The rise of social media influencers has been steep. The good ones can charge £1,000s of pounds to promote your brand.
Olivia Bowen, who appeared on Love Island, attracts the followers necessary to put herself on any brand’s wish list, earning herself nearly £1.5 million in 2021.
There have always been high profile people influencing the buying decisions of many, from kings and queens in the 17th and 18th centuries, to celebrity endorsements from athletes and film stars in the 80s and 90s.
With the coming of the internet and the launch of social media channels in the 2000s, we’ve seen ordinary people become celebrities. This means their every move is watched by millions of followers, many of whom are eager to spend their money on the next product promoted by these once ordinary people.
Working with an influencer can be mutually beneficial. Many brands have seen their sales skyrocket as a result of the right collaboration …
… but, getting it wrong can have a devastating effect on both parties.
Influencers have many millions of followers, who believe every word they say in their posts and videos. They trust these individuals and will rush out to buy based on their opinion.
The ASA has upheld complaints that influencers have consistently failed to be transparent about their commercial relationships with big brands, leaving loyal followers feeling misled about the products and services being promoted.
There is even a “page of shame” on the ASA’s website featuring those that consistently ignore the rules governing their social media activity.
This not only affects the influencers but reflects badly on the brands behind their posts.
Obviously, working with an influencer requires a good understanding of your brand and your customers as you need to know who you want to buy your products and services. And this will help you choose the right influencer.
But you also need a good understanding of the rules that govern influencer marketing.
And those rules are many, and complex in nature.
But it’s important you get this aspect right, otherwise all that money spent partnering with an influencer will go down the drain.