The Dark Side of Influencer Marketing
Influencer marketing has become a dominant strategy brands use to connect with their target audience due to the social media revolution in marketing. Brands can use their followers to promote goods and services by collaborating with well-known social media influencers. Influencer marketing has enormous potential for helping brands reach new consumers, but it also presents new difficulties. Influencer marketing now has a dark side, thanks to how fraudsters and cybercriminals use social media to take advantage of the market. The risks of influencer marketing, the most common types of fraud, and practical advice for preventing such incidents are all covered in this article.
What is influencer marketing?
Let’s define influencer marketing for a moment before diving into its darker aspects. Influencer marketing is a type of advertising involving collaborating with people with a large following on social media platforms. These individuals, known as influencers, are compensated to market goods and services to their followers. Usually, said influencers can be found on various social media platforms, such as YouTube, Instagram, Tik Tok, and more.
The dark side of influencer marketing
While influencer marketing can effectively reach new audiences, it can also be used for malicious purposes. Cybercriminals and fraudsters have exploited the influencer marketing industry for their gain. Here are some examples of the dark side of influencer marketing:
One of the most common types of influencer fraud is the creation of fake influencers. These social media accounts are designed to look like genuine influencers but are actually controlled by fraudsters. Fake influencers can be used for a variety of purposes, including:
- Scamming followers. Fraudsters may use fake influencers to trick people into buying products or services that don’t exist.
- Boosting follower counts. Fake influencers can artificially inflate follower counts, making it appear that a particular influencer is more popular than they are.
- Selling fake engagement. Some fake influencers may sell likes, comments, and other forms of engagement to genuine influencers who want to boost their own numbers.
Influencer account takeover
Another way in which influencer marketing can be used for malicious purposes is through influencer account takeover. This is when a cybercriminal gains access to an influencer’s social media account and uses it to promote their own products or services. This can be particularly damaging for the influencer, as their reputation can be tarnished if their followers believe they are promoting fraudulent or malicious products.
Influencer marketing agencies and brands that work with influencers often collect large amounts of data, including personal information about the influencers. This data can be targeted by cybercriminals and used for malicious purposes, such as identity theft or financial fraud.
How to protect yourself
Now that we’ve explored some ways in which influencer marketing can be used for malicious purposes let’s look at what you can do to protect yourself.
Be cautious when working with new influencers
If you’re a brand or an influencer looking to partner with someone new, you must do research. Take the time to investigate the person or company you’re considering working with, and be wary of anyone who seems too good to be true. Look for warning signs like a lack of engagement on their social media accounts, a suspiciously high number of followers, or inconsistent branding.
Use two-factor authentication
One way to prevent influencer account takeover is to use two-factor authentication on your social media accounts. This means that in addition to your password, you’ll need to provide a second form of identification (like a code sent to your phone) in order to log in. This can help prevent cybercriminals from gaining access to your accounts.
Protect your data
Influencers and marketing agencies should take steps to protect the data they collect from influencers. This includes using strong passwords and access to data on a need-to-know basis. If you’re an influencer, you must be cautious about the information you share with marketing agencies and brands. Avoid sharing sensitive information like your home address or social security number unless it’s absolutely necessary.
Use a VPN to change your location
If you’re an influencer who frequently travels, using a VPN to change location is a good idea. A VPN (or a virtual private network) can help protect your data when you’re using public Wi-Fi networks, and it can also allow you to bypass geo-restrictions on certain websites. For example, in a country where specific social media platforms are blocked, you can use a VPN to connect to a server in a different country and access the site.
Report suspicious activity
If you notice any suspicious activity on your social media accounts, such as unauthorized logins or posts you didn’t create, immediately report it to the platform’s support team. They can help you regain control of your account and prevent further damage.
Finally, staying informed about the latest threats and trends in the influencer marketing industry is important. Keep an eye out for news articles and blog posts discussing the dark side of influencer marketing, and educate yourself on best practices for staying safe.