If Your Brand's Influencer Seems Too Good to Be True, Watch Out

And other insights from Adweek's Elevate: Influencers conference

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What’s wrong with this picture: The influencer your brand is working with has shown some dramatic spikes in growth recently and—though she lives in Kansas—has pods of followers in Russia, the Middle East and China.

“That’s cause for concern,” Alexandra Kirsch, manager of social media for Henkel, said during Adweek’s Elevate: Influencers conference Thursday in downtown Los Angeles, which also featured viral star Zach King and panelists from Funny or Die, Parachute and R/GA. “If the data seems too good to be true, it just may be.

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