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Facebook co-founder and CEO Mark Zuckerberg’s announcement in January that the social network is changing its algorithm to highlight posts from friends and family members in News Feed, rather than posts from businesses and media groups, was no doubt a jab at pop-ups and banner ads. But it was also seen as a move to filter out inauthentic brand-sponsored influencer content and counteract “influencer fatigue”—consumers’ growing skepticism around the authenticity of influencers.