As the value of the social media influencer rises, so too will the scale of the financial and reputational risks. (Photo: Photo: Diego M. Radzinschi/ALM) As the value of the social media influencer rises, so too will the scale of the financial and reputational risks. (Photo: Photo: Diego M. Radzinschi/ALM)

Virtual interactions have become the norm during lockdown; more brands in more sectors are turning to social media for ways to connect with customers, and the power of influencers is going from strength to strength. From starting out as an effective marketing channel for the beauty, travel and leisure industries, social influencers have been widely embraced during the pandemic by organizations, including the World Health Organization that enlisted them to spread messages about social distancing and handwashing to younger generations.

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