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 stated that India's influencer marketing industry may have surpassed Rs 20,000 crore, but many brands are still wasting money on fake reach. This suggests that despite the industry's significant growth, there are still issues with authenticity and transparency in influencer marketing.

This matters for social commerce because it highlights the need for brands to be more discerning when partnering with influencers and to prioritize authenticity over reach. As social commerce continues to grow, it's essential for brands to ensure that their marketing efforts are effective and that they're not wasting resources on fake or inflated influencer audiences.