Marketers debate whether Twitter’s new user policy will stop influencer fraud – Digiday

To prevent spam accounts, Twitter is requiring new users to verify an email address or a phone number. While some marketers, including Unilever CMO Keith Weed, welcomed it, others called the process long overdue and still not enough.

Influencer marketing has been getting more interest from brands, but marketers are increasingly wary of fraud, which was illuminated by The New York Times’ deep dive on Devumi, a company that creates and sells fake Twitter followers. Twitter’s update this week comes shortly after Weed and other executives at the Cannes Lions festival spoke out against fake followers, bots and other fraudulent practices in influencer marketing.

“I am very pleased that Twitter is taking a concrete stand against the hordes of fake accounts and bots that are polluting the system,” Weed emailed. “We must continue to take bold steps to rebuild trust in digital back into society. We should all encourage such steps.”

Twitter’s new requirement is still far from bulletproof for brands hoping to enlist Twitter users for influencer marketing.
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