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A genuine influencer will have an engagement rate of 1-3% compared to the number of followers. Engagement rates that are lower or significantly higher than 10% should also raise awareness in the company that the influencer is not as genuine as they claim to be. (Influencer Marketing Hub n.d.b.) Analyzing the list of followers an influencer has can also be a source of spotting a fake influencer. Fake profiles that have been created by a bot can mostly be identified at the first look. Those profiles do not have a profile picture or any pictures in their feed and mostly their privacy is set to private instead of public. In addition, those profiles do not look as if an effort has been put into the bio section of the profile. If an influencer has many of those suspicious followers, it is most likely that this person purchased followers. (Influencer Marketing Hub n.d.b.) 5.2 Fake sponsored content A problem which is not easy to detect for companies is fake sponsored content. This includes content that is marked as being sponsored by a company but has not been sponsored and the influencer is simply pretending to be paid. This can happen with either fraudulent intent or with good intent. Fraudulent intent means trying to make an influencer pretending to already get paid by companies. Therefore, it is believed that other companies will follow if they see that this influencer is already working together with other brands. In comparison, good intent would mean that the person who wants to engage an influencer is simply trying to push the profile by posting good content which looks quite similar to a sponsored post in order to get reposted by brands. This implies there are two different types of intents among the fake sponsored content but either way they are misleading companies that may want to work with the influencer because of the delusive content that they are posting. (Lorenz 2018, Robles 2019.) This problem mainly occurs because nowadays many people try to start a career as influencer. They pretend to be high in demand in order to make a good appearance online and to call attention to their profile. This problem makes it harder for companies to work with influencers. The company has to put more effort in researching on the influencer and their actions to be sure of the honesty and quality of the profile. (Lorenz 2018, Robles 2019.) 37PDF Image | Brand-Awareness through Marketing on Instagram
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