In today's digital marketing landscape, influencers have paved the route for firms to generate money by appealing to large social media followings. With influencer marketing becoming an increasingly important aspect of company sales and growth, the digital arena has witnessed an increase in unscrupulous practices by influencers who take advantage of the new digital landscape by acquiring false followers.
This implies that many businesses are cultivating business connections with influencers while failing to cultivate true relationships with their followers.
Fortunately, there are businesses out there who are aware of the negative practices that are taking place in the digital realm and are motivated to counteract them. Unilever, Samsung, eBay, and Diageo are four examples of companies that are devoted to providing meaningful and good experiences to individuals who buy their products. This includes being open about who they associate with and refusing to work with influencers that engage in unethical or fraudulent behavior, such as purchasing followers.
All three businesses have made public pledges to battle influencers who buy phony followers, offering to collaborate with partners that give customers a voice.
"We feel that influencers are an essential method for Unilever to contact customers and promote our brands. Their power stems from a deep, honest, and direct connection with people, but some methods, such as purchasing followers, may quickly damage these bonds "Keith Weed, Unilever's chief marketing officer, stated at the Cannes Lions International Festival of Creativity.
During a festival panel discussion, eBay, Samsung, and Diageo all expressed similar sentiments.