Many high profile brands have been sucked into trouble regarding transparency in so-called Influencer Marketing. When it’s Kim K sponsoring an Instagram channel, it’s pretty easy to tell what’s what. But what about the lesser known “influencers”? How do you know when you’re being pitched a product by a seemingly independent source? A recent article in The Drum highlights the reality of the situation: while marketers recognize the risk to damaging trust, they’re also increasing their budgets next year. At least in the short term, CMOs feel it’s worth the risk. But I worry about that. Once people get wise to us, influencer marketing effectiveness will dry up and the relationship with our audiences will be a bit weaker.
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