In this interview, Patrice Salnot discusses the process of selecting influencers to work with and the challenges posed by fake influencers in the influencer marketing industry. Rather than choosing influencers directly, Salnot and his team focus on evaluating the quality of an influencer's audience. They use specialized tools to identify "mass followers" and "fake accounts" that can skew an influencer's reach. Full article available on medium.com


Patrice Salnot explains that the influencer marketing industry has become highly profitable, leading some influencers to purchase followers to boost their numbers quickly. To combat this, his team has developed tools in R language to verify an influencer's audience. These tools analyze followers' accounts and geolocation data from their posts.

Patrice Salnot also highlights the importance of transparency in influencer marketing. Advertisers can use auditing features to assess an influencer's audience quality, and the ability to geographically locate an influencer's community is valuable for businesses seeking local outreach.

The risks of collaborating with influencers lacking a genuine audience are financial for advertisers, as such partnerships may not yield desired results. For communication agencies, there is a risk of losing client trust if they work with influencers whose audiences have not been properly vetted.




Full article available on Gens d'internet. First published in November 2022.