India’s influencer economy, valued at ₹3,600 crore in 2024, is facing a crisis with inflated follower counts and ghost engagement. Brands risk financial loss by focusing on vanity metrics like likes and followers instead of genuine business outcomes. Over 83% of marketers struggle with influencer discovery, falling prey to fake influencers who use bots and engagement pods to distort metrics. As consumer trust wanes, AI tools like Modash and HypeAuditor are emerging as crucial assets in identifying fraud, with features to detect bot activity, geo-data mismatches, and suspicious engagement ratios. The industry is shifting from mass reach to credibility, with 39% of marketers prioritizing engagement rates. To optimize influencer campaigns, brands should employ AI-driven platforms, demand detailed audience insights, watch for engagement anomalies, and focus on authentic creators over mere follower counts. The future of influencer marketing hinges on building trust and authentic connections, setting the stage for sustainable success in 2025 and beyond.
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