Brands scan creators' past like never before

What happens in the background after influencers sign up to partner with brands to promote their products? An external forensic investigation.

- Pratishtha Bagai

What happens in the background after influencers sign up to partner with brands to promote their products? An external forensic investigation. Agencies conducting such checks skim through creators' social media profiles on all platforms, employment history and financial filings. They even look for any criminal record.

"The companies need these influencers to have a certain image that will tie well with their brand recall," Tarun Bhatia, regional managing director of investigations at Kroll, one of Asia Pacific's top forensic consulting firms, told Mint.