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Illusions Behind Influencer Deals

Influencer Marketing Scam No One Talks About

Deceptive deals drain brands

Marked Communications | 12-09-2025

Influencer Marketing Scam No One Talks About

Over the past few years, influencer marketing has emerged as one of the largest methods of promoting brands in India. Right from beauty items to fitness routines, there are quite a few companies approaching social media influencers to engage with their customers on a more intimate level. It looks like a success story all over, brands receive publicity, and influencers earn money. But there’s a back story to this success story. A side that not many people discuss publicly: influencer marketing scams.

Let’s examine this problem up close. It’s not one that you hear daily, but trust us when we tell you that it’s occurring more frequently than you might assume. If you are a brand, a small business, or even a person who keeps up with influencers from time to time, being aware of this will assist you in making wiser decisions.

The Fake Followers Problem: Numbers Can Lie

One of the largest influencer marketing scams is artificial followers. A few influencers purchase followers to create the illusion that they have more followers than they actually do. These artificial followers are usually dormant or programmed by bots but display a high appearance. Brands get impressed when they view large figures and sign contracts.

For instance, a well-known influencer may have 500,000 followers on Instagram, but upon checking their posts, there are a few hundred only who like or comment. What it indicates is that the majority of followers are fake.

A report by a cybersecurity firm put influencer fraud at over $1 billion annually for brands worldwide. In India too, it is not any different. As more people believe in the influencers, the scammers are working out new means to scam the system. Fake followers not only cost the brand money but also taint their reputation. If customers feel they have been tricked, they might lose trust in the brand permanently.

Engagement Pods: Likes That Don't Matter

Another less common scam is the employment of engagement pods. These are cliques where influencers commit to liking, commenting, and sharing other influencers’ content. This gives the impression of high engagement. It’s a closed loop where everyone is complimenting each other’s work, but actual followers aren’t following at all.

Suppose a beauty company partners with an influencer that receives thousands of comments on a product posting.

On paper, it appears as though the influencer’s followers adore the product. In actuality, the comments come from other influencers within the pod.

This type of fake interaction can deceive brands. They might invest money in campaigns that never end up reaching the intended customers. It gradually lowers the credibility of the brand and makes it more difficult to establish reliable partnerships.

Impersonation Scams: When Fraudsters Wear a Mask

Impersonation scams are yet another serious problem that few people discuss. Some scammers pose as famous influencers or their management. They set up fake profiles that appear genuine, with similar profile photos and posts. They contact brands or individuals offering collaborations, sponsorships, or even product deals. They frequently employ sham contracts and documents to seem legitimate.

A chilling instance from Mumbai highlights how a woman lost ₹65,000 after being deceived by a person impersonating Hollywood actor Keanu Reeves on Instagram. The imposter gained her trust by initiating conversations at regular intervals, then induced her to transfer money, claiming that he required assistance to come to India.

This illustrates how emotions and trust can be exploited by scammers, particularly when social media relationships appear intimate.

Content Delivery Scams: Promises That Don't Work Out

Influencers sometimes take a deal, accept funds, and then don’t follow through. They might post subpar content, delay the campaign, or simply not post anything. Some influencers vanish after getting paid, which makes it difficult for brands to pursue legal action. Small businesses are especially vulnerable since they usually lack the means to research influencers thoroughly. Without a signed contract or protection under the law, they end up losing funds and time.

Why Do These Scams Remain Undetected?

These scams go unnoticed because influencer marketing seems appealing from the outside. Influencers share photos from vacations, events, and brand shoots. This gives a feeling as if all is well. In addition, brands don’t usually want to acknowledge they have been duped. It would be damaging to their reputation or reduce the trust of customers. Also, followers typically don’t verify influencers’ followers or engagement, it’s all based on what they perceive.

The absence of regulation in influencer marketing makes it all the more simple for scammers to operate. Given that influencer marketing is a relatively new phenomenon in India, most companies have not yet set up proper strategies or verification processes.

How You Can Protect Yourself

While there are plenty of scams, there is a way to be safe nonetheless. Whether you are a brand or a person working with influencers, these are a few easy steps:

Check Followers Carefully: Don’t judge by numbers only. Consider how followers engage with the posts. If an influencer has thousands of followers but few comments, it may be fake.

Use Verification Tools: There are tools such as HypeAuditor and Social Blade that enable you to view actual follower activity. These tools provide reports so you can make the right decisions.

Ask for Past Work Samples: Real influencers will gladly provide previous collaborations. Verify if they have partnered with brands in the past and observe how their audience responded.

Watch Out for Unrealistic Claims: If an influencer claims millions of views overnight, it’s a warning sign. Trust is built over time, and results require effort.

Make Clear Agreements: Prior to signing any agreement, have proper documents in place. A clear agreement will prevent confusion down the line.

Educate Yourself: Keep yourself informed about influencer schemes and trends. There are quite a number of blogs, reports, and forums that provide tips on how to identify fake influencers.

What's Next? A Call for Transparency

In reality, influencer marketing is here to stay. It will even expand as more individuals turn to social media platforms. But without addressing the scams, it will cause long-term harm to both consumers and brands. What we need is greater awareness and open communication. Brands must come forward and share their experience, good or bad. Influencers must reveal their following and growth strategies. Consumers must ask questions and check before believing blindly.

With proper equipment, skill, and time, we can create a better influencer marketing ecosystem in India. It’s not only about figures and sponsored content, it’s about building genuine relations among brands, influencers, and consumers.

Let's Talk About It

It’s time we put the brakes on these scams. The world of influencer marketing doesn’t have to be all flash and no substance. By being informed, asking questions, and championing transparency, we can flip influencer marketing on its head.

So the next time you notice a post from an influencer, don’t just like it, take a closer look. Is it genuine? Is it substantial? Ask yourself that before diving into partnerships or sending out cash. The influencer ecosystem has the ability to influence trends, purchasing behaviors, and cultures. Let’s ensure that it is based on trust, authenticity, and genuine relationships, not on false schemes no one wants to discuss.