Before we dive in on the “verified following” cards (above) that all the bloggers were posting in their stories last week, let’s bring some context to this story. These IG story “cards” that everyone posted were created by a company named Fohr Card. Fohr is a platform that connects brands to creative storytellers (aka bloggers) for collaborations by aggregating all of the blogger’s stats across platforms (IG, Pinterest, Twitter, etc), stack ranking them against other bloggers in their categories, and giving access to this list to brands to determine who to select for a campaign.
To be clear, I have never received a sponsorship deal through Fohr, so I don’t have first hand experience on how campaign matching works. However, I do have an account on the Fohr platform because I like their simplified dashboard for showing stats. Fohr is also one of the first companies to try to break down a blogger’s following by engagement level, which, as a stats and data geek, I am really drawn to!
Earlier this year, Fohr released a tool that claimed to analyze a blogger’s Instagram following. If you have a Fohr account, you can connect your IG account to see your own stats. It took about 2 weeks to “analyze the following”, but this is the graph I got:
Super fascinating, eh? It was really interesting for me to see that I’m below average on bots and lurker accounts (woo!) and skewed much higher on the active followers (yippee!). What I’m stumped on is how this information was calculated and if all of my followers were analyzed to produce this info. Or was only a subset of my followers analyzed and then extrapolated? Is this the same data set that was used to decide which bloggers did (or did not) receive those “Authentic following” cards posted on IG stories?
Naturally, when something like this is flooding the blogosphere, bloggers talk about it. In the particular community that I’m connected in, we were starting to see a mixed opinion on whether or not to post these Fohr “Verified followers” cards. Some people thought it was cool because a lot of larger bloggers were posting them. Others said they felt like the bloggers who they saw posting the card were ones that had been accused of buying followers previously– like this card was a way to justify their aggressive follower growth.
Because you know I like data and like to backup my arguments… this post is about to get real juicy with a real example use case of someone who posted and what their “authentic following” really looks like!