Influencers' guide to spotting fake brand collabs

New Delhi: The allure of brand collaborations has turned into a nightmare for many influencers as scams. 

Reports have surfaced detailing how influencers, from micro to macro levels, are being duped by fake brands promising lucrative partnerships.

The modus operandi of these scams typically involves scammers posing as representatives of well-known or seemingly legitimate companies reaching out to influencers via social media platforms like Instagram or even via legit emails. They offer tempting deals such as free products, exposure, or even payment for promotion. However, these promises often come with a catch that leads influencers into traps.

There have been instances where influencers have been asked to pay upfront for products or services under the guise of collaboration, only to receive nothing in return or items of substandard quality.

Another alarming trend involves affiliate link hijacking, where influencers promote products through their unique referral links, expecting a commission on sales. Scammers, however, replace these links with their own, siphoning off the revenue intended for the influencers. 

The sophistication of these scams has grown, with fake brands creating elaborate websites and social media profiles to appear legitimate. They often use high follower counts or fake engagement to deceive influencers into believing in the brand's credibility. 

Influencer marketing experts and platforms are now urging influencers to adopt a more cautious approach:

Verification is key:

Before jumping into any collaboration, influencers are encouraged to verify the authenticity of the brand. This can be done by seeking out the company's official website, checking for any news or reviews online, and looking for verified social media accounts. Direct communication via official email addresses or LinkedIn can also confirm legitimacy. 

Scrutinise engagement:

An influencer's ability to spot a fake brand often lies in analysing engagement metrics. Some tools help in understanding whether an account's followers and interactions are genuine. A high follower count with abnormally low engagement is a red flag, indicating the presence of bots or purchased followers. Discussions on X have highlighted how influencers are now using these tools to make informed decisions about potential partnerships.

Contracts and clarity:

Legitimate collaborations usually come with contracts that outline deliverables, payment terms, and the scope of work. Influencers are now more cautious, refusing to proceed without a written agreement.

Watch out for red flags:

Influencers are learning to spot common red flags such as requests for personal information early in the conversation, demands for upfront payment for products with promises of reimbursement, or vague terms about the collaboration. Experiences shared by influencers on social media platforms underline the importance of scepticism when offers seem too good to be true.

Community and peer verification:

The power of the influencer community is being harnessed as a protective measure. Influencers are increasingly discussing potential collaborations within their networks to gather insights or warnings about certain brands.

Be sceptical of unsolicited offers: 

Especially those that come via DMs or comments asking for direct contact. Legitimate brands usually have a more professional approach to outreach.

Educational outreach:

Educational content around scam prevention is on the rise, with influencers and marketing agencies offering guidance on how to detect and avoid scams. This includes webinars, blog posts, and direct advice on social media, focusing on the latest scam tactics and how to counter them.

Leveraging platform security:

Social media platforms are stepping up with features that help in identifying fraudulent accounts or suspicious activities. Influencers are encouraged to use two-factor authentication, report suspicious profiles, and look out for platform advisories regarding scam trends.