Influencer marketing's wake-up call

Sharon M. Goldman

Brands and agencies are fighting follower fraud and tackling transparency and measurement issues to boost the popular marketing practice in the US.

Brands and agencies are fighting follower fraud and tackling transparency and measurement issues to boost the popular marketing practice.

When Unilever CMO Keith Weed announced at June's Cannes Lions festival that the leading CPG company would no longer partner with influencers who buy followers, it was a wake-up call to the industry about the rise of fraud in the practice of influencer marketing. Defined by eMarketer as marketing that "identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population," in practical terms the tactic also refers to how companies compensate celebrities, social...

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