Are Instagram stars facing a brand backlash? – BBC News

Consumer goods giant Unilever has taken a stand against «influencer marketers» who exaggerate their social media clout to earn more money promoting products. Is this the start of a brand backlash? Are genuine influencers under threat?
We’ve all heard about vloggers and bloggers earning big bucks promoting brands’ products on their social media pages.
Some of these «millennial influencers» with a million or more followers can earn $20,000 per post, says social insights firm Captiv8. A few have become minor celebrities in their own right.
But it seems a number of them have been gaming the system, buying armies of «followers» from firms that use automated bots to create fake accounts and simulate interactions, known as engagement – a key metric to evaluate influencers.
Consumer goods giant Unilever, one of the biggest advertisers in the world, has said it’s calling time on influencers who try to cheat.
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