10 September 2021

There’s no doubting the potential of influencer marketing these days, but how can marketers be sure their brand partner is all they are cracked up to be?

With influencers an established part of the marketing mix these days, Paul Scannell, Director, INCA UK, considers how to find those who are the most authentic fit for the brand.

The effectiveness of influencer marketing is growing, with over half (54%) of followers reporting a higher consumption of influencer content since the start of the global pandemic. As with all branches of marketing, however, influencer strategies aren’t immune to fraud – and this is a notable concern for over two-thirds (67%) of brands.

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