Vanity metrics have fooled us all at some point. You scroll through a creator’s profile, see thousands of likes, a sea of comments, maybe even 100k followers, and think, “Perfect. This is the one.” But then your campaign tanks. Zero traction, no conversions, and that eerie silence you weren’t expecting. So what happened? Fake engagement happened.

In this new era of influencer marketing, the ability to spot fake engagement and choose real creators isn't just nice to have it’s critical. And if you’re investing time and budget into creator marketing, you deserve real results, not empty impressions.

Why fake engagement exists (and how it got this bad)

Here’s the thing: social media rewards visibility. Creators want to grow, get noticed, and attract brand deals. But not everyone wants to put in the time it takes to build genuine community. So they cut corners. Buying followers. Paying for engagement pods. Using bots. Whatever it takes to look like they have influence even if nobody’s really listening.

It’s easy to see why this works at least on the surface. To an untrained eye, high numbers signal success. But behind those inflated stats often lies a disengaged (or entirely fake) audience. And when brands pay for reach that doesn’t actually reach anyone, well, you already know how that story ends.

The problem with just looking at numbers

Let’s stop assuming high numbers equal high influence. They don’t. Not anymore. Engagement rates can be faked. Follower counts can be bought. Comments can be generated by bots or exchanged in pods. It’s all noise. What you want is actual connection. Real creators with real communities. People whose audience pays attention, interacts, and actually takes action.

So how do you separate the real from the fake? It’s not about fancy tools (though we’ll talk about them), and it’s definitely not about guessing. It’s about knowing what signs to look for, and taking the time to look beyond the surface.

How to spot fake engagement

Let’s take this one step at a time. First, forget follower count. It’s not your North Star. Instead, ask: Are people really engaging with this person’s content? And more importantly, does that engagement feel real?

Here’s where you start noticing things. Look at their comment section. Are people leaving thoughtful replies, or are the comments full of generic stuff like “🔥🔥” or “Nice pic!”? Real fans ask questions, tag friends, and reference things specific to the post. Fake fans leave fluff.

Next, check consistency. Do they suddenly have a viral video with 50,000 likes when their other posts average 200? That could be genuine virality or it could be paid engagement. Same goes for followers. Did they gain 20k followers overnight? Suspicious. Real growth is usually steady.

And watch out for mismatched ratios. A creator with 100k followers but only 100 views on their Stories or Reels? Something’s off. Because if people aren’t watching or interacting, those followers are probably ghosts.

You’ll also want to click through to their followers (yes, actually do it). If you see a bunch of inactive or obviously fake profiles accounts with no profile pictures, weird usernames, or no posts at all that’s a red flag.

What real creators look like

Now that you know what fake looks like, let’s talk about the real ones. Real creators don’t always have huge numbers and that’s okay. What they have is trust. Their community listens when they speak. Their audience shows up, asks questions, sends DMs, and most importantly acts on their recommendations.

You’ll often find that micro or nano creators (people with smaller followings) actually drive better results than bigger accounts. Why? Because their connection with their audience is tighter. They know their followers. They respond to comments. They feel like friends, not celebrities.

A real creator also has alignment with your brand. They’re not just promoting everything under the sun. They have a clear niche, a clear voice, and a track record of content that feels authentic not overly sponsored or off-brand.

And when they do promote something? Their audience listens because that trust is already built.

How to choose real creators that move the needle

Now let’s bring this all together. Choosing real creators starts with being intentional. Don’t just look at surface stats. Look at the person. Look at their content. Look at their audience.

Do their values align with your brand? Do they have proof of past performance? Can they show you screenshots of DMs, Story views, or conversions from previous campaigns? Ask for it. A real creator won’t hesitate.

And here’s something many brands forget: have a conversation. Jump on a quick call or voice note. Talk about your goals. See how they think. Real creators bring ideas, not just numbers. They want your campaign to succeed just as much as you do.

Remember, the creator you choose isn’t just a billboard they’re a partner. And the right partner can change everything.

Final thoughts: Don’t let fake engagement drain your marketing budget

Fake engagement isn’t just a minor hiccup it’s a major threat to your ROI. If you’re spending money on creators who look good but don’t actually deliver, you’re wasting your time and budget.

But if you know how to spot fake engagement and choose real creators, you’re already ahead of 90% of marketers out there. You’re choosing substance over style. Connection over clout. And most importantly, results over vanity.

Real creators move culture. Real creators move people. And when you find the right one for your brand, you’ll know it’ll feel like magic, but it’s actually strategy.