How do you identify and avoid influencer fraud and fake followers?

1 Check the follower-to-engagement ratio

One of the easiest ways to spot fake influencers is to compare their number of followers with their level of engagement. A genuine influencer will have a consistent and realistic ratio of likes, comments and shares to their follower count. A fake influencer will have either too low or too high engagement, indicating that they either bought followers or used bots to boost their numbers. A good rule of thumb is to look for an engagement rate of around 2-5% for most niches.

2 Analyze the quality of followers and comments

Another way to detect influencer fraud is to look at the quality of their followers and comments. A real influencer will have a diverse and relevant audience that matches your target market. A fake influencer will have a lot of suspicious or inactive accounts, such as those with no profile picture, no posts or generic names. Similarly, a real influencer will have authentic and meaningful interactions with their followers, such as answering questions, giving feedback or sparking discussions. A fake influencer will have generic, repetitive or irrelevant comments, such as emojis, one-word responses or spammy links.

3 Use third-party tools and platforms

If you want to verify an influencer's credibility and performance, you can also use third-party tools and platforms that can help you analyze their metrics and data. For example, you can use tools like Social Blade, HypeAuditor or Influencer Marketing Hub to check their follower growth, engagement rate, audience demographics, reach and impressions. You can also use platforms like Upfluence, AspireIQ or Klear to find and vet influencers based on your criteria, goals and budget.

4 Ask for references and case studies

One of the best ways to avoid influencer fraud and fake followers is to ask for references and case studies from the influencers you want to work with. A reputable influencer will be able to provide you with examples of their previous collaborations, results and testimonials from other brands. You can also check their portfolio, website or media kit to see their style, tone and niche. By asking for references and case studies, you can ensure that the influencer has a proven track record, a loyal fan base and a relevant influence for your B2B business.

5 Set clear expectations and agreements

Finally, to avoid influencer fraud and fake followers, you need to set clear expectations and agreements with the influencers you choose to partner with. You need to communicate your goals, budget, timeline, deliverables, guidelines and metrics for the campaign. You also need to have a written contract that outlines the terms and conditions, the payment method and schedule, the ownership and usage rights of the content, and the consequences for breach or non-performance. By setting clear expectations and agreements, you can protect your brand, your budget and your results from influencer fraud and fake followers.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?