fashion nova

According to a rundown of marketing dollars, in 2019 Fashion Nova spent over $40 million on influencer marketing.

To put that massive influencer budget in perspective, Flat Tummy Co. came in second and is said to have spent nearly $14 million. Ciroc, Walmart, and PrettyLittleThing made up the rest of the top 5.

Brands shelled out some major cash in 2019. Spending a total of $1.9 billion on just influencer marketing throughout the U.S. and Canada.

A reported $1.4 billion of that total was used for Instagram highlighted in Instascreeners 2019 Influencer Marketing Report. Of that 1.4 billion $255 million of spent Insta dollars were going toward the reach of “fake followers.”

Influencer driven fraud has always been a major problem on Instagram.

What is Influencer Fraud?

Popular online personalities purchase fake engagement via bots which are designed to automatically like, comment and share social media posts.

Fake followers are another critical issue on social media platforms, but they’re easier to track and identify – simply compare an account’s number of followers to its average engagement rate (number of likes, comments and/or shares per post).

Unlike fake followers, fraudulent engagement can cost companies millions. Especially in a market projected to be worth $5 to $10 billion in 2020.

Instascreener also referenced its list of Top 10 Most Fooled Brands

Wines of Sicily DOC topped the year’s Ten Most Fooled list, reaching audiences that were 66% fake with their sponsored content. The Ten Most Fooled brands’ sponsored posts went to audiences that on average were 55% fake, compared to 18% for the average brand.

As influencer marketing continues to go grow at rapid rates, let’s see if Instagram can crackdown on its fraud problems. We all know platforms like TikTok are more than ready and probably capable to take its place!

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