For a while, social influencers were the apple of marketers’ eyes. The rise of social platforms enabling individuals to have huge followings created new, shiny opportunities for marketers to promote products and amplify messages.
However, the influencer marketing gold rush happened so rapidly that there were very few standards or regulations in place to prevent disingenuous activity. As the sector has matured, there’s been a backlash over fake follower counts, a lack of clarity over paid partnerships and influencers taking money to promote things they have no knowledge about.
This white paper will explore the issues which have begun to plague influencer marketing and whether the backlash from both audiences and marketers will fatally undermine the sector. It will also examine examples of influencer campaigns and explore how the discipline can evolve to regain the trust which is critical to its success.
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