Fake followers are automated bots that control social media accounts. These bots are operated by services that social media users can pay for to boost their follower count. People may use these services to attract brands to work with them or increase their prices for promotion. It's up to the brand or marketer to make sure they work with influencers with authentic followers and budget accordingly. A good way to spot fake followers are through engagement rates, an account with a large number of followers but very little engagement is likely to have a lot of fake followers. If not careful, you could be paying to reach thousands of fake accounts. Another way social media users boost their follower count is through engagement pods.