In today’s digital age, having a strong Instagram presence can make or break a career — whether you’re an aspiring model, a seasoned pro, or a major fashion brand. But a new report reveals an unsettling trend: many high-profile brands have artificially inflated follower counts on Instagram, with a large share of those followers likely being fake or inactive accounts.

The Illusion of Influence: What the Report Found

According to research highlighted by Metro Models, global analytics tools like Modash are uncovering staggering numbers of suspicious followers on major brand accounts. These aren’t just random users — many appear to be bots or dormant profiles that don’t engage with posts or genuinely support the brand’s content.

What’s particularly striking is that even luxury fashion names — those often featured in model agency campaigns and runway lineups — are not immune. For instance, The Row, a luxury label with millions of followers, reportedly has nearly one-third of its audience made up of likely fake followers. This trend highlights a broader issue across social media: follower count no longer guarantees real influence.

Why Fake Followers Matter in the Modeling World

For models and modeling agencies alike, these findings have real implications. Many model agencies rely on social engagement as part of measuring a model’s appeal — both to clients and brands. A high follower count with low real engagement can mislead agencies, brands, and clients about a model’s true influence.

In an industry where visibility often translates to bookings and prestige, some accounts may be tempted to boost their popularity with purchased followers. But as the report suggests, this can backfire. Fake or “ghost” followers don’t engage — and they can damage credibility, weaken trust, and make it harder for both brands and models to form authentic connections with their audiences.

High Numbers, Low Engagement: The Paradox of Popularity

Many of the top brands with inflated Instagram followings also show unusually low levels of interaction — few likes, sparse comments, and limited sharing. This disconnect raises questions about the value of sheer follower numbers, especially when real engagement is the currency that truly matters in influencer marketing and modeling careers.

For talent signed with reputable model agencies, genuine metrics — such as consistent engagement and quality interactions — often weigh more heavily than followers alone. In other words, real community matters more than big numbers.

Moving Forward: Authenticity Over Appearance

The takeaway from this shocking ranking isn’t that big brands or agencies are dishonest — it’s a reminder that surface-level popularity can be misleading. As modelling professionals, brands, and agencies evolve alongside digital marketing trends, there’s a growing emphasis on authenticity and meaningful engagement over superficial follower counts.

Whether you’re an emerging talent building your portfolio, a model agency assessing talent, or a brand refining your online strategy, focusing on genuine growth and engagement will always outshine shortcuts like fake followers. After all, in the world of modeling, credibility is just as important as visibility.