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The social media influencer market continues to grow, in fact, it’s now over a $21 billion industry. Aspiring influencers need to beware of phony companies that promise bogus perks in exchange for posting product pictures. Instead of gaining followers and products, these “brand ambassadors” just end up losing money.
How the scam works
A “company” contacts you through your Instagram, TikTok, or other social media account. The company representative wants to know if you would be interested in becoming a “brand ambassador.” It sounds like a great gig and an easy way to receive a favorite product at a discount or even for free. All you need to do is post photos of yourself using the product. In exchange, the company will give you a commission, send free products, and provide exposure for your social accounts.
However, there’s a catch! According to BBB Scam Tracker, several victims reported first having to buy items, anything from sunglasses to jewelry to cosmetics. According to reports, the items cost from $50 or more and arrived broken or in some other unuseable state. Other times, the scammer charged victims upfront for a “background check.”
No matter how the scam works, the outcome was the same. Victims paid upfront and the promise of being paid a commission or exposure never materialized.
One consumer reported this experience to BBB Scam Tracker, "They contacted me as an influencer to work with the brand. They had a whole email/pdf showing the collab details and gifting $500 for their website to promote their pieces. I fell for it, opened the pdf, and paid shipping for items never received and am now worried they are going to hack me or my identify, etc."
This Instagram user told BBB about their experience falling for an influencer con: "[The scammer] reached out to me on Instagram about being a brand ambassador. I had to buy clothes, and they gave me a 50% off discount. I used the discount not thinking of it being a scam... They shipped my item, but never sent a tracking number. Then, I knew it was a scam. They have no phone number and no other contact info besides Instagram and email."
How to spot an influencer scam:
- Ask questions: Targets of influencer cons told BBB Scam Tracker that when they asked for details, the scammer got evasive and stopped responding. Don’t hesitate to push back if something seems off.
- Be very cautious of any job that asks you to hand over money. Scammers will often use the guise of running a credit check, setting up direct deposit or paying for training.
- If an offer looks suspicious, do a search. If something is a scam, victims are likely to have posted about it online. Also, the business's website and/or social media should mention the partnership – if it’s real.
- Know the signs of fake social media accounts: Make sure the business or charity contacting you is real. This article has detailed information about how to spot a phony Instagram account.
- Learn how to spot a job scams: This social media ambassador con uses many of the same techniques as a job scam. Read more about them at BBB.org/EmploymentScam.
For more information
Stay one step ahead of scammers by subscribing to BBB's Scam Alert emails. Learn more about how scammers pose as charities to trick social media influencers, and read this BBB tip for influencers.
If you’ve been the victim of a social media scam, help others avoid falling victim by reporting what happened on the BBB Scam Tracker.