There are many myths surrounding influencer marketing lately, but not all the information you see and read is myth; some of them are true. The thing is, not all influencers are as transparent as they appear. In fact, some are downright dishonest. The final thing you wish is to spend your limited budget on dishonest influencers who have bought fake followers, inflated their stats, or – worst of all – disappear with your product and never deliver it.
But yes, it really will be a sad reality. Although definitely if you employ file paid creator platformyou are almost at all times in good hands, not all firms know, understand or even want to spend money on these platforms (and some prefer to DM as a substitute). Now let’s go ahead and determine how to spot the warning signs so your small business can get the real exposure it deserves without falling victim to fraud.
There are normally fake followers and engagement
So you have to do not forget that in the world of influencers, numbers count. It’s easy to be drawn in by an impressive follower count or high engagement stats, but they will be easily manipulated. Businesses, especially small ones, need to watch out because false engagement can do more harm than good.
What’s really going on behind the scenes?
OK, now it is simple to be dazzled by an influencer with a huge following. After all, they have to be price the investment, right? Well, not at all times. Unfortunately, some influencers buy their followers, and these huge numbers are nothing greater than a mirage. Bots and fake accounts don’t actually interact with the content – they simply exist to make the influencer seem more popular than they really are.
Commitment is key
What are you able to do now? Well, you may have to take a closer look at their engagement. Do their likes, comments and shares match the size of their audience? If an influencer has 1000’s of followers but only a few comments or likes on each post, this is a red flag.
Another tip? General comments comparable to “Awesome!” or strings of emojis in every post – this normally means they’re buying the engagement too. Now you would like to understand that real engagement comes naturally when followers ask questions or comment.
How to start spotting red flags in their online presence
Okay, imagine it or not, all it really takes is a quick scan. Yes, you read that right, a quick scan of the influencer’s social media should offer you some clues as to their authenticity. While it’s obviously tempting to go with the hottest name, inconsistencies in its content or over-promotion will be a sign that it isn’t as trustworthy because it seems.
Inconsistent content or too much promotion?
So you would like to take some time to read their previous posts rigorously. Do they promote different brands continually and without consequences? This may mean they are just chasing money and not likely aligning with the brands they care about. You want an influencer who has a real connection with their audience and your product, not someone who’s just trying to make a quick buck.
Inflated statistics or plain lies?
Most influencers will send you a media kit showing off their numbers – comparable to follower count, engagement rate and previous brand collaborations. The thing is, nevertheless, that some influencers stretch the truth. They may Photoshop their numbers, edit their stats, or claim to be more engaged than they really are. It’s more common than you think.
Too polished?
If their content is overly edited or appears staged, this may also be a red flag. Typically, you’ll be able to expect that almost all authentic influencers often share behind-the-scenes moments, exhibit their personality, and interact with their followers in a way that feels real. If all the pieces looks too perfect and there is no real engagement with the audience, dishonest influencers could also be hiding something or simply trying to create the illusion of success.
Ask for ID
If an influencer hands you a media kit that seems too good to be true, ask for real, verifiable data straight from the platform. Any legitimate influencer will likely be blissful to share back-end analytics from Instagram, TikTok, YouTube, or wherever they are energetic. If they object to the request, this is a major warning sign.
How to confirm an influencer’s authenticity
So just above it was mentioned that you just need to do your homework, but that is not necessarily all (but yes, you mainly need to do that too). There are a few other things to try.
Use tools to spot fakes
So you have two options: you’ll be able to either use influencer platforms because they do all the work for you, or you may also look into tools yourself (after all, it’s always higher to use platforms and their tools). But some cheaper tools it may well allow you to see their follower ratio and where their followers mainly come from.
So if it’s a Western influencer who is targeting a Western audience, but is gaining followers from Malaysia, Pakistan, India, etc., you’ll be able to safely assume that they have bought followers (since most bots are created and originate from these countries).
Start small
Even if an influencer looks perfect on paper, it’s still price testing the waters. Ideally, you’ll be able to start with a small campaign and then commit to something larger. This allows you to see how they are performing and whether their audience is actually interacting with your brand. Think of it as a trial run – it’s higher to test in one post than commit to a long-term contract straight away.
How to protect your organization against influencer fraud
So if you begin small and like what you see, you may still need to watch out. So yes, it is extremely essential to put safeguards in place to protect your organization from falling victim to fraud by influential people. Being careful at the starting will prevent headaches later.
Agreements
You would not enter into a business deal without a contract, so why should influencer marketing be any different? Even if you are just sending products, describe what you expect from the influencer, when they’ll post, and what other results you may receive. This is a great way to avoid being fooled by ghosts.
Build relationships, not only campaigns.
The most successful influencer marketing campaigns are based on real relationships. Instead of focusing solely on follower counts and immediate results, look for influencers who truly connect with your brand.