Influencer Red Flags Every Manager Should Watch Out For

Just like the red flags (that we initially see as yellow or pink) when it comes to dating, the same thing applies in the influencer world. As influencer managers, we often learn to really hone in on what we are and AREN’T looking for. Here are three red flags or “deal breakers” to look out for when vetting influencers:

Red flag #1: Misalignment with the Brand’s Values/Content

Just like dating, as time goes on, you learn more and more about what your partner likes or doesn’t. Naturally, this happens over time. 

With each campaign, each revision, and each round of feedback, you learn more about what your client wants and expects. Therefore, it's best not to put anyone in front of your client knowing their page doesn’t feel aligned with the brand. There should be a similar look and feel, or better yet, “similar values” if you were to compare both the brand’s pages with theirs. Anyone that feels too far from that won’t even be considered for the next round on the checklist.

Red flag #2: Competitor Partnerships

When combing through influencer posts, it’s easy to spot when they’re using a competitor’s hashtag or collaborating with a rival brand. We usually make a mental note. In some industries, there are only so many players in the space, but if someone appears overly loyal to a direct competitor, it’s a red flag. Sometimes we’ll still share them internally to get the team’s take, and 99% of the time the conclusion is the same: “great creator, but not the right fit right now.”

And let’s be honest. If someone has worked with every brand under the sun, it starts to feel like there’s no real brand affinity. It’s the same as trusting a friend’s restaurant recommendation. You believe the one who’s honest enough to say, “this spot wasn’t that great,” over the one who raves about everything. Influencers who say yes to every paycheck don’t always come across as authentic. That said, if we’re casting a creator to make content for the brand’s page instead of serving as a full brand ambassador, there’s more wiggle room. It’s all about context.

Red flag #3: Fake Followers & Fake Engagement

Thankfully, most influencer platforms now help flag questionable audiences and engagement. We’ve been able to weed out a lot of second-guessing by comparing follower count with real, meaningful interaction. If someone has 100K followers but barely any likes or comments, it begs the question: are the followers real?

Working with someone who paid for their following is a major red flag. What we’re really looking for is a strong, engaged community, not just inflated numbers. We want creators who attract the right people and know how to keep them watching. Because that’s where the value is—in content that not only lands, but sticks.

At the end of the day, the parallels between dating and influencer vetting are uncanny. You want someone whose values align with yours, who’s authentic in how they show up, and who isn’t trying to be everything to everyone. Because if they’re talking to everyone, they might not actually know what (or who) they want. 😉