By Jane Skripnik , a Gen Z media analyst, consultant, and the CEO of Jane’s Media
Influencer marketing is projected to exceed $24 billion in global spending by the end of 2024 As brands invest more heavily in digital creators, concerns are mounting—not just around return on ad spend, but around authenticity, access, and equity. The commercialisation of influence has created ground for both innovation and exploitation.
While influencer fraud is often discussed in terms of financial losses, its deeper consequences are systemic. Fake influencers aren’t just misleading brands—they’re crowding out legitimate creators, particularly those from underrepresented communities. In a digital economy where visibility is currency, inflated numbers and artificial personas distort who gets seen, supported, and paid.
A recent report found that 49% of Instagram influencers engaged in some form of fraudulent activity, including purchasing followers, engagement, or comments, using fraud tactics to maintain engagement rates that appeared completely organic. This illusion makes them difficult to detect without advanced tools.
As a result, creators who are building audiences authentically and often slowly are routinely edged out of campaigns by accounts with inflated metrics and artificial engagement. The emphasis on speed and scale, combined with shallow vetting, means that real voices often get lost in the noise.
Inequities in Pay and Opportunity Persist
Fake engagement is not the only factor skewing opportunity. There’s a growing body of research showing that underrepresented creators—especially Black, Latina, and LGBTQ+ influencers—face systemic disadvantages, even when their performance matches or exceeds that of their peers.
A 2023-204 update from MSL and The Influencer League reported that Black influencers earn 29% less than white influencers for comparable work—only a slight improvement from previous years A 2023-2024 industry benchmark shows that just 26% of brands actively consider diversity when selecting influencers for campaigns—up from 23% in 2021, but still far from equitable practice.
In contrast, fake influencers—who often operate with manufactured personas—are more likely to be boosted by platform algorithms due to engagement velocity, not authenticity. This puts honest creators at a structural disadvantage.
A 2024 report from Modash estimated that roughly 45% of influencers with over 100,000 followers show signs of artificial audience growth. Conversely, data from Upfluence shows that micro-influencers (10,000–50,000 followers) generate conversion rates up to 60% higher than those of macro-influencers.
Following Meta’s 2023 decision to offer paid verification, it has become easier for fraudulent accounts to purchase credibility, meaning a blue checkmark no longer signals real influence.
Brands that fail to dig deeper into audience authenticity risk funding disinformation, wasting marketing budget, and overlooking real voices that actually drive conversion.
Fixing the problem requires both technological safeguards and a commitment to equity in influencer selection. The following practices are recommended:
- Use both fraud detection tools and diverse sourcing methods. Platforms like Modash and CreatorIQ can flag fake engagement, but brands should also build direct relationships with creators through networks like #DiverseCreators or similar platforms.
- Shift KPIs from vanity to impact. Look beyond impressions. Prioritize metrics like branded search lift, saves, click-through rates, or community engagement quality.
- Incorporate DEI into your briefs—not after the fact. Treat creator diversity as a performance advantage. Brands like Sephora and Nike have set measurable DEI benchmarks for influencer campaigns.
- Standardize equitable compensation. Tools like FYPM (“F*** You Pay Me”) and Clout Jam can help brands verify fair rates and close race- and gender-based pay gaps.
The rise of fake influencers is more than just a marketing challenge—it’s a human one. Behind every missed opportunity or undervalued campaign is a real creator, often someone from a marginalised community, whose voice is being overlooked in favor of inflated metrics and manufactured personas.
When brands reward inauthentic engagement, they not only waste budget—they miss the chance to connect with audiences through creators who bring real stories, cultural insight, and meaningful influence to the table.
As marketers, we have a responsibility to do better. That means investing in transparency, yes—but also in fairness, representation, and care. Because at its best, influencer marketing isn’t just about reach. It’s about connection. And connection only happens when we recognize, respect, and amplify the real people behind the content.
