Being an “influencer” has become a lucrative career choice among youth today. The feeling of creating content, sharing it on social media platforms, generating huge followings, and getting brand deals looks like a dream job. While also getting paid to do all these, is the icing on the cake.

In 2019, the Harris Poll along with Lego conducted a survey globally which revealed that children (eight to 12 years old) were three times more interested in choosing ‘YouTuber’ (29 per cent) as a career option than astronauts (11 per cent).

The rise of ‘social media influencer’ as a popular career choice is linked to the creative fun of making content, the access to newly launched products, the monetary rewards, and the fame that comes with it.

Race for ‘likes’

However, in this age of social media, we are stuck in a never-ending race for likes, views, followers and subscribers. To achieve that social validation, a concerning number of wannabe-influencers are turning towards use of dishonest tactics.

In a simple Google search, we can find many such vendors who are offering “100 per cent real Instagram followers”, often available at a very cheap price. India is one of the largest suppliers and buyers of fake followers.

In 2023, influencer marketing platform KlugKlug reported a shocking figure — nearly two out of three (58.5 per cent) Instagram profiles in India were found to have fake or spurious followers.

Such trends are deeply damaging. Brands often rely on parameters such as ‘follower counts’ and ‘engagement rates’ to choose which influencer they want to collaborate with. When influencers fraudulently inflate such metrics, brands end up paying for reach and impact, which does not really exist. Not only this, authentic creators have to compete with such artificially inflated peers.

Yet, fake influencers often get away without facing any real consequences. Many social media platforms have developed mechanisms to detect bots, but these tools are not enforced consistently while also being largely ineffective. The ongoing trend on these platforms to buy verification badges for a minimal charge has made things worse — suddenly, anyone with a credit card can look credible.

Cultural issue

This battle against fake influence cannot be won by platforms alone. It demands a collective effort because this is not just a technological or industry issue — this is a cultural one. As long as we continue to reward inflated numbers, influencers will have the incentive to fake them.

From the regulatory lens, we need clear guidelines to directly tackle this digital deception. Just as there are rules against false claims in traditional advertising, there should be stronger consequences for influencers who misrepresent their influence online.

The writers are with the Indian Institute of Foreign Trade, New Delhi

Published on June 27, 2025