Forrester suggests we’re experiencing a crisis of trust, worsened by a lack of transparency, and amplified by the speed and power of digital. Not surprisingly, influencer marketing is caught in the crosshairs of this battle to restore consumer trust, control and loyalty.

According to the Association of National Advertisers, 75% of agencies leverage influencers in their marketing strategy, and 43% indicate they’d like to increase their influencer budget in 2018. Further, total brand spending on influencer marketing is projected to reach $101 billion by 2020. It’s easy to understand why brands want to invest in influencer marketing; when done correctly, it equals big business, and it allows brands to find the ideal customer persona and content creator, and ask them to create the perfect brand asset. However, not all influencers are relevant or authentic. Some are fraudulent, enlisting bots or fake followers to “boost” reach.
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