With growing social media popularity among the millennials, each day new users are being added to the pool of an existing database of million users on Facebook, Twitter, Snapchat, Instagram, etc. A new form of marketing is taking shape and is here to stay – Influencer marketing, where in brands are reaching out to influencers across different platforms to promote their products and services. In 2018 alone, the money spent by brands on sponsored posts on social media was expected to be $8 billion. For Brands finding influencers apt to endorse the brand in terms of brand personality, high level of engagement on posts and the budget becomes a time-consuming process. Moreover, with the rise of “pseudo” influencers, who pay money to get followers and an influx of influencer marketing agencies often prizing speed over quality, i.e. prioritizing any match over the appropriate match. It’s no surprise that even though the number of branded contents has tripled since 2017, the number of “likes” on those posts have remain constant. In other words, 19 of 20 pieces of content pieces get little to no engagement.

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