Many Polish influencers have grown huge, dedicated audiences watching their every word. In fact, more than 1000 of them have earned a 6 figure follower count.
Brands targeting the Polish market have the pick of the litter when it comes to choosing the right instagram influencers to work with. But of course, where there is money to be made, there are people who will try to game the system. So, checking fake followers is important.
Today, we highlight the number of influencers buying fake followers in Poland.
How many fake followers do the top 100 Polish influencers have?
23,085,339. Twenty-Three million eighty-five thousand three hundred thirty-nine.
Approximately 24% of the 95 million followers we analysed in Poland are fake.
How did you check if a follower is fake?
Modash analyses huge groups of millions of instagram accounts and compares their behaviour. Unlike other tools we check every profile and don't make hasty estimations based on arbitrary metrics.
Some examples of who might be considered a fake follower include a profile that hasn't posted in the last year, has no bio, and likes 200 photos per day. Another, a profile with no followers, who follows 9000 profiles and has never posted an image.
We look at many data-points and score the profile based on those criteria. If the follower scores too low, we consider it "fake". This technique is highly effective and the process is similar to the methodology is used by the US Government for identifying domestic threats to national security. Just saying.
What do Polish brands need to look out for?
Wasting their time managing relationships, doing outreach and paying money to influencers who are guaranteed to be less efficient because of their fake followers. We recommend avoiding collaboration with creators that have lower than 75% follower credibility. It's more efficient to choose influencers with real followers.
In Poland, nearly 33% of the top 100 Instagram influencers fall under this category.
Below 75% threshold it is highly likely that the creator has purchased fake followers or has used some other tactics of over-bloating their follower count.
Even though the average credibility percentage ( 75.75% ) is good, brands should have a way to vet the creators that they are working with.
The only way to select the right influencers is to use the right tool.
If you are working with an agency, make sure to understand what are their technical capabilities of detecting any frauds slipping through the cracks.
Polish influencer engagement rates
The average engagement rate a-crossed all of Instagram is reported to be anywhere from 1.5-4.5%.
This number is a great starting point, but for any professional social media marketers, you know that 2-4% is already a pretty widespread and hard to take action against. That said, engagement is a fantastic benchmark for choosing the right influencers.
In our effort to shed some light on the Polish influencer marketing space, we decided to release some data on the average engagement rate a-crossed top Polish influencer marketers. Note: for the sake of this study we define "top" as "highest number of followers".
How engaging are Polish influencers?
We analyzed 100 Instagram profiles with a total of just over 9.5 million followers.
On average for each post, the top influencers in Poland receive approximately 55,000 likes and 400 comments.
With the most engaging influencers getting over 100,000 engagements per post and the lowers engaging influencers under a 1000 engagements per post.
What do Polish brands need to look out for?
Check for a healthy engagement rate. In Poland, it seems very possible to choose influencers with engagement rates above 3%.
Healthy doesn't stop at "above average" though. In some cases, the overly-high engagement rate can be a sign of fraud. As always, we recommend checking influencers for fake followers before putting the effort into recruiting them. Or build it into the process of how you find instagram influencers.
More than anything for most brands, influencers need to convert customers. Unless your company is at the stage where you're focused on impressions and "positive sentiment" more than money in the bank, converting customers is where it counts.
In order to choose influencers that convert, you need more than just engagement metrics. For reference, nearly 15% of the profiles we analyzed had less than half of their audience in Poland. For top performance, find influencers that engage your target audience directly.
Influencers from Poland are doing great in terms of engaging their audience. An average of 5.9% is a force to be reckoned with and is a fine indicator of the Potential found in Polish content creators.