What is ‘influencer fraud’ ...

FROM PAGE XXII followers is a main problem in influencer marketing and fake influencer follower fraud cost companies 1.3 billion dollars in 2019–all according to Invespcro. I encourage small businesses especially to be more cautious about who you ask to advertise or promote your products. Ask yourself if the influencer is an honest or trustworthy person. Find out more about them and what makes them influential in said field or industry.

It’s often advisable to seek someone with a high level of expertise or even a professional or experienced individual. Second, understand how valuable and or authentic their engagement is. They can have 1,000 likes, but will these people (or bots) be interacting with your specific product? Last, all established influencers must have a portfolio with the brands and companies they’ve worked with. Look at what content they’ve created for other businesses and how they’ve handled previous business relations. Apart from having “fake influencers”, you may also find unprofessional ones. Find out how they’ve handled previous partnerships, especially ones that were not in their favour. I’ve written this article to allow small business owners and even large corporations alike to be mindful of who they choose to represent their brand. As the community of influencers continues to grow in Guyana, I hope we steer clear of the fraudulent ones that might arise.