App Login
  • Products
  • Solutions
  • Resources
      Get the insights you need on research, audiences, communicatons and digital from Sila's experts you can trust.
      Learn More
      Listen to the best marketers, reserach professionals from MENA for insights into making better decisions.
      Learn More
      Read our latest reports and get the full picture on some of the biggest cultural movements and Sila's whitepapers on broad topics.
      Learn More
  • Success Stories

      Who we work with

      Our products are for anyone looking to make better business decisions. We work with anyone who needs to sell to, or communicate with, consumers.
      Learn More
      Product Stories
      See how our Social Understanding suite and AI products unlocked value for business & government.
      Learn More
      Influence Success Stories
      See how we've helped companies like yours to grow and influence consumers into action.
      Learn More
      Research Success Stories
      Sila's AI has delivered on briefs that traditional market research has been unable to do.
      Learn More
  • Company

      About Sila

      Learn about how we enable social understanding through our AI technology to help drive better decision-making across government & business.
      About Us
      Discover Sila's company and our team that drives our AI technology from Dubai to the world.
      The companyThe teamContact us
      Our Technology
      Learn about our capbilities and what enables us to help your business decisions.
      Learn More
      Looking for a career with some of the most exciting Ai technology? Further your career with Sila.
      Learn More
  • Who are Considered Real Influencers? 

    July 1, 2020

    What do you think of when you hear the word “Influencer”? Are all influencers really influencers? What is their actual ‘influence’? All of these questions of course can be answered, but sometimes with great difficulty.

    So, Let’s have a look at who can be called a “Real Influencer” and who does not fall under this hugely misunderstood term.

    Wolves in Sheep’s Clothing?
    A fake influencer is a user who doesn’t create original content for an audience they have built from the ground up, or has paid to have fake reach and engagement from fake accounts. A fake influencer usually looks for freebies instead of building any form of relationship between themselves, a brand, and their community.

    Digital Ape’s Creator Dashboard

    Focusing on Digital Ape’s own Sila creator dashboard below, we are able to focus anaylse the creator’s original audience. Such as; the engagement rate, views, total posts, and compare with the average. Location, gender analysis is also of huge importance. Also, brands are losing billions on creators who profess to have a large audience in, for example, Saudi Arabia, when most of their followers could actually be in Egypt!

    Sila Digital Ape Influencers Creator Platform
    Chef Mona Mosly Puck Digital Ape
    Interestingly, we also focus on their affinities and interests to gain an overall picture of the style of content put out, so we know to not divert from the authenticity that built their audience in the first place.

    The Profile of a Real Influencer?
    A ‘real influence’ as a content creator who produces unique content for an audience they have built from the ground up. They achieve significant reach and engagement from real people who wait for the content they create. A creator is actually responsible for the contribution of useful content and information to any media platform. This type of creator usually targets specific users in specific contexts.

    Campaign Example

    We teamed up with Puck to engage numerous home cooks across the GCC, and an influencer outreach campaign was launched. Recipe-wise, the focus was a mix of classic recipes (including, but not limited to, pasta), which was made with a personal twist.

    Puck Digital Ape Top Chef

    The overall campaign idea played around the chef spinning a wheel to decide the recipe to cook. Then a secret ingredient was added to the recipe for them to find a way to prepare a nice and tasteful dish.

    A key creator launched a mystery challenge to the creators. Also adding the secret ingredients.

    Then the creators accepted the challenge and they, in-turn, challenged their audience. They then participated using the hashtag to win AED500 vouchers from Puck.

    Using the KPI’s produced, in part, by the Sila creator platform, and thanks to over 10 years in creator management, the campaign had a reach of over 26million. Average creator views went to over 330,000 in some cases.

    About Digital Ape
    DA is a tech-enabled agency that exists to tell great stories that grow our clients’ businesses.

    To find out more, please click here and use the contact form to get in touch.

    (This article was written by Mohammed Shashaa. Community Manager at Digital Ape.)

    More insights for you.

    Get in touch with us and see how
    Sila can help you.
    Get a demo