Although influencer marketing is under scrutiny due to recent controversies, brands must take a balanced approach before ending their collaborations, says Bloomingdale PR CEO.
India’s influencer marketing business, projected to grow to INR 10,000 crores in value by 2027, has hit a sudden hurdle. The influencer community is reeling from a brand backlash following comments made by some popular YouTubers. We are seeing a knee-jerk reaction from brands regarding influencer marketing and many influencers have suffered due to the actions of a few. Brands scurried to cut ties with many-deals are being cancelled and contracts not renewed.
