As the influence of social media continues to grow, the worth of an influencer is becoming increasingly important. Brands are unwilling to invest in influencers they can’t trust, and so, the demand for authenticity has become predominant. But how can one truly determine if a certain influencer is genuine or not? In this article, we will discuss a few practical strategies to identify fake influencers and avoid falling victim to a potential scam.
Inspect Their Engagement Rates
The single most distinguishing characteristic of a fake influencer is an unusually high and overtly sudden rise in engagement. When an influencer’s followers and engagement rate increase dramatically and suddenly, it could be a sign that they have purchased followers or likes. Instagram’s recent algorithm changes have made it increasingly difficult for fake influencers to appear legitimate (as they often used bot accounts to achieve excessive likes and engagement). However, it is still possible that a fake influencer can temporarily fool the system and register a higher engagement rate, so always make sure to analyze their engagement on a long-term basis.
Check Who They Are Following and Who Follows Them
Understanding who a certain influencer follows and who follows them can help shed light on their authenticity. If an influencer is following a large number of other influencers, especially those of the same niche, it is a good sign that they are looking to network and form connections. If, however, they mainly follow private accounts, it is possible that they don’t want their followers to realize that their profile was recently purchased. Similarly, an influencer with an odd demographic or irregular-sized audience might be the result of having bought their followers.
Discover How They Interact With Their Audience
A genuine influencer maintains a constant and consistent flow of interaction with their audience. They will often reply to comments and form a connection with their followers, thereby fostering a community. On the other hand, a faker will typically avoid such interactions, often only responding hastily and seemingly insincerely to superficial comments. This interaction can sometimes be a means to gauge their follower authenticity, as a sudden increase in fake follower count will expose the inconsistency in interaction, or a lack thereof.
Investigate Their Verbal and Visual Content
The type of content an influencer shares can also give away their authenticity. Fake influencer accounts typically contain poorly curated content with too many and frequent errors. On the flipside, a genuine influencer is often consistent with the type of content they share and are articulate and well-spoken. A faker might also have an irregular or inconsistent posting schedule that can be a sign that they use their account only when it is profitable to them. Furthermore, look for signs of photo manipulation; an abundance of a whitewashed background or a mechanical style of posing can be a sign that an influencer is employing a filter to increase their appeal.
Look for Verified Accounts
The best way to ensure that an influencer is genuine is to look for a verified badge; if an account is verified, it is often an assurance of their legitimacy. Influencers can also be verified by qualified third-party services such as Fohr, which verifies influencers based on their engagement, authenticity, and level of reach. By utilizing a verified system, it becomes that much easier to spot a fake influencer.
Conclusion
Spotting a fake influencer can be a difficult task, especially as the techniques they use become increasingly sophisticated. However, by analyzing various factors such as engagement rate, followers, interaction, content, and verification, it is possible to identify an imposter and avoid falling into their trap. By employing these techniques, it becomes that much easier to spot a fake influencer and ensure that any investment in an influencer is of true worth.