India's influencer marketing industry may have crossed Rs 20,000 crore, but brands are still wasting money on fake reach: KlugKlug CEO

The CEO of KlugKlug states that India's influencer marketing industry has likely surpassed Rs 20,000 crore, but brands are still wasting money on fake reach. This issue arises from the lack of effective measurement and verification of influencer marketing campaigns, leading to potential losses for brands.

The problem of fake reach in influencer marketing is a significant concern for social commerce, as it can lead to inefficient allocation of marketing budgets and undermine the credibility of influencer marketing as a whole. As a result, it is essential for brands to adopt more rigorous measurement and verification practices to ensure the effectiveness of their influencer marketing campaigns.