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Fake Followers in Influencer Marketing Will Cost Brands $1.3 Billion This Year, Report Says

Social platforms are making changes that might affect how fraudsters operate. For example, Instagram said last week it is expanding its test to hide “likes” in more markets.

Bob Gilbreath, general manager of influencer and social media marketing firm Ahalogy (a Quotient brand), said that type of move could create less pressure to engage in fraud because some brands currently only pay influencers if they receive a certain number of likes.

“The more we can clean it up and move away from anybody gaming the system, even if it makes our jobs harder, it will be better” for the industry, Gilbreath said.