Deceit and scams are making brands question the worth of the influencer economy. Influencers have strained ties with advertisers, losing trust by inflating, and buying, their followers. Analytics firm HypeAuditor investigated 1.84 million Instagram accounts and found more than half used fraud to boost follower counts, and influencer deception will reportedly cost advertisers $1.3 billion this year. At the same time, YPulse research finds that 45% of 13-37-year-olds have purchased something that an online celebrity has recommended, so some of the risk may be worth it. (WSJ)
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