QUICK READ:

  • Casper has highlighted the growing power of social media influencers to make or break brands, naming its own online advocates as one of the risk factors facing its initial public offering.
  • Influencer marketing has expanded into an $8bn business as celebrities, experts and other people with large followings on social media platforms charge thousands of dollars to promote products.
  • But many influencers have BOTS as followers.
  • Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
When your brand relies on influencers