A new study shines the spotlight on influencer fraud—and it’s not pretty. Sway, an anti-fraud company, dug up some startling stats on Instagram: over 50% of engagements on each day’s #sponsored or #ad posts are fake, over 15% of influencers who agree to promote a product never follow through, and almost all posts have their engagement boosted by “pods.” An Instagram pod consists of “up to 30 Instagrammers that work with each other to comment and like each other’s posts”—artificially amplifying The Influencer Effect. The FTC has cracked down on other aspects of influencer fraud, but bots and pods are flying under their radar—for now. (Digiday)
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