Influencer marketing is a growing phenomenon in India but it comes with concerns such as fake followers and engagement. Do Your Thng’s Hemant Dua suggests ways to allay those concerns while maximising the benefits.

Why it matters

Brands have to be more careful when choosing an influencer, as indicators like follower count and likes have lost their meaning due to fraud. But technology is one of the solutions and it is slowly improving the situation through platforms that can audit influencers.

Takeaways

• The trust factor in influencer marketing is low, with over 89% of marketers concerned about influencer...