With influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.

Why it matters

Influencer marketing has become mainstream marketing and brands must prioritise authenticity and trust as they leverage the influencer’s popularity and success as part of the marketing mix.

Takeaways

• Influencers delivering quality and relatable content have the power to positively impact all stages of the path to purchase.
• India has the third highest number of bought followers in the world, with bots, fake followers and fake engagement....