Influencer marketing deals are focusing on performance, rather than follower counts, as brands look for more clear ROI. Popularity isn’t enough to sell an influencer anymore, as fake and unengaged followers plague the industry. Performance-based payment systems are becoming more common, requiring more transparency and trust between an influencer and brand. Now, marketers paying attention to conversion metrics, and the rise of Instagram Stories has helped fuel the shift as actions like swipe-ups, and sticker clicks are trackable through the format. (Digiday)
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