Influencer fraud dominated the headlines in 2018. Never more so than when Unilever CMO Keith Weed announced in June that the company would make a conscious effort to improve the integrity of influencer campaigns. He urged the wider industry to help “rebuild trust” in the sector by rejecting fake followers – leading to a deluge of brands pledging to avoid social media accounts with inflated stats and criticism of influencers that didn't signpost paid promotions.

In many ways, his comments encapsulate the current state of influencer marketing. There are challenges to be addressed, but also great opportunities, and that’s something more and more companies are recognising. Instagram itself has responded, having recently announced it is cracking down on accounts using third party apps to enhance followers and engagement.

In the past year, brands and marketers have also tried to approach more accurate measurements of impact. Although influencer marketing remains top-of-the-funnel, attempts at understanding and triangulating its effectiveness in various ways can deliver insight that helps justify deeper commitments to the activity.

All of these developments are signs that influencers are becoming validated as a serious part of the marketing mix, and the coming year will see the sector approach maturity. So what can we expect from influencer marketing in 2019? Here are the three key trends to consider.