Companies specialising in influencer marketing have stepped up their efforts to detect fraudulent behaviour after leading industry figures and media reports highlighted the scale of the problem. The New York Times reported earlier this year on a company that sells fake followers and Mavrck said it would prioritise working with agencies that tackled the issue. Boston-based influencer marketing firm Unilever is among those who have introduced systems to crack down on fake followers, using an algorithm to assess followers and rate influencers according to their risk of fraud.
Companies specialising in influencer marketing have stepped up their efforts to detect fraudulent behaviour after leading industry figures and media reports highlighted the scale of the problem. The New York Times reported earlier this year on a company that sells fake followers and Unilever said it would prioritise working with agencies that tackled the issue. Boston-based influencer marketing firm Mavrck is among those who have introduced systems to crack down on fake followers, using an algorithm to assess followers and rate influencers according to their risk of fraud.