Being a so-called influencer is the dream job of the moment for a lot of young people. Getting a wealth of free products, or even bare cash, in exchange for an Instagram post is enticing, and the advertising industry seems to have discovered a new, effective form of approaching target groups.
However, accusations started appearing that the followers of many influencers are, in fact, fake. Could these accusations be true? There has never been a systematic study on the subject – nobody, neither in or outside of Switzerland, has ever tried to thoroughly quantify the fake follower problem on Instagram.
So that’s what we at SRF Data did. We trained a machine learning model to automatically classify 7 million Instagram accounts regarding their “fakeness”. By doing so, we found out that roughly a third of these accounts, following 115 Swiss influencers, are indeed fake.
Some influencers had more than 50% fake followers, which raises questions about the integrity and authenticity of these follower bases. Consequently, the publication caused quite a stir in the Influencer economy.