One of the top challenges facing influencer marketing is one common across the entire arena of digital marketing: brand safety.
At this year’s Cannes Lions, Unilever’s Chief Marketing Officer Keith Weed warned that influencer marketing has an integrity issue. The proliferation of fake followers, aided and abetted by a lack of transparency and proper measurement reporting, threatens to destabilize the entire industry.
Weed warned that the industry must take “urgent action now to rebuild trust before it’s gone forever,” and he pledged that Unilever’s brands will never buy followers nor work with influencers who buy followers.
Any brand conducting influencer marketing programs should heed the call to ensure greater transparency and integrity
— Leer en www.mediapost.com/publications/article/324027/lets-keep-influencer-marketing-accountable.html