As the calamitous inferno that was Fyre Festival demonstrates, influencers can fall victim to fraud just like anybody else (and sometimes even unwillingly help the scammers!). Influencer scams come in many shapes and sizes, with some that are easy to spot and others that are much more elaborate. The reality is that to become a successful influencer, you’ll need to be able to decipher which offers in your inbox are legit and which aren’t—here’s how.
The quickest way to find out if an influencer offer is above-board is to research the company. Does it have a website? Has it worked with other influencers whose work you can see? Often, a simple Google search will tell you all you need to know. If it’s difficult to find, or the pages that do show up don’t feel right, then it’s best to play it safe.
On most social media sites, you can also check if the account messaging you is legitimate by seeing if they are verified. For example, if someone is contacting you about a Nike sponsorship from their personal, unverified account, then something is probably amiss. If they are messaging you from Nike’s verified username, then you can feel more comfortable.
One site where this is trickier is X (formerly Twitter). Since you can easily buy verification on the app, that blue check doesn’t mean as much.
What Is a Social Media Influencer? Your Guide to Digital TrendsettersSigns of an influencer scam
With many content creator jobs, especially if you’re just starting your influencer journey, you likely won’t have a large team around you to sift through brand offers. Until you hit it big time, that task will fall on your shoulders. Here are some red flags to keep an eye out for when looking for a scam:
- Upfront costs: A general rule when dealing with brand partnerships is to never, ever send the brand money. Take the Charleston influencer scam for example, in which social media stars paid sign-on fees to work with a shell company. Had they read this article, they would know that the whole point of working with a brand is that it pays you.
- Too-good-to-be-true offers: If you have 1,000 followers and someone’s offering you $5,000 to post a story—pause. While microinfluencers are valuable, unrealistic compensation is often bait. Many influencers have to pitch to brands, so why would this account be offering you a large sum of money?
- Bad writing: This seems basic, but bad grammar, spelling, or syntax is a quick way to discredit an offer. A real brand will be clear and concise. If the offer is vague or filled with typos, steer clear.
- Requests for personal/financial information: Personal and financial information is extremely valuable, so protect it. If an account is asking for details that don’t seem necessary or feel like a roundabout way to pay you, that’s a red flag. Pro tip: If “gift cards” are mentioned, scram.
- Pressure to act quickly: If the person messaging you starts sounding like a cheesy infomercial (“Act now!” “Limited spots available!” “This deal won’t last!”), that’s a bad sign. A legitimate brand won’t force you to sign up within hours or days.
The unfortunate reality is that influencer scams abound. The good thing is, scammers use some common techniques that will allow you to quickly identify them. If an account sends you an offer that looks something like the following examples, be wary.
Fake brand ambassador programs: A common scam is for “companies” to message influencers with an ambassador offer; all the influencer has to do is buy their products at a discount. Often, you’ll never hear from the brand again and be left with a low-quality product (if it even comes at all).
Verification or sponsorship phishing messages: Phish isn’t just a jam band—it’s a way to get valuable information out of you. You receive an email claiming Instagram wants to verify your account, or that a big brand is offering you a sponsorship. You’re asked to click a link to log in, confirm your identity, and share sensitive info.
Typically, that link is a phishing scam designed to steal your login credentials and take over your account.
Fake agencies or talent scouts: Scammers might impersonate talent agencies and pitch themselves as a “network” that will get you sponsorship deals… for a fee. They may even use fake testimonials and websites to appear legit.
The catch? You have to pay upfront for registration, courses, or “account optimization.” After you pay, the communication stops, or you’re pushed to shell over even more.
Cash-for-likes: Also called cash for followers, cash for increased exposure, and so on, this scam entails someone offering you a spot in a “huge influencer giveaway” that promises to grow your followers by thousands. But they ask for money upfront.
Best-case scenario, you end up with a bunch of bots following you (which, ultimately, is not actually valuable). More likely, they ghost you and you get nothing.
If you think you’ve been contacted by a scammer, the good news is you’ve realized what’s going on before it’s too late. Next, you’ll want to make sure your account remains secure and the scammer is prevented from duping anyone else.
1. Stop communication immediately.
If you’re talking with someone you believe to be a scammer, the first step is to stop talking. Don’t click any more links. Don’t send money or give personal information. Block the account.
2. Change your passwords.
Depending on how far your interaction with the scammer has gone, you may want to change your passwords. If you clicked a suspicious link or entered login info, change your login info right away, enable two-factor authentication on all your accounts, and monitor your email and social accounts for unusual activity.
3. Report the scam.
You’ve protected yourself from getting scammed, and now it’s time to make sure others don’t fall prey to the scammer either. First and foremost, you should report the scam. Most social media platforms have an easy-to-locate report option, or you can even contact the FTC and report the fraudster there.
4. Warn your community.
This step is especially important if the scammer is trying to impersonate you on different platforms. Make a post or story explaining what happened. Your transparency helps others stay safe and, as an added bonus, positions you as a responsible creator.
If you fall prey to a scammer, don’t beat yourself up—it happens. All you can do is learn from it and become a smarter and more aware influencer.
