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Looking at the landscape, some brands might surmise that it’s time to give influencer marketing a try or maybe to double down on their existing influencer marketing spending.
There’s an easy case to make for such marketing: Some 92 percent of consumers prefer recommendations from trusted people to other forms of advertising.
However, some marketers shied away from influencer marketing because they fear that there’s a lack of scale or some shady maneuvering involved in soliciting endorsements.