Businesses increasingly look to influencers to supply organic marketing, but influencer fraud is on the rise. Bad practices in the influencer industry have cost businesses over a billion dollars this past year. Part of the problem is how easy it's becoming for influencers to buy followers, which makes them appear more influential than they actually are. Safeguard yourself against bad influencers by avoiding those that have new accounts and instead going for influencers with a longstanding reputation. Look beyond the numbers and see what kind of engagement they're generating. Be particularly suspect if an influencer has a lot of followers but very little engagement, as this is a sign that they could be padding their follower base.
- Influencer marketing fraud is on the rise, costing brands over a billion dollars in 2019.
- It's increasingly easy for influencers to buy fans and followers, leading to an inflated perceived value.
- To avoid influencer fraud, aim to work with influencers that have been active more than 18 months.
"Even if you sign up to follow a certain influencer, there’s no guarantee that the big social media platforms will actually show you all of that person’s content."