Social media influencers have become an integral part of marketing in India. Brands have started to leverage influencers to make their campaigns successful. But, the increasing numbers of fake influencers has become a major cause of concern for brands.
Fake influencers are social media personalities who post fake content to get attention and increase their follower count. They also use bots to increase their followers. This is making it difficult for brands to identify genuine influencers and establish a successful collaboration.
Brands are facing a few major challenges while working with influencers. The most common issue is that some influencers don’t disclose that the content is sponsored or have a disclosure policy in place. This can lead to legal issues for brands. It is also difficult for brands to track the influencer’s content performance and ROI.
In order to ensure that the influencers are genuine, brands are now adopting several strategies. They are increasingly focusing on the influencer’s engagement rate and follower count. They are also verifying the authenticity of the influencers by asking them to submit proof of their identity. Moreover, brands are looking at the follower’s profile in order to understand if the influencer has a genuine following.
