In the Smartfluence analysis of fashion influencers, we analyze some of the hottest "Instagram" brands and use several criteria to assess the influencers who were used by these brands. While many brands use engagement rate and follower count as one of their primary means for assessing an influencer's performance, we believe that using audience authenticity as a qualifying metric for assessing influencers is critical in ensuring that you have strong influencer marketing campaigns. We measure audience authenticity by looking at an influencer's entire audience and filter out robot (bot) followers, other fake followers, and mass followers (accounts that follow thousands of other accounts). By discounting this portion of an audience, we can accurately assess the "true reach" of an influencer's audience. Typically we like to see audience authenticity metrics of 85%+ when recommending influencers for a brand's campaigns.