Before you spend a rupee on a campaign, see how real a creator's audience actually is. Instant engagement analysis and authenticity score.
Analysing audience authenticity…
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Fake followers are the biggest hidden cost in influencer marketing. Independent reports paint a stark picture — a 2024 KlugKlug study found that a majority of Indian Instagram influencers carry significant fake-follower counts, meaning brands routinely pay for audiences that don't exist. This free tool gives you a first read in seconds.
It looks at the signals a fake audience can't hide: how much of a creator's subscriber base actually interacts with their content, their engagement rate versus their size, and an overall quality score. A large following with almost no interaction is the classic fake-follower pattern.
No — most real viewers watch silently, and non-interaction isn't proof of fraud. But it's the only publicly measurable signal of whether an audience is alive, and we apply it identically to every creator. For a definitive verdict, our full report layers in many more checks.
We're an independent rating agency, not a broker. We take no commission on any creator deal and sell no creators — so our score has no reason to flatter anyone. We also check YouTube and Instagram together, which almost no one else does.
A creator's audience is checked by comparing measured engagement against audience size, not by looking at the follower count. The three signals that matter are the share of followers who leave a like or comment on recent posts, the engagement rate relative to account size, and the comment-to-like ratio, which is harder to fake than likes. A large following with very low interaction is the classic warning sign. A low interaction rate is not proof of fraud on its own, because most genuine viewers watch silently, but it is the only publicly measurable signal of whether an audience is alive. VidChart's free check runs all three on any Indian creator, with no signup.
A good Instagram engagement rate in India is 1 to 3 percent for large accounts and above 3 percent is strong. Nano and micro creators under 100,000 followers commonly reach 6 to 12 percent, which is why smaller creators often deliver better value than large ones. Engagement rate is likes plus comments per post divided by followers. A 500,000-follower account at 1 percent with mostly emoji comments is a common fake-follower pattern. Rates vary by category, so a creator should be compared against others in the same niche rather than against a single market average.
An influencer should be priced on engaged reach, not on follower count. The practical method is to divide the quoted fee by the number of followers who actually like or comment on recent posts, which gives a cost per interacting viewer. That figure is frequently three to five times the rate implied by the media kit, because the media kit prices the whole follower count. Comparing that unit cost across a shortlist shows which creator is genuinely cheaper. VidChart's free audit calculates it for any Indian creator.
An independent check before a campaign is worth running because the cost of the check is a rounding error against the spend it protects. A shortlist audit costing a few thousand rupees that catches one creator with an inflated audience can save a campaign budget many times larger. Independent reports paint a stark picture of the underlying problem: a 2024 KlugKlug study found that a majority of Indian Instagram influencers carry significant fake-follower counts.