Ask 11-16 year olds what they want to pursue as a career and nearly 17 percent of them reportedly aspire to become a social media influencer, uncovers a study on British children. Even in the rest of the world, Instagram influencers or YouTubers are overshadowing conventional jobs and professions due to the instant show-cut to fame and higher monetary returns.
But to build an online audience and garner positive response through engagement, it takes time and great commitment to deliver content that truly influences. Not every ‘so called influencer’ can manage to do it all, organically!
At least 40 percent of them at some point would have signed for fake followers, confirms a digital marketing survey.
Who are these Fake Influencers?
Fake influencers are those who pay to have millions of followers that are mostly created by bots or are dummy accounts. They also buy comments, likes and engagement of the followers to look authentic and fake a rather large following on social media to grab brands’ attention for paid partnerships and sponsorships.
Collaboration with fraud influencers will not guarantee increase in the brands’ reach to the consumers or make best use of the money invested on social media marketing campaigns. In fact, a study found that over half of the advertising and marketing professionals are of the opinion that 10-20 percent of their ad spend is wasted in fake influencer scams.
However, as partnership rates between micro-influencers and businesses continue to rise there is an ever-increasing risk of loss with zero impact on leads and engagements for many brands and businesses.
To avoid being scammed of millions and billions of dollar through fake influencer partnerships without genuine audience, brands need to watch out for the below five signs:
Fake deals and scams on social media that deem to have been sponsored and promoted by brands and businesses affect goodwill and online presence in the long run. To stave of fake partnerships and collaborations that promise unrealistic numbers and objectives, it is important to keep a watchful eye on the influencers’ accounts.
Manually screening influencer accounts along with defining a few KPIs to screen influencer profiles may seem daunting, but useful. These insights can be used in comparison with other influencer accounts to refine the brand’s search for legit influencers.
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