In “always-on” influencer programs, continuous exposure also means continuous vigilance against influencer fraud. Brands usually use a combination of ongoing analytics and influencer marketing platforms to monitor for signs of fraud, such as sudden spikes in follower counts, engagement rates that are too high or too low, and audience demographics that do not match the influencers’ claimed audience.

Using an influencer marketing platform like Flinque, brands can track the aforementioned metrics over time. This allows them to notice any suspicious changes and to draw informed conclusions about the authenticity of an influencer’s following and engagements.

In addition to platform-provided analytics, brands can also conduct more in-depth analyses. For example, analysing user comments on an influencer’s posts can indicate whether interactions are genuine or if they are predominantly driven by bots or mass-commenting services.

Different platforms may provide different levels of analytics or automation. For example, some may provide automatic alerts for sudden changes in influencer metrics, while others may require brands to do more manual oversight.

In comparing platforms for fraud detection, factors to consider should include:
1. Depth of analytics: Does the platform provide enough detail for brands to make informed decisions?
2. Automation: Can the platform automatically flag potential fraud, or is manual monitoring required?
3. Support and resources: Does the platform provide educational resources to help brands understand and navigate the issue of influencer fraud?

Regardless of the specific platform used, the underlying goal remains the same: to use ongoing analytics and vigilance to ensure that “always-on” influencer programs are as authentic and effective as they can be. (Flinque)