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Nearly half of social media users believe influencer and brand partnerships are inauthentic, and that influencers work with brands they don’t believe in.

This is damaging for the reputation of both brands and influencers, with 61% admitting they have unfollowed or considered unfollowing an influencer that promoted too many products.

Influencer marketing is seen by many as the perfect way to boost reach and relevance, but in the highly measurable world of digital, it often fails to offer the directly attributable ROI of programmatic or paid social.