Influencer marketing is currently undergoing something of a trust crisis. Recent media attention around problems such as follower buys, perceived inauthenticity and disclosure shortcomings have shaken confidence in partnerships between brands and the influencers with whom they work. Some have gone so far as to question the ultimate effectiveness and staying power of the practice as a whole.
But reports of the trend’s decline are greatly exaggerated. Most of these issues aren’t flaws in influencer marketing itself, but rather the way in which marketers currently contract and pay for it, and the tools with which they do so are changing fast.