September 20, 2019

Fake followers in influencer marketing will cost brands $1.3 billion this year, report says

By Megan Graham

Brands pay billions of dollars globally a year to promote their products through influencers who have sizable followings on top social media sites. But a new report suggests that, for a good chunk of their spending, those advertisers are getting ripped off.

Influencer marketing gives brands of all sizes a way to reach relevant audiences on platforms such as Instagram, Snapchat or YouTube in a way that might feel more authentic to a consumer. To appear more influential than they actually are, influencers can buy fake followers and pay for bots to like or comment on their posts.