Over the last few years, industries have become more sophisticated due to the increasing demands of influencer marketing. Many companies are planning to increase their influencer marketing investments to develop long-term partnerships with creative influencers on social media. Influencer marketing is nothing but a hybrid of old and new marketing tools, taking the idea of celebrity endorsement and placing it into a modern day marketing campaign. However the Influencer marketing faces a lot of challenges. Due to inconsistency in data, companies tend to jump from one influence marketing provider to another. However, we can expect to see an evolution in gathering and usage of data in the coming years. Brands are increasingly becoming more educated and competent. Marketers and brands want tools that gather all metrics relevant to value generation and tools that can track the performance from multiple social media platforms. Those providers that fail to deliver these requirements often fall behind as the market evolves. Moreover influencer industry is built on trust and authenticity, so the rise of fake followers erode business and consumer trust. Hence in order to protect the customers, the influencers must take a stand against the rise of fake followers. Read more at: https://www.thedrum.com/industryinsights/2018/12/21/why-we-need-get-little-smarter-about-influencer-marketing