While brands are spending more on influencer marketing, many are failing to put adequate safeguards in place to protect their reputations, according to a new report from Viral Nation and eMarketer.
More than three quarters (78%) of the 117 U.S. marketers who participated in the “Brand Safety and Influencer Marketing Survey” said brand safety affects their willingness to invest in influencer partnerships, yet most lack consistent vetting standards or scalable review processes. U.S. influencer marketing spending has surged 15% this year to $10.5 billion, with 86% of marketers now using creators in campaigns.