Fraudsters are using increasingly sophisticated tactics to exploit content creators as influencer marketing continues to evolve into a multi-billion pound industry. In response to a growing number of scam cases in 2025, digital marketing expert Mark Baldwin, founder of Baldwin Digital, issues a warning to influencers, highlighting six common and complex scams that are targeting creators across platforms.
In 2025, influencers face an array of increasingly complex threats, ranging from fake collaboration offers to AI-driven impersonation. Baldwin, a seasoned professional with over a decade of experience in digital marketing, has identified six major scams that influencers must be vigilant about.
According to Mark Baldwin, founder of Baldwin Digital, a leading web design and digital marketing agency, these scams are tailored to imitate legitimate collaboration practices, making them harder to detect. “We’re seeing a concerning rise in targeted scams designed specifically for influencers,” says Mark. “These scams are becoming harder to spot as they’re tailored to mimic legitimate business practices in the influencer world.”
Common scams affecting influencers in 2025
Mark Baldwin draws from over ten years of experience in the digital marketing sector to identify the most dangerous scams in 2025:
1. Advanced payment reversal scams
Scammers pose as reputable brands and offer attractive sponsored content deals. Once an influencer accepts the offer, the scammers send an initial payment, usually through platforms like PayPal. They then claim an ‘administrative error’ and ask for a partial refund. After receiving the refund, they dispute the original transaction, reversing the full payment and keeping the refund.
Baldwin advises: “Always verify brand partnerships through official channels. Legitimate companies rarely make payment errors, and when they do, they have proper accounting processes to resolve them without requesting direct refunds from influencers.”
2. Fake verification services
Scammers take advantage of the increasing demand for verified accounts by offering fake verification services. They create websites that closely resemble official platforms and request login credentials under the guise of beginning a verification process.
“No platform sells verification directly,” Baldwin explains. “Verification is granted based on specific criteria like notability and authenticity. Anyone offering guaranteed verification for payment is almost certainly running a scam designed to steal your account credentials.”
3. Follower farm entrapment
Influencers are approached with offers to join ‘engagement groups’ that claim to increase reach and visibility. In reality, these groups link influencer accounts with bot networks. Once the connection is made, scammers demand payment in exchange for removing the fake activity and threaten to report the influencer for violating platform terms.
“Legitimate engagement groups focus on real interaction between actual creators,” says Baldwin. “If someone approaches you with promises of dramatic follower or engagement increases, be extremely cautious. Once your account is linked to bot networks, your reputation and standing with platforms can be severely damaged.”
4. AI voice and image impersonation
With the advancement of AI technologies, scammers now generate deepfakes to impersonate influencers. They use fake voice and image content to request funds or sensitive information from brands or fans while posing as the influencer.
Baldwin recommends influencers take steps to prevent impersonation: “Establish verification protocols with your business partners and management team. This might include video calls with specific verification phrases or other authentication methods that can’t be easily replicated by AI.”
5. Contract exploitation
Fraudsters send influencers professionally formatted collaboration contracts containing hidden clauses that grant the scammer usage rights over the influencer’s content, likeness, or even account access. Often, these documents include vague language that allows misuse.
“Always have contracts reviewed by a legal professional familiar with digital content rights,” Baldwin warns. “The investment in proper legal review is minimal compared to the potential damage of signing away your rights or access to your platforms.”
6. Data mining collaboration apps
Some apps claiming to connect influencers with brands are actually designed to collect user data. These platforms request excessive permissions to “analyse audience demographics” but are in fact used to harvest content, personal data, and follower information, which is then sold to third parties.
“Research any new platform thoroughly before granting it access to your accounts,” advises Baldwin. “Check reviews from other established creators and verify the company’s legitimacy through their business registration and privacy policy.”
Mark’s advice on preventing influencer scams
To protect themselves, Baldwin recommends that influencers treat all business partnerships with professional caution. He suggests the following best practices:
- Verify brand deals through official email addresses and company websites
- Document all collaborations with clear deliverables and payment terms
- Use secure payment systems, such as escrow services for high-value transactions
- Establish internal verification systems to confirm identities and avoid impersonation
- Enable two-factor authentication and use strong, unique passwords
- Monitor analytics regularly for unusual activity that could suggest bot influence
Mark Baldwin emphasises the need for vigilance in the influencer space:
“What makes these scams particularly dangerous is how they exploit the unique business model of influencer marketing. Unlike traditional employment, influencers often work with numerous new partners simultaneously, making it difficult to thoroughly vet each opportunity. The informal nature of many collaborations also creates vulnerabilities that scammers are quick to exploit.
“The most important protection is a healthy scepticism. If a deal seems unusually generous or a process uncommonly urgent, take that as a warning sign. Legitimate brands understand the need for proper vetting and contractual protection. As influencer marketing matures as an industry, we need to establish stronger standards for verification and business practices that can help protect creators from these increasingly sophisticated scams.”
About Baldwin Digital
Baldwin Digital is a full-service web design and digital marketing agency offering solutions in web design, search engine optimisation (SEO), Google Ads management, social media management, SEO copywriting, web hosting, and logo design. Founded by Mark Baldwin, the agency focuses on helping clients build a robust digital presence and execute effective multi-platform marketing strategies.
For more information and updates from Baldwin Digital, visit: https://www.baldwindigital.ie
Himani Verma is a seasoned content writer and SEO expert, with experience in digital media. She has held various senior writing positions at enterprises like CloudTDMS (Synthetic Data Factory), Barrownz Group, and ATZA. Himani has also been Editorial Writer at Hindustan Time, a leading Indian English language news platform. She excels in content creation, proofreading, and editing, ensuring that every piece is polished and impactful. Her expertise in crafting SEO-friendly content for multiple verticals of businesses, including technology, healthcare, finance, sports, innovation, and more.
