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"Brit McCorquodale, svp of revenue at Tribe Dynamics, a marketing technology firm, said that while Instagram likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, last year, consumers are craving real recommendations more than ever. “The influencer ecosystem tends to be very self-regulating,” she said. “Consumers will stop engaging with influencers they no longer trust, or who are no longer providing compelling, relevant recommendations."

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