BY DOUG ZANGER, ADWEEK

For the most part, there is a perception about influencers. On one hand, they can be considered a valuable marketing channel—essentially word of mouth on digital platforms. On the other, there is all manner of potential pitfalls in the still-emerging space ranging from bots and fake followers to flat-out fraud, not to mention the ridicule from time-to-time.

All told, though, the influencer space, with all of its perceived chaos, shows no signs of slowing. In 2018, the World Federation of Advertisers found that 65 percent of multinational brands surveyed were planning on increasing influencer marketing spend, while eMarketer noted a similar bump in spending—62 percent—by marketers.

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