Unilever shuns influencers who pay for followers
The company’s chief marketing officer said the move is meant to ‘rebuild trust back into our digital ecosystems and wider society.’
Unilever is cracking down on shady influencer marketing practices—and it’s encouraging other brand managers to do the same.
On Monday, the company announced that it would no longer work with influencers who bought followers. It also promised that its brands wouldn’t purchase followers and that it would favor advertising partners and platforms that are working on increasing transparency within digital marketing efforts.
The call for change comes from a marketing industry giant: Unilever spent more than $9 billion on marketing last year. It also comes at a time when the popularity of influencer marketing continues to grow.
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