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The buzz: “People do not buy goods and services. They buy relations, stories, and magic” (Seth Godin). The image of influencer marketing by brands has been tarnished. In 2019, fake followers were widespread for many social media personalities, and some influencers were accused of covert advertising, challenging their authenticity. This poses a dilemma for brands because when we feel something is fake or misleading, we switch off. In August 2018, almost half (47%) of respondents surveyed by Bazaarvoice reported feeling fatigued by influencer content. The experts speak. Vanessa Baker, Tribal Imp
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