Brand Safety and Influencer Marketing Overview

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Influencer marketing is already a huge marketing channel, but it’s estimated that fraud eats up 15% of influencer ad spend. Costing the industry USD $1.3 billion annually, over 684 million fake accounts have been removed from Facebook, Twitter, Instagram and Linkedln since 2014.

In APAC, there are approximately 58 million fake users with India and Indonesia making up the largest pieces of the pie. Up from 30% in 2019, 34% of marketers now perceive brand safety as an on-going influencer marketing concern.

This report from INCA looks at brand safety challenges and consumer data in influencer marketing.

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Tom Simpson

Tom Simpson is an investor, advisor, and writer working across AI, markets, media, and culture — tracking where value and attention are moving. He is the founder of AK3R, working selectively with founders, investors, and companies on strategy, while investing in and building businesses in digital markets. He writes the Hyperfuture Memo on Substack, on how AI is reshaping markets, media, and culture. He is also the founder and editor of Digital in Asia, an independent publication covering Asia's digital markets since 2013. He splits time between Vietnam, Singapore, and the UK.

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