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Influencer fraud is one of the biggest headaches facing marketers today. As an industry, influencer marketing was worth an estimated £6bn last year, and is forecast to reach £12bn by 2022. Its breakneck growth is largely due to the parallel rise in fortunes of social media giant Instagram. The Facebook-owned platform is home to most [...]
Last month, I reported on the rise of virtual influencers – fake online personalities created using computer-generated imagery and controlled by brands or media agencies. The most famous example is Lil Miquela, a fictional character invented by LA-based studio Brud. “She” has 1.7m followers on Instagram, has appeared in a Calvin Klein commercial alongside the [...]
It’s not hard to find critics of influencer marketing. This is an industry that is not short of scandals. There have been instances of social media stars failing to label marketing content as ads, promoting things that turn out to be fraudulent – see the Fyre Festival debacle – or even creating fake content. In [...]
I have fallen down a social media rabbit hole. I’ve been scrolling through the feed of an online influencer called “Lil Miquela”, and watching her videos on YouTube. Her Instagram is just like any other influencer account. There are pictures of her on nights out with friends, several of her posing in trendy clothes, even [...]
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