According to a report from last year, 12% of influencer had bought fake followers; put another way, that’s one in eight influencers – so this is a very valid concern. The other concern is whether followers are from your target geography.
Before you get into technical solutions, some ways to mitigate this risk:
- Ask for references from brands that have been happy. Working with an influencer is akin to working with a freelancer.
- Ask for their reports from their own analytics.
- Use a third-party analytics tool, like Nudge, to verify the veracity of the claims.
- ^ Bake this into the contract. This is a surefire fix to avoid most problems.
In terms of evaluating how much of their audience is bots, there are now tools for that like [Social Audit Pro and FakeCheck.co]. Analytics can also assist with benchmarks, qualifying the clicks out and measuring success.