15th Oct 2018

Talking Transparency: Why We Need Transparency In Influencer Marketing

Influencer marketing has increased in popularity significantly over the past few years, with a host of huge brands getting involved with influencers in hopes to drive more sales and increase brand awareness. Mostly driven by the rising demand for trusted opinions and reviews, influencer marketing gives consumers to opportunity hear what others are thinking about a product before they try it themselves. 

Over the last few years influencers have started to become the voice of the brand and while the relationship between the influencer and their followers appears to be genuine and sincere, it is still crucial that influencers fully disclose their work with brands. This transparency is crucial for those looking to stay credible, reliable and valuable for audiences. 

With advertising watchdogs cracking down on influencers who hide their commercial posts and consumers becoming much more switched on when it comes to the content influencers post, the influencer landscape is changing and the need for transparency is increasing. 

The Role Of Sponsored Posts

Sponsored posts are posts that influencers share on their content channels, which they are either receive payment for or are offered free products and services for in return. 

These posts give influencers the chance to discuss and review brands, products and services, ones they might not have been aware of previously or may not have been able to afford with their own money. 

The brand pays for these posts in order to reach audiences directly through the influencer and has been proven to be a hugely effective way of marketing over the last number of years, with brands like Avon, Loreal, The Body Shop, Audible and many more all choosing to work alongside influencers. 

Why Disclose Sponsored Posts

The cornerstone of influencer marketing and even marketing overall is trust.

Audiences need to know they can trust influencers and their opinions, in order to follow their recommendations. If their review or demonstration seems too false or scripted, this can lead audiences to believe the post is fake, leaving them less likely to be interested in the product, the brand and the influencer.

Too many sponsored posts may make audiences believe that an online personality has sold out, working will all brands in order to make money. This can lead influencers to fail to disclose their sponsored posts in a bid to seem more authentic, however, this isn’t the best idea. 

Nothing ruins a relationship more than a lack of trust, even in the world of marketing. Consumers know when influencers are covering things up and view it negatively, seeing both the influencer and the brand as being deceitful, which can ruin the reputation of both parties. 

The Future 

These days younger audiences rank authenticity over content when it comes to social media posts, news and online content. They want to be able to trust a source before they make a purchase, find out more or even read the content that’s being shared, this is something all brands need to be aware of. 

Moving forward brands will need to consider only working with influencers who not only represent their target audience but influencers who also are trustworthy, sharing their content with full disclosure in order to be completely transparent with their audience. 

Article By
Sarah Seymour,
Published: 15th October, 2018
Categories: Marketing

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