What Is an Influencer? Troubled Times Demand a Fresh Formula

Opinion: It would behoove us to have a working agreed-to definition

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What do Justin Bieber and former President Barack Obama have in common? These hunky (to their followers!) men each lost more than 2 million followers in Twitter’s recent purge of fake accounts.

And just a few weeks before, at the Cannes Lions International Festival of Creativity, Unilever global chief marketing officer Keith Weed announced a three-step plan for cleaning up the ecosystem of influencer marketing that included removing misleading engagement. His call to arms: “We need to take urgent action now to rebuild trust before it’s gone forever.”

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