09 Mar 2020 How to Spot a Fake Influencer
When used effectively, influencer marketing can produce incredible results for brands, providing a good return on investment — some 94 percent of marketers who use influencer marketing strategies believe it is effective. But as it becomes easier to buy followers and likes, the problem of so-called “fake influencers” who employ shameless tactics to misrepresent themselves has made it a risky game.
The influencer marketing industry is estimated to be worth $5 to $10 billion, but research shows up to 24 percent of influencers have falsely manipulated their engagement numbers. This not only makes it more difficult for real influencers, but also causes marketers to be more cautious when thinking about trying to use them.