How Kellogg is Combatting Influencer Fraud

Kellogg is making a bold statement towards influencer marketing and is no longer paying influencers based on their reach. The reason behind this decision is that reach and engagement can easily have made up numbers.

Although some influencers use a completely organic approach to their marketing, many others practice buying followers, likes, or engagement overall. This practice has left advertisers feeling wary of who they work with.

During a Digiday Brand Summit in Monaco last week, Kellogg’s social media lead in the U.K., Joseph Harper, shared how advertisers are now digging deeper into influencer’s posts. Advertisers are doing this so they can better understand how individual posts are performing before deciding to spend money with an influencer.

Read more about what Kellogg’s approach —>