This information comes from the website of our audience analytics partner Social Data.
ACS is a 1 to 100 metric, a benchmark to measure the overall quality of a influencer's audience in the influencer marketing industry.
The Audience Credibility Score thus reflects the percentage of followers that we can certainly define as real people (i.e. that are not bots or fake accounts).
This score is established for historical followers by taking into account multiple factors: profile pictures, bio descriptions, the number of posts, as well as the follower vs following ratio.
How should this metric be used?
Too often, agencies make wrong assumptions regarding the real value of each influencer based on the Engagement Rate level only. It is quite a major pitfall for brands, since ER is not an indicator of authentic comments and likes; in other words, it does not guarantee followers quality.
The ACS provides that information. Influencers with ACS 100 are most likely to have a high-quality audience. Nevertheless, having an ACS of 50-60 is not a disaster, more like a warning, an indication that you need to keep on eye on their audience statistics. The accounts with ACS 30 and less belong to a low quality group of influencers who will are highly unlikely not have any impact on the level of sales. ACS is distributed consistently, it's a rare case to spot some boundary value here.
If you've recently spotted a gradual decline in an ACS level, it's in your interests to tackle this issue quickly by checking the Followers Evolution and Following Evolution patterns. The usage of so-called follow-unfollow methods (Mass Followers) to artificially boost followers count are also important to take into account. At the same time the implementation of such inauthentic methods in practice will bring the Audience Credibility level down quite drastically.