Authenticity is a key component of influencer marketing.
Recently, however, the industry has been subject to growing scrutiny, with a number of cases of influencer fraud coming to light. This is largely in relation to fake followers, and influencers falsely inflating the success of their campaigns.
As a result of this, big brands like Unilever are taking a stand. Just recently, CMO Keith Weed called for Instagram to take action on bad practice, and stated that the brand will not work with influencers who buy followers.
