Study: Influencers include big names, lots of fake followers Even as use of influencer marketing by big marketers grows, so do questions about how it's measured. Reach numbers used to measure influencer campaigns often come from raw follower counts, without regard to how many followers actually saw posts – or were real. Numbers marketers usually get on influencer campaigns come either from their influencers or third-party providers "grading their own homework," as Points North co-founder Peter Storck sees it.(Ad Age)