Real or Fake Followers: How to Spot the Difference

As a brand, it’s important that you find influencers who are real, dedicated to their following, and will represent your brand well. Unfortunately, it’s not always that easy. With new levels of fraud being found each day, things can often not be what they appear. If you see an influencer that you think would be a great face for your brand, it’s important to take a few steps to make sure that their followers are real and engaged.

We’ve put together some tips to make sure your influencers are legitimate. Get the most of your time and money by working with influencers who have real influence and are ready to take on your branding to share.

Look at the content

Is the content consistent? Is the content appealing? You’ll want to find influencers who post on not only applicable subjects, but who post consistently. If someone has thousands of followers but only average or sporadic posts, this could be cause for some concern.

Look at their ratio

Each influencer will be different, but the following ratio will tell you a lot. For example, if an influencer is following 100,000 people but only followed by 10,000, their audience may not be as engaged. If the influencer follows you and then you follow back, look at what they do next. Look at how they follow and unfollow others to see how genuine their interactions are or if it is obviously a “bot” doing the work.

Read through comments

What do their comments look like? Are they generic comments like, “nice photo,” or “this is cool,” or are they real and genuine comments from their following? Generic comments can often come from other bots that are trying to do the same thing by faking interaction to receive more followers. Real, engaged followers will stand out from the rest.

Consider an audit

To make sure an account is legitimate, you can use Instagram auditing websites to see the average legitimate comments and likes on posts. You can use these tools to make sure that you are reaching out to a real influencer with a real following, thus launching your brand farther. You can find these websites through a quick web search, and most work on any public profile.

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