Influencer marketing might be the most hyped growth channel right now. But here’s the problem: most companies are burning money on it. How do you know which influencers are legit and which ones are just gaming the system before you waste your budget?

Meet Jeremy Boissinot, founder of Favicon, an influencer marketing platform that has analyzed over 500,000 LinkedIn creators to understand the data signals behind real expertise vs algorithm hacks. In this episode, Jeremy breaks down the red flags that can save you from losing tens of thousands on a bad campaign.

Here’s what you’ll learn:

00:00 Intro

01:17 The rise of fake influencers in B2B

03:18 How LinkedIn influencers fake follower counts

07:10 AI-generated comments and the Dead Internet Theory on LinkedIn

11:33 The real motivation behind spam commenting

17:27 How to measure an influencer’s true authenticity

23:58 Are influencer engagement pods still a thing?

31:16 Trust is the new currency: separating experts from algorithm hackers

36:22 Can you spot AI-generated content?

39:27 How to measure content originality

44:12 Why 95 percent of influencer campaigns fail (and why it’s usually the advertiser’s fault)

50:15 Why Reddit is the next big B2B marketing channel

Where to find Jeremy:

LinkedIn: https://www.linkedin.com/in/jeremyboissinot/

Website: https://www.favicon.com/

Where to find Tim:

LinkedIn: https://www.linkedin.com/in/timsoulo/

X: https://x.com/timsoulo

Website: https://www.timsoulo.com/

Referenced:

Justin Welsh: https://www.linkedin.com/in/justinwelsh/

Substack: https://substack.com/

Reddit: https://www.reddit.com/

Skool: https://www.skool.com/

Level 2.121 The calendar