The rules for influencer marketing have changed

165

Over the past few years, influencer marketing has grown to become a key part of many brands’ communications strategies.  Terms like ‘micro’, ‘macro’ and even ‘nano’ influencers have become commonplace.

The use of influencers is certainly one of those spheres where the lines between public relations and marketing are blurred.  And that’s because influencers rarely do something for free.  This is where the confusion comes in: Can your brand exposure through influencers be equated to ‘free editorial’ in a media channel? Or is it an advertisement?

It’s really a hybrid channel, and that has caused confusion in the market. This confusion coupled with the rise of influencers has led to some controversy, with both brands and the influencers getting themselves in trouble from time to time because advertising rules haven’t kept pace.

Back in 2018, the Advertising Standards Authority (ASA) released guidelines to better control and manage transparency around both native advertising and influencer marketing. These guidelines required all advertising content, including that on social media, that was in some way controlled by the advertiser to be identified as such.

While it was generally accepted that #sp, #spon or #ad was to be used in an influencer’s post, there were no specific rules around the hashtags brands and influencers should use.

The ASA has upheld two complaints regarding influencer Simone Anderson in July for failing to adequately disclose a commercial relationship, setting a precedent of the exact hashtags they would like to see used.

The decision showed that the hashtags #collab and #gifted are not enough when influencers receive goods and services in return for social media coverage, and that the more clear-cut #ad and #sponsored should be used in future.

The ASA Complaints Board also advised that the ASA consider publishing further guidelines on how to sufficiently identify the commercial relationships between influencers as advertisers and brands/companies.

Since the decision, there has already been a notable change with many well-known influencers expressly stating when products are a gifted product, with #ad appearing on many more posts in the place of #gifted. Being transparent about commercial relationships is now considered a way of being authentic; influencers who are up-front with their audience will gain increased respect.

For organisations who want to work with influencers, there are some key lessons we can learn from this recent ASA decision that can help set a standard of best practice:

Clarity: Be clear with social media influencers you work with that they must disclose your relationship. This will avoid brand damage from being associated with an incorrectly labelled social media post, which may not always be immediately apparent; you want to avoid your brand equity being eroded over time.

Content: Look to work with influencers who are good content creators first and foremost and are up with the play on how to work with brands and companies. This means they will respect your brand and come to the relationship with a professional approach.

Relationship: Build long-term relationships with influencers you can trust, rather than doing a one-off campaign. We’ve heard the crazy stories of brands selling out in minutes after mega influencers like America’s Kylie Jenner or China’s Anny Fan post – for a fee of $1.5m-plus I might add.  Our Kiwi influencers are not in that same league.  So having a long-term strategy with some nano and micro influencers will most likely serve New Zealand brands best. As well as building authenticity, the influencer will become knowledgeable on your brand, which will ensure the right messages out to your audience every post.

And one last note – make sure you always read the room when planning social media influencer campaigns.

Case in point is Colgate’s recent White Night In, which was slammed in June as being tone deaf in the wake of the Black Lives Matter protests around the world.

Share.

About Author

Heather Claycomb is director of HMC, a Hamilton-based, award-winning public relations agency.

165 Comments

  1. Wow, this is an exceptional article! Your ability to present complex ideas in such a clear and engaging manner is truly impressive. The depth of your analysis and the quality of your writing make this a standout piece. I’m grateful for the insights you’ve shared. Best regards, Pasang Iklan Properti Gratis

  2. I’m genuinely impressed by the quality of this article. The depth of your research and the clarity with which you present your arguments are remarkable. Your ability to make complex topics understandable and engaging is truly commendable. Thank you for this excellent read. Regards, Pasang Iklan Properti Gratis

  3. Your article is a masterclass in clarity and insight! The depth of your analysis and the eloquence of your writing make this piece a truly outstanding read. I’ve gained so much valuable knowledge from it. Thank you for sharing such exceptional content. Warm regards, Pasang Iklan Properti Gratis

  4. Heya i’m for the primary time here. I came across this board and I find It really useful & it helped me out a lot. I hope to present something again and aid others such as you helped me.

  5. Hi just wanted to give you a brief heads up and let you know a few of the images aren’t loading correctly. I’m not sure why but I think its a linking issue. I’ve tried it in two different browsers and both show the same results.

  6. Wow, this article is absolutely outstanding! The clarity of your writing and the depth of your analysis are impressive. You’ve conveyed complex topics with remarkable precision and accessibility. I’m thoroughly impressed by this exceptional piece. Thank you for sharing. Best regards, Pasang Iklan Properti Gratis

  7. Hello very cool web site!! Man .. Excellent .. Amazing .. I will bookmark your site and take the feeds also?KI am glad to seek out numerous useful information here within the put up, we need work out extra techniques on this regard, thanks for sharing. . . . . .

  8. Good – I should certainly pronounce, impressed with your web site. I had no trouble navigating through all tabs as well as related info ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. Reasonably unusual. Is likely to appreciate it for those who add forums or something, site theme . a tones way for your client to communicate. Nice task.

  9. Hi my friend! I wish to say that this post is amazing, nice written and include approximately all vital infos. I would like to see more posts like this.

  10. I do consider all the ideas you have offered for your post. They are very convincing and can certainly work. Still, the posts are too brief for starters. May just you please lengthen them a bit from subsequent time? Thank you for the post.

  11. Artikel ini adalah bacaan yang sangat berharga dan menggugah pikiran. Saya sangat menghargai bagaimana Anda memaparkan informasi dengan jelas dan penuh wawasan. Ini adalah contoh nyata dari penulisan berkualitas tinggi. Terima kasih atas kontribusi yang luar biasa ini. Salam hangat, Pasang Iklan Properti Gratis

  12. Greetings from Florida! I’m bored to death at work so I decided to browse your site on my iphone during lunch break. I really like the info you provide here and can’t wait to take a look when I get home. I’m shocked at how quick your blog loaded on my mobile .. I’m not even using WIFI, just 3G .. Anyways, good blog!

  13. This article is a testament to your incredible expertise and writing skills. The depth of analysis and the clarity with which you present your arguments are truly impressive. I found every paragraph to be both informative and engaging. You’ve done an outstanding job! Best wishes, Pasang Iklan Properti Gratis

  14. Your article is a true testament to your exceptional writing skills. The depth of your analysis and the clarity with which you present your arguments are remarkable. You’ve managed to make complex topics understandable and engaging. This is a truly outstanding piece. Cheers, Pasang Iklan Properti Gratis

  15. I discovered your weblog site on google and examine a number of of your early posts. Continue to maintain up the superb operate. I just additional up your RSS feed to my MSN Information Reader. Searching for ahead to reading more from you afterward!…

  16. UK – Triple A Occasions fielded Axiom line array PA systems for two music festivals in Kent over the last weekend in June.

  17. In 1999, he joined Dream Theater’s co-founder after which drummer Mike Portnoy, along with Flower Kings’ Roine Stolt and Marillion’s Pete Trewavas they formed the tremendous-group Transatlantic.

  18. The Kindle wasn’t the first devoted e-e-book reader system, but it surely did not actually have a lot competition; there wasn’t a huge demand in the market for e-guide readers before the Kindle’s launch.

  19. Earlier businesses thought of threat administration companies as an pointless expense but right this moment the view point has changed and employers visualize how incorrect hiring choices can lead business to a disaster.

  20. Finally, Ion’s skill to attract attention to itself, even when it was generally in negative methods, in all probability worked to our advantage.

  21. Blockchain-based crypto payment gateway platforms available in the market that utilize cryptocurrencies are becoming increasingly popular and impressed more end-users around the world.

  22. you’re really a good webmaster. The website loading speed is incredible. It seems that you are doing any unique trick. Moreover, The contents are masterwork. you’ve done a excellent job on this topic!

  23. The men’s Vincens alpine boots have been manufactured out of a rich brown leather with an ankle strap, silver buckle and chunky vintage outsole.

  24. Nevertheless, he also suggested this could act to the world’s detriment, as the Grand Canyon is a world-class marvel and competes with different points of interest of the identical prestige for visitors, which are all equally spectacular; Flagstaff itself also competes with its close by towns for entry to the Grand Canyon, several of which have rising themes primarily based on it (like Tusayan and the Grand Canyon Village).

  25. A fireplace is vital: Whereas a wooden-burning one is right, you can make do with a fuel mannequin or perhaps a decorative shell by which you burn an array of sizable pillar candles in varying heights.

  26. Im now not sure the place you’re getting your information, however good topic. I must spend a while learning much more or working out more. Thanks for great info I was on the lookout for this info for my mission.

  27. I was just seeking this information for some time. After six hours of continuous Googleing, finally I got it in your site. I wonder what is the lack of Google strategy that do not rank this kind of informative web sites in top of the list. Generally the top sites are full of garbage.

  28. I’ve been browsing on-line more than 3 hours lately, but I never found any attention-grabbing article like yours. It is beautiful value enough for me. In my opinion, if all website owners and bloggers made excellent content as you did, the web might be a lot more helpful than ever before.

  29. I like what you guys are up also. Such clever work and reporting! Carry on the excellent works guys I’ve incorporated you guys to my blogroll. I think it’ll improve the value of my site 🙂

  30. While there could certainly be older autos that needs to be crushed as a consequence of their poor emissions and economy, there are others that will remain fairly environment friendly modes of transportation.

  31. 265. Two ladies in a day room; one wears a hooped costume of charcoal grey with a large fur-lined mantelet of a rich ruby crimson; her companion in a gown of magenta with dark patterned trim.

Leave A Reply