Scrutiny to rise as online US influencer market booms

Significance

Influencer marketing has become mainstream within a changing digital advertising landscape where social media and e-commerce are converging, raising consumer protection questions about the transparency of the relationships between brands and influencers.

Impacts

• Brands will build networks of influencers, providing opportunities for niche nano-, kid-, gaming and virtual influencers.
• Social commerce will expand rapidly.
• Brands are at reputational risk if their influencers behave problematically or attract adverse publicity.