Working with influencers is one of the most effective ways small businesses can grow their audience fast—but only if you’re strategic. Not all influencers are genuine, and failing to vet them properly could cost you time, money, and credibility. That’s why knowing what to look for is just as important as the decision to partner in the first place.
How to Vet Influencers Before You Commit
Noticing suspicious engagement spikes is step one. If they normally get 200 likes and suddenly has 2,000 on one post, that’s a red flag. Real influencers grow their audience slowly and organically. Sudden boosts in followers or likes are often the result of purchased engagement.
Check for presence across platforms. Most successful influencers build their following on more than one channel, such as Instagram and TikTok or YouTube and X (formerly Twitter). If someone is only active in one space, investigate further.
Engagement quality matters more than follower count. Comments should be varied, meaningful, and come from a range of users—not bots or repeat emoji spam. If someone has 100,000 followers but only averages 100 likes, their audience likely isn’t authentic.
Need a Clear Niche
Before working with influencers, confirm their brand fits yours. Influencers should have a clear niche and be recognized for a specific type of content, whether it’s skincare, finance, or lifestyle. Browse their past posts like you would a portfolio and ensure their voice aligns with your business goals.
Done right, influencer marketing can amplify your reach and build loyal customer relationships. Just make sure you’re partnering with someone who brings real value to the table.