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The marketing industry has a big problem—a $1.3 billion problem, to be exact.
That’s the amount marketers are expected to waste on fraudulent influencer marketing this year, according to a July 2019 global study from cybersecurity company Cheq and the University of Baltimore. This means that nearly 18% of the overall amount marketers are spending on influencer marketing, which is $8.5 billion, according to Mediakix, is wasted.
Influencer fraud comes when an influencer falsifies his or her impact, whether through purchased followers or inauthentic engagement.