Twitter just rolled out a new policy requiring new users to verify an email or phone number—a move aimed at reducing spam and fake accounts. But will it actually curb influencer fraud? Marketers are split.

The Debate:

✅ Supporters (like Unilever CMO Keith Weed) applaud the step:

“I’m pleased Twitter is taking a stand against fake accounts polluting the system. We need bold steps to rebuild digital trust.”

❌ Skeptics argue it’s too little, too late:

• Phone/email checks don’t stop sophisticated bots or follower-buying (remember Devumi?).
• Existing fake accounts remain untouched.

Why This Matters for Influencer Marketing

🔍 Fraud remains rampant—fake followers, engagement bots, and inflated metrics still plague campaigns.
📉 Brands are wary after high-profile exposés (like The NYT’s Devumi investigation).
💡 Solution? Combine platform policies with third-party vetting tools (e.g., SparkToro, HypeAuditor).

The Bottom Line:
Twitter’s update is a start, but far from bulletproof. Marketers must still:

• Audit influencers’ follower quality.
• Prioritize micro-influencers (lower fraud risk).
• Demand transparency (ask for screenshots of native analytics).

What’s your take? Will this policy move the needle, or is it just a Band-Aid? Let’s discuss! 👇

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