Influencer Marketing: Problems with Fakes

Influencer Marketing: Problems with Fakes

pexels-cell photo-607812 (4)One wild west area of social media that is coming under increasing scrutiny is influencer marketing. Media stars have been enhancing their incomes by becoming influencers. They use their star power to sell brand products to their social media followers. Brands pay them well to do so. Mostly it is through subtle means such as being seen using the product while talking about other issues. Now, brands are finding micro-influencers, people who are not necessarily stars but have larger than normal followings, and paying them to do the same. These influencer marketing practices have spawned a cottage industry of fake influencers and followers. People are using technology to create fake followers and others are creating entirely fake identities with fake followers to garner brand attention. Instagram has been trying to address this issue with little effect, according to this story in The Drum. Recently, the New York Attorney General’s office has had some success fighting those who sell fake social media followers, as explained in this Hollywood Reporter story. These practices will likely come under increasing scrutiny, but as it stands now, brands paying for influencers and micro-influencers beware, you might not be getting what you think you are paying for.