58.5% of Instagram profiles audited in India have more than 60% spurious followers. On the flip side, 2.48 million profiles out of 8 million audited exhibit credible and high-quality followers, suggesting a significant pool of potential impactable real audiences. KlugKlug says that its machine learning-led data analysis achieves an accuracy rate of over 85% in identifying influencers with genuine audiences and the platform’s iterative intelligence ensures a reliable and precise influencer selection process. It also claimed that it stands out by offering real-time reporting, audience credibility filters, and campaign tracking. These features provide brands with transparency and actionable insights, ultimately optimizing influencer marketing strategies.
Medianews4u.com caught up with Vaibhav Gupta, Co-Founder and CPO, KlugKlug to find out more. Graduated from the Institute of Management Studies, Ghaziabad, and did an MBA from Symbiosis Pune, he co-founded KlugKlug with Kalyan Kumar. He is also involved with their other agency SoCat and is proud that their agency has had the opportunity to work with some of the world’s most prestigious brands, including Unilever, IndoFood, Danone, Kimberly Clark, Coke, P&G, Jet Privilege, Asian Paints, Bacardi, Motorola, LG, CEAT, Nestle, Diageo, TooYumm, Foodpanda, National Geographic, Maruti Suzuki to name a few. Apart from that, he has worked with WPP Group M -Mediacom, Mindshare, WaveMaker, Leverate, OMD, Foxy Moron, Dentsu, Isobar, WatConsult, and a slew of other agencies in India and abroad.
Q. How big a challenge are A.I. bots and fake followers for influencer marketing?
A.I. bots and fake followers pose a significant challenge for influencer marketing, undermining the authenticity and effectiveness of campaigns. These bots artificially inflate metrics like follower count and engagement, misleading brands into investing in influencers who may not genuinely reach their target audience or drive desired actions. KlugKlug, as a B2B SaaS platform, recognizes this challenge and addresses it by leveraging AI-ML technology to provide up to 85% accurate insights about global influencers on platforms like Instagram, YouTube, and Snapchat. By offering accurate data and insights, KlugKlug helps brands identify authentic influencers with relevant audiences, mitigating the risk of spending on fake followers.
Q. Do you have an estimate on how much revenue is being lost by companies as a result of this?
While it’s challenging to quantify the exact revenue loss caused by A.I. bots and fake followers, it’s evident that companies incur significant losses due to ineffective influencer marketing campaigns. KlugKlug’s AI-driven platform enables brands to engineer between 20-80% efficiency in spending on influencer marketing. By providing accurate insights and helping brands avoid investing in influencers with fake followers, KlugKlug contributes to cost savings and maximizes the ROI of influencer marketing campaigns.
Q. Are analytical tools being developed to combat this threat?
Analytical tools are actively being developed to combat the threat posed by A.I. bots and fake followers in influencer marketing. Whereas, KlugKlug utilises AI-ML technology to analyse influencers’ data and provide accurate insights, enabling brands to identify authentic influencers with genuine audiences. KlugKlug plays a crucial role in ensuring transparency, authenticity, and effectiveness in influencer marketing campaigns, helping brands make informed decisions and mitigate risks associated with fake followers.
Q. What role does A.I. play in your work?
AI plays a fundamental role in KlugKlug’s work by powering its data-driven approach to influencer marketing. KlugKlug utilizes AI-ML algorithms to analyze vast amounts of data from social media platforms and provide actionable insights to brands and marketers. From influencer discovery to campaign management and performance tracking, AI enables KlugKlug to deliver accurate and in-depth insights, empowering brands to optimize their influencer marketing strategies.
Q. What growth has been seen in the number of clients that you work with? How much potential wastage money do you save them compared with if they don’t use your product?
KlugKlug has witnessed significant growth in the number of clients it serves, catering to global agencies like WPP, Havas, and Publicis, as well as E-commerce powerhouses and D2C brands. By providing accurate insights and efficient solutions, KlugKlug helps clients save substantial amounts of money compared to traditional influencer marketing approaches. The platform’s AI-driven analytics enable brands to identify high-impact influencers and optimize their spending, resulting in potential wastage reduction.
Q. When you talk to clients what are their expectations and concerns?
When engaging with clients, KlugKlug understands their expectations and concerns regarding influencer marketing. Clients expect accurate insights, transparency, and ROI optimization from influencer campaigns. They are concerned about the authenticity of influencers, the effectiveness of their campaigns, and the management of costs. KlugKlug addresses these concerns by providing AI-driven solutions that offer accurate data, transparency, and efficiency in influencer marketing campaigns.
Q. What is your business model? Kindly elaborate.
KlugKlug operates on a subscription-based business model, offering its B2B SaaS platform to brands, agencies, and marketers. The platform provides access to comprehensive influencer intelligence, discovery, and insights. Clients can subscribe to KlugKlug’s services to leverage its data-driven approach to influencer marketing and optimize their campaigns.
Q. When you look at influencers who are doing well what makes the difference?
Successful influencers differentiate themselves by maintaining authenticity, relevance, and engagement with their audience. KlugKlug helps brands identify influencers who align with their values, resonate with their target audience, and drive meaningful interactions. By analysing various metrics and providing actionable insights, KlugKlug enables brands to collaborate with influencers who can effectively promote their products or services and deliver tangible results.
Q. Which are the key categories that use influencer marketing a lot?
Key categories that extensively utilize influencer marketing include fashion, beauty, lifestyle, fitness, food, travel, and technology. These industries leverage influencers’ ability to create relatable content and engage with niche audiences, driving brand awareness, credibility, and sales. KlugKlug caters to a wide range of industries, providing solutions to meet the needs of brands operating in these categories.
Q. How do platforms like Meta, and Youtube compare with each other when it comes to effectiveness in influencer marketing?
Platforms like Meta and YouTube offer distinct advantages and effectiveness in influencer marketing. Meta’s expansive user base and sophisticated targeting capabilities make it suitable for reaching specific audience segments with tailored content. YouTube’s video-centric platform allows influencers to create immersive and engaging content, making it ideal for product reviews, tutorials, and storytelling. Both platforms provide opportunities for brands to collaborate with influencers and amplify their marketing efforts effectively.
Q. How effective do you think LinkedIn will be when it comes to influencer marketing in the B2B domain?
LinkedIn holds significant potential for influencer marketing in the B2B domain due to its professional networking focus and engaged user base. Influencers on LinkedIn can establish thought leadership, share industry insights, and build credibility within their niche. Brands can leverage LinkedIn influencers to reach decision-makers, showcase expertise, and drive lead generation and sales. With its emphasis on professional content and networking, LinkedIn offers a unique platform for B2B influencer marketing strategies.
Q. Is there a whitespace when it comes to smaller companies adopting influencer marketing?
There is indeed a whitespace for smaller companies to adopt influencer marketing, especially with the support of platforms like KlugKlug. While larger organisations have been quick to embrace influencer marketing, smaller companies may hesitate due to limited resources and uncertainties. However,
KlugKlug provides cost-effective solutions and actionable insights tailored to the specific needs of smaller companies. By leveraging KlugKlug’s expertise and technology, smaller businesses can overcome barriers and effectively harness the power of influencer marketing to reach their target audience and achieve their marketing goals.
