Engagement rate is a vanity metric. Analyze the ratio of comments to likes: if a creator has thousands of likes but only generic comments, you are looking at a bot-boosted profile. Authentic audiences ask questions and share stories.
Check the growth curve. Natural growth is a steady climb. Sharp vertical jumps followed by a plateau indicate purchased followers. These accounts fail to deliver conversions because their "audience" does not exist.
Review ad integrations. If regular content is great but ads look like generic commercials, the audience will scroll past. Look for creators who weave products into their lifestyle.
Verify demographics. Ask for raw data on geography and age. A blogger might have followers in a different country, making your local campaign ineffective.
True influence is measured by trust. Prioritize accounts with active community management over those with millions of silent followers.
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How to spot fake engagement before signing an influencer contract
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