Brands conduct background checks on influencers before hiring

Brands are increasingly conducting thorough background checks on influencers before entering into partnerships. This process involves external forensic investigations to ensure that influencers do not have any damaging content that could impact the brand's image. Agencies examine social media profiles, employment history, financial records, and even possible criminal records. Tarun Bhatia from Kroll highlights the importance of aligning influencers' images with the brands they represent. If any negative content is found, clients are alerted quickly. These checks help brands avoid controversies. For example, the fast-food chain Wow! Momo Foods cancelled a potential deal after discovering negative comments related to an influencer. Their marketing chief, L Muralikrishnan, emphasized the need for a rigorous verification process to choose the right influencers. Brands also use detailed sentiment analysis and influencer intelligence platforms to assess engagement authenticity. Shankar Prasad of beauty brand Plum Goodness notes that this analysis involves checking if influencers' follower counts are legitimate and relevant to campaign goals. Consulting firms conducting these checks ensure that influencers have a positive reputation and avoid any past associations that could harm the brand. The cost for these investigations ranges from 100,000 to 1,000,000 rupees, depending on how in-depth the analysis is. Despite the costs, many companies see these checks as necessary investments in their brand's reputation. Regulators are becoming stricter, leading firms to implement additional checks. Although influencers are often not informed about these background checks, some do share proof of identity and tax filings with companies as part of the onboarding process.