Not all engagement is created equal.
In the world of influencer marketing, high likes and follower counts can look impressive—but they don’t always tell the full story. Brands are increasingly waking up to a hard truth: not every influencer with “reach” actually drives real impact.
Fake followers, engagement pods, and bots have made it harder than ever to tell who’s genuinely connecting with their audience and who’s gaming the system.
That’s why checking for real engagement is no longer optional—it’s essential.
The Fake Follower Problem in India
India is one of the largest and fastest-growing markets for influencer marketing—but it also ranks among the top countries for fake followers. With social validation driving creator growth, many influencers resort to buying followers or joining engagement pods to artificially inflate their numbers. The result? Brands end up investing in campaigns that look good on paper but fail to deliver any real traction.
This issue becomes especially risky in performance-driven campaigns where every impression and click counts. Fake followers don’t buy products, don’t engage meaningfully, and certainly don’t convert. Without a proper vetting process, your influencer budget could be going straight into empty reach.
That’s why identifying genuine engagement is crucial—not just to protect your spend, but to build partnerships that actually move the needle.
How to Spot Fake Engagement Manually
While influencer marketing tools can help flag suspicious activity, there’s a lot you can catch with a trained eye—and a little digging. Here are some manual checks to help you identify fake engagement:
1. Check the Comments Section
Authentic engagement shows up in the comments. Look for:
- Generic or repetitive comments like “Nice pic” or “🔥🔥🔥” from random accounts
- Comments that don’t relate to the post content at all
- Sudden spikes in comment volume, especially from accounts with no profile pictures or private profiles
Genuine followers leave thoughtful responses, ask questions, or tag friends.
2. Analyze the Follower List
Scroll through the influencer’s followers. Red flags include:
- A high number of followers with no posts, no profile pictures, or usernames that look like random strings (e.g., “user_983742”)
- Followers from completely unrelated countries or regions (e.g., lots of followers from Brazil for an India-based creator)
- A huge mismatch between follower count and average engagement
3. Look at Engagement Consistency
Does their engagement match their audience size?
- If someone has 100K followers but only gets 500 likes and 5 comments, something’s off
- On the flip side, if their posts suddenly go viral too often, it could be bought engagement
Look for a healthy and consistent like/comment ratio across multiple posts.
4. Cross-Check Their Content History
Scroll through their content over time:
- Are they posting consistently in the same niche?
- Has their following grown steadily or suddenly spiked?
- Do they collaborate with credible brands?
Sudden growth spurts or erratic posting behavior can signal inorganic tactics.