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There has been a great deal of discussion around influencer marketing and its effectiveness and validity. The industry is filled with communications professionals who swear by it, and other digital experts who say it's ineffective because consumers realize they're watching a paid endorsement and so tune it out.

My own analysis suggests that those in the latter camp are wrong.

I've long been a skeptic of the impact of sponsored versus organic content, but I couldn't ignore the fact that my own millennial circle was consuming, sharing and engaging with influencer content. They didn't seem to care whether it was labeled as #sponsored or not. And over the past several years, I've partnered with brands that participate in hundreds of influencer campaigns that led me to appreciate this approach.

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