Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
As compared to 2018, twice as many large corporate campaigns engage with digital audiences through influencers. Unsurprisingly, 80% of marketers wanted to integrate influencers in content strategies.
This rapid industry growth has also heightened brand safety concerns. Historically, marketers considered follower count and engagement as criterion for influencer selection. Reacting to this, as many as 24% of influencers have turned to affordable 3rd-party vendors to fraudulently build audiences and manipulate profile engagement.
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