Brands are taking a stand against influencer fraud and pressuring social platforms to do the same. The Association of National Advertisers found that while 75% of marketers work with influencers, only 36% think it’s as effective as other tactics and 19% think the efforts are ineffective. One exec explains, “Most [agencies] tell you they have a secure vetting process of influencers but until an industry standard is developed, how can we tell?” Unilever made waves when they announced that they won’t work with influencers who buy followers, and others may be following suit as they wait for social platforms to set standards. (The Drum)
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