What’s the most important metric to gauge an influencer’s efficacy?

Analyse the behaviour of an influencer’s followers to identify any suspicious patterns. Analyse account behaviour, activity patterns, and follower characteristics. Genuine influencers may experience organic growth due to viral content or media exposure, but massive and rapid follower increases without post content going viral are often indicative of bot activity,” explains Varun Grover, Brand Safety BU Head, mFilterIt.