Influencer fraud detection: How AI is helping nrands combat fake engagement
June 6, 2023
Reading Time: 3 minutes
In today’s digital age, influencer marketing has revolutionized the way brands connect with their target audience. However, the rapid growth of influencer fraud and the prevalence of fake engagement have posed significant challenges for businesses.
Fortunately, the emergence of artificial intelligence (AI) is transforming the landscape by enabling brands to detect and combat fraudulent practices. By leveraging tools like Social Native’s Creator Discovery™, brands can make informed decisions, protect their investments, and ensure genuine audience reach and impact.
The Rise of Influencer Fraud
As the popularity of influencer marketing soared, so did the prevalence of fraudulent practices. Influencer fraud refers to the act of artificially inflating engagement metrics, such as followers, likes, comments, and shares, to deceive brands into believing that an influencer has a larger and more engaged audience than they actually do.
This dishonest behavior not only compromises brand credibility but also wastes marketing budgets on partnerships that fail to deliver genuine reach and impact.
Around 49% of influencers had engaged in some form of follower fraud, which includes purchasing fake followers or using automated bots to inflate their follower counts (ICMP).
AI-Powered Fraud Detection
Artificial intelligence has emerged as a potent weapon against influencer fraud. By harnessing the power of machine learning algorithms, AI systems can analyze vast amounts of data and detect patterns that indicate fraudulent practices. These systems can uncover anomalies in engagement metrics, such as sudden spikes in followers or unusually high engagement rates. They can also examine audience demographics and identify inconsistencies that suggest fake followers or engagement.
Furthermore, AI tools can compare an influencer’s engagement metrics with industry benchmarks to assess authenticity accurately. By utilizing advanced data analytics and sentiment analysis techniques, AI can distinguish between genuine and fake engagement, providing brands with valuable insights to make informed decisions about influencer collaborations.
At Social Native, we understand the importance of brand/creator/consumer alignment to ensure the success of a campaign. That is why we synergize a data-driven approach with our trained eye and expertise to meticulously identify the perfect match for brands.
In addition, our platform empowers brands to utilize our powerful and intuitive search engine on their own to find and sort through thousands of creators in minutes. With Creator Discovery™, brands can harness the potential of advanced algorithms and first-party data, ensuring they can discover the most suitable and relevant creators. Our comprehensive solution puts brands in complete control over creator collaborations —with none of the hassle. > Learn more here.
Benefits for Brands
The integration of AI-driven fraud detection in influencer marketing offers numerous benefits for brands. Firstly, it helps protect brand reputation by ensuring that partnerships are established with legitimate influencers who can genuinely influence their audience. By weeding out fraudulent influencers, brands can maintain their credibility and trust among consumers.
Secondly, AI-powered fraud detection safeguards marketing budgets by preventing wasteful spending on partnerships with influencers who engage in fraudulent practices. By identifying and avoiding fake engagement, brands can allocate their resources more effectively and maximize their return on investment.
Finally, AI tools provide comprehensive analytics and insights that empower brands to make data-driven decisions. By analyzing the data collected through AI algorithms, brands can identify the most effective influencers for specific campaigns, ensuring the optimal alignment between their brand and the influencer’s audience.
Empowering Brands Against Fake Engagement
Social Native‘s all-in-one solution not only empowers brands to combat fake engagement through AI-powered technology, but also automates and handles all the operational and legal complexities involved in sourcing, managing, distributing, and measuring the performance of authentic social content from creators and consumers.