In this session...
The idea of endorsement isn't new but social influencers introduce new & complex dynamics. Armed with the power to create deep & direct connections with consumers, brands are now spending millions with creators to leverage their credibility & connection. Yet fraudulent practices such as artificial inflation of metrics by purchasing fake followers & engagement are eroding trust with consumers. This conversation will cover how brands can navigate the complexities of influencer marketing & the implications for our industry.
What You'll Learn from This Session...
- The evolution of influencer marketing & where the industry is headed
- The risks of eroding trust in influencer marketing & the implications of fraud on its longevity
- What controls and solutions are most needed in influencer marketing
- What needs to be done industry-wide to fix the fraud and transparency problems