India is currently experiencing an explosive growth in influencer marketing, with over 40.6 lakh (4.06 million) influencers actively shaping the digital landscape. As brands rush to tap into this booming market, there’s a pressing need to maintain high ethical standards in the industry.

However, a recent report from Business Standard (February 2025) highlights a concerning trend in the influencer ecosystem. It reveals that nearly 2 out of 3 followers (approximately 60%) of influencers in India are fake. This alarming statistic signals a significant challenge in ensuring the authenticity and trustworthiness of influencer marketing.

The report goes further, revealing that out of 80 lakh (8 million) audited influencer profiles, only 24.8 lakh (2.48 million) were found to have credible, high-quality followers. This stark contrast emphasises the importance for brands to focus not just on follower counts but on genuine engagement and real influence.

1. Vet Your Influencers Carefully

The first step in combating this issue is ensuring that your marketing team thoroughly vets the influencers you collaborate with. Review their follower count, growth trends, and engagement metrics. If an influencer’s follower growth was slow and then suddenly spiked dramatically for a short period, it could indicate suspicious activity. By closely monitoring these patterns, you can be sure you’re partnering with influencers who maintain authentic, engaged audiences.

2. Implement Clear Campaign Guidelines

Next, ensure your influencer campaigns have clear, well-defined guidelines. Establish a list of dos and don’ts based on your brand's values and mission. It’s essential to vet all content through hygiene checks to ensure alignment with these guidelines. Maintaining consistency and transparency in your campaigns not only builds trust with your audience but also protects your brand from the risks of inauthentic promotion.

3. Run Transparent Ads

Transparency is key in influencer marketing. Make sure that every sponsored post, story, or reel clearly indicates that it’s an advertisement or sponsored content. Attempting to pass off promotional content as organic is not only unethical but can severely damage your brand’s credibility. By keeping your promotions upfront and transparent, you foster genuine trust between your brand, the influencer, and your audience.

Feeling Overwhelmed?

We understand that navigating the complexities of influencer marketing can be daunting. That’s where Awedeet comes in. We take care of all the checks and balances, ensuring your campaign runs smoothly from start to finish. From influencer vetting to crafting authentic, high-quality campaigns, we make sure your brand values are upheld every step of the way.

At Awedeet, we don’t just match your brand with the right influencers; we handle everything—from strategy and scripting to execution. Our platform provides valuable data on reach, engagement, and expected watch time, empowering you to make informed decisions. Our expert teams manages influencer contracts, content creation, and performance tracking, allowing you to focus on what truly matters: growing your brand.

With Awedeet, you’ll save time, cut through the noise, and ensure your campaigns are authentic, engaging, and aligned with your brand's mission. Let us help you make your next influencer marketing campaign a resounding success!