How Brands Are Combatting Influencer Fraud in an Ever-Changing Social Landscape

Billions are wasted bringing on accounts that use fake followers and likes

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The marketing industry has a big problem—a $1.3 billion problem, to be exact.

That’s the amount marketers are expected to waste on fraudulent influencer marketing this year, according to a July 2019 global study from cybersecurity company Cheq and the University of Baltimore. This means that nearly 18% of the overall amount marketers are spending on influencer marketing, which is $8.5 billion, according to Mediakix, is wasted.

Influencer fraud comes when an influencer falsifies his or her impact, whether through purchased followers or inauthentic engagement.



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This story first appeared in the Aug. 26, 2019, issue of Adweek magazine. Click here to subscribe.