As social media influencing increasingly gains traction and appears to be well on the road to exploding into a multibillion-dollar industry, brand promoters wading into the uncharted waters are getting caught up in a conundrum, having to choose between the conflicting aspirations that are money and niche loyalty.
The influencers, whose power mainly vests in the massive followings they amass to their channels on different social media platforms, have become an integral part on modern-day marketing as they offer a direct reach to target audiences and their recommendations have been touted as carrying more weight than traditional advertising.
