appeal of social
media “influencers” to advertise products
may be slipping, as Unilever called for “urgent action” to address
the problem of fake followers.
consumer goods company has pledged never to use influencers who
buy followers to advertise its brands, which include Marmite, Dove
soap and Colman’s Mustard.
also warn of the limited ways of accurately tracking the benefits
of promotion from social media stars and measuring “authentic
Media, a UK-based marketer, said the appeal of influencers is
falling and they are “not a key focus” for any of the brands they
survey of brands done by the company found that influencers were
not a focus for a single one.