How to Spot Influencer Fraudsters
From fake followers to totally fabricated accounts, social media is full of influencer fraudsters. It can be difficult to decipher the real from the make-believe. A lot of people get duped! Take the case of Caroline Calloway, who tabloids call an “Instagram scam queen.” The BBC even aired a documentary about her and her online persona that fans say swindled them out of cash.
But not every suspected social media fraudster is so notable or obvious. A recent study found that nearly half of Instagram “influencers” have been impacted by fraud. That’s actually a decrease from previous years, which suggests that people are starting to wisen up to Instascammer tactics! Disclaimer: this particular study was conducted by an influencer marketing company, you have to take it for what it is, but their research uncovers some truths about a battle that influencers, consumers, and business owners have been fighting for a long time.
What is Influencer Fraud
Instagram says scams happen on its platform when people use fake or compromised accounts to trick you into giving them money or personal information. But fraudulent tactics aren’t always so black and white.
Influencer fraud also involves things like buying followers, likes, comments, and views. As a business owner, you’ll want to avoid doing this yourself or engaging with influencers who use these methods. It can seriously damage your brand reputation.
How small businesses can avoid becoming victims of influencer fraudsters
Ask Questions
If an influencer approaches you about a collab opportunity, the first thing you should do is research their account.
- – Have they collaborated with other brands?
- – If so, what do those partnerships look like?
- – Dive into the comment sections of those sponsored posts. How are people responding?
- – Utilize tools like Social Blade that lets you see recent follower count increases/decreases. This can alert you if they buy followers.
If you aren’t sure if an influencer you’re communicating with has participated in sponsored content in the past, ask them to see a portfolio of brands they’ve worked with previously or examples of the type of content they would provide for you.
Look for red flags
There are some obvious red flags to look out for while conducting your research.
- No Profile Picture or No Followers
An Instagram account without a profile picture or without any followers is an immediate red flag, especially if they are approaching you about collaboration.
- Generic Comments
An Instagram account with mostly generic comments on their posts is a warning sign that they may have fake followers. Watch for an abundance of comments that say things like “great post,” “very nice,” “😍😍😍,” or other generic words without any further explanation or description related to the original post.
- Fake Profile Pictures
If you are suspicious of an influencer, run their profile picture through a reverse google search. If it pops up in multiple places, there’s a good chance it’s a fraudulent Instagram account.
- Lots of Followers with No Engagement
You might be really excited if an influencer with a lot of followers reaches out to you offering you a discounted price for their influencer fees. But just because they have a lot of followers doesn’t mean they have any influence at all. An account with a lot of followers, but little to no engagement is a red flag. It becomes a double red flag if it is combined with any of the other common issues outlined above.
- Pages that Repost Content
These are accounts you really have to look out for. They will repost a bunch of content with nothing original of their own. They will often reel you in with offers of getting your posts in front of thousands of people.
Rules of the Influencer Trade
The United States Federal Trade Commission (FTC) requires influencers to disclose when they have any “financial, employment, personal, or family relationship with a brand.” This means they cannot promote your product if you pay them, provide them discounts or perks, or give them free products.
Kim Kardashian just got into big trouble over this. She agreed to settle with the SEC and pay over $1-million for failing to disclose payment she received for promoting a crypto asset on her Instagram. She did put #ad on the post, but that isn’t enough when dealing with securities.
These sponsorship disclosure policies are the same across all social media platforms. They are also required for all types of posts. It doesn’t matter if they are: photos, videos, or livestreams. The influencer must disclose in an obvious way that they are being compensated for the content.
Influencers also cannot talk about a product they haven’t tried, so expect to send products to any influencers you decide to work with.
Benefits of Influencer Marketing
Despite all of the rules, restrictions, and fraudulent activities happening on social media, influencer marketing is still a terrific way to market your products. Finding the right influencers can grow your business quickly and spread brand awareness.
At Orca Communications, we take an organic approach to influencer marketing that results in finding real influencers and building strong connections with our clients.
Want to know more? Check out our guide “What To Expect From Your Influencer Campaign” or schedule a consultation with a member of our team.