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Influencer marketing, the practice that involves paying people with large social-media followings to promote a product or service, has been growing in importance over the past few years as brands flocked to the practice to help them harness the popularity of social-media platforms.

However, the sector has lost some of its sheen after numerous reports surfaced about fraud that exist in the business from influencers that buy followers to influencers using bots to make it look as if there are more people engaging with their posts.

The company, which analyzes influencer marketing, estimated that in North America, brands pay influencers millions of dollars each month to reach follower that are fake.

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The rise of fraud in the sector has been a wake-up call for marketers who pay influencers based on the number of followers they have.

Unilever said it found some of the influencers it was using were buying followers in some instances. Weed also is calling for social-media platforms to do more to fix the issue and wants more measurement and oversight to ensure the problems are eradicated.

Despite the problems, advertisers are still enamored with the marketing technique.

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