Table of contents
  1. 1. Group rates definition
  2. 2. What is the purpose of group rates?
  3. 3. How do group rates generally work?
  4. 4. Relevance to influencer marketing

Group rates definition

Group rates are a recent phenomenon where medium to large size user groups rate a photo or a collection of photos posted on the massive and extremely popular social media platform. Users engaging in this rating game will typically rate a photo on a scale of 1-10. This practice is also quite often referred to as the "TBH Game", also known as the "To Be Honest Game". Usually, the key opinion leader (KOL) or leaders of the group will decide which photos to rate, encouraging everyone else in the group to participate in giving a brutally honest numerical rating score. 

 

What is the purpose of group rates?

The general purpose of group rates is to honestly evaluate the target social media user. The judgment criteria are usually based on physical looks and appearance, style, dress attire, personality, and a wide variety of other aesthetic and social features. While this type of practice can occasionally be crude or very superficial, it can also act as a tool or guide to helping an influencer improve their content quality and brand through a barrage of honest user assessment. By receiving this brutally honest assessment, influencers can make needed changes in order to improve their positive engagement rate and the overall attractiveness or allure of their social media profile.

 

How do group rates generally work?

The usual method for this practice is the leader or any other random group user will select a photo featuring a text caption that states "like for rates". Anyone who likes the post will then, in turn, receive a user comment, rating score, or judgment, allowing the original photo poster the ability to voice their opinion on what they think about them or the subject being scrutinized. This fun user game is typically initiated by sending out a direct message (DM) to everyone in a group, alerting everyone to the fact that the rating game is starting. The game is also frequently initiated by publishing a comment underneath a post, as many users utilize this feature to communicate with other known or unknown users. 

It could be argued that users have been engaging in group rating games for at least 5-6 years, which would lead many social media marketing experts to conclude that the phenomenon isn't a fad. It is, rather, a core aspect of social media engagement that gives users a platform for being brutally honest within the confines of a group action that might otherwise not be as well received. For instance, with datings apps available like Tinder, which allow users to quickly judge or rate other users, one could conclude that such quick and highly efficient aspects of user engagement on social media platforms will likely increase in their frequency rather than it being the other way around.

 

Relevance to influencer marketing

Influencer management experts consider the mostly spontaneous group rating game to be a beneficial facet of audience engagement. If, for example, hundreds of people are rating one particular influencer, not only does this substantially increase the exposure of that influencer, but it will also offer valuable user insight into how a small audience sliver perceives the influencer or their affiliated brand. The group rating game, although typically played for fun and with no commercial intent, absolutely acts as an unofficial test group that gives up very reliable user engagement data that is usually scalable across a wide range of influencer marketing related metrics.

Influencer management companies, although they can benefit tremendously from the information pulled from group ratings, they don't typically initiate them. While it would be quite easy to initiate a group rating to gain further exposure for a particular influencer, it is usually preferred that it happens organically rather than being forced. One of the main reasons why influencer marketing is so effective is its soft and organic approach in dealing with any particular audience. Any action taken by an influencer to artificially gain feedback or exposure would largely be seen as manipulative and could encourage a very negative audience reaction. Social media users are becoming increasingly sensitive and accurate in detecting phony or staged user engagement that is commercially driven. The backlash towards such behavior could absolutely destroy an influencer's credibility and drive them out of business.