Advertisers are projected to end up spending $1.3 billion in 2019 on fake influencer marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 25, 2019, 7:25 AM UTC

This is when 55% of brands plan to increase expenditure on influencer marketing in 2020.

AI-based cybersecurity organisation CHEQ and economist Roberto Cavazos studied the impact of fake influencer marketing on brand health and trust. This piece notes that brand investment in influencer marketing is likely to reach $ 8.5 billion in 2019 and $10 billion in 2020. It was $500 million in 2015.

In 2019, fake influencer marketing is predicted to cost brands $1.3 billion and could go up to $1.5 billion by 2020. Where ad fraud costs marketers at least $23 billion a year, fake influencer marketing erodes consumer trust, an indirect impact.

The report also found that 71% of marketers believe influencer marketing to be strategic. About 55% of respondents are looking to increase expenditure on influencer marketing in 2020.

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