Brands typically follow a number of steps when auditing influencer authenticity to avoid fake followers or engagement:

1. Examine Follower-To-Following ratio: An influencer with a high following-to-followed ratio often indicates genuine engagement.

2. Check Follower Growth: A steady, gradual increase in followers is a good sign. A sudden spike might indicate bought followers.

3. Evaluate Engagement Rates: The average engagement rate for an influencer differs by platform, if the rate is excessively high or low, it may be a red flag.

4. Audience Demographics: Cross-verify if the influencer’s follower demographics match with the brand’s target audience.

5. Evaluate Content Quality: Authentic influencers post high-quality content that resonizes with their followers, inspiring real interaction.

6. Previous Brand Collaborations: Check past partnerships or sponsored content for signs of authenticity.

Platforms like Flinque provide advanced audience analytics that can help brands assess an influencer’s authenticity. Similarly, platforms like HypeAuditor and Socialbakers also offer authenticity checks. Which one to choose will depend on a brand’s specific needs, budget, and preferences.

Remember, no tool is 100% foolproof against fake engagement. It’s crucial to combine these measurements with a manual review to ensure authenticity. By focusing on these areas, brands can minimize the risk of partnering with influencers with fake followers or engagements.