in the content.

Locations & Languages

If the influencer is based on the US but most of their followers are from Ghana - this usually means they have purchased fake followers. If an influencer is based in Brazil but most of their followers speak French - this is a negative signal too.


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