Our Audience Authenticity Flag is based on a machine learning algorithm* that analyzes the ratio between engagements and impressions across thousands of influencers. With this model, we can easily detect posts which are significant outliers, indicating that engagements were acquired through programmatic means (bots).
You can find an influencer's audience authenticity flag by navigating to their "Insights" tab (see below). Based on the result of our algorithm, we give the influencer one of the following authenticity flags:
- Analysis suggestions some risk of inauthentic followers/ or engagement
- Analysis does not suggest risk of inauthentic followers/ or engagement
* Because our algorithm is based on real Instagram impressions from the Instagram Graph API, we are only able to calculate audience authenticity for influencers with Instagram business accounts.
What It Means
Mavrck’s audience authenticity tool is based on a machine learning algorithm that helps brands select the best possible creators in every campaign they run. It’s meant to act as a vetting tool to help marketers make informed decisions when choosing what creators to work with.
When a creator has an authenticity alert in their insights tab it indicates that the Mavrck algorithm has picked up a pattern within the data for a specific influencer that is similar to other influencers for which we’ve detected inauthentic audience activity (like having bot followers or engagements). If a creator has a flag that suggests some risk of inauthentic followers or engagement within a creator’s “insights tab” view, this is an indicator to dig deeper into the data available for that influencer, including reviewing their profile and metrics.
After carefully evaluating the influencer’s content, past performance, audience location and demographic information, as well as all of the other data that the Mavrck platform provides, you can then make the decision if an individual influencer is the right fit for the campaign you’re running.