Influencer marketing is now central to brand strategy, with companies leveraging social media personalities to amplify product visibility and connect with target audiences.
A major challenge observed is that brands struggle with determining the value of sponsored content and measuring return on investment from influencer campaigns.
Influencers face difficulties in determining their fees, with many expressing concerns over payment terms and the adequacy of compensation for their work.
The complexity arises in balancing upfront payments which can be risky for brands, and conversion-based payments that can disadvantage influencers.
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