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Influencer marketing is no longer the new fresh tactic in a brand's digital toolbox; it's business as usual. However, as more brands invest in influencers and consumers become more savvy to paid promotions, the question shifted from "Do we use influencers?" to "How do we make this authentic?" Due to this, influencer marketing in the age of consumer skepticism has...

Imagine this scenario: you're scrolling through your Instagram feed, looking for inspiration for a new look or gift ideas for your best mate. Suddenly, amidst the flow of photos and videos, you notice a well-dressed girl or a stylish guy sharing their latest experience with a product or recommending beauty items, whatever. You follow their account, rely on their advice,...