Getting it Right with Influencer Marketing, the ASA, CMA, and CPRs

By Paul Herbert, Partner at Goodman Derrick LLP, Influencer marketing is an increasingly common component of brands’ marketing strategies. Its inherent effectiveness is that it is seen as a more natural form of marketing and can allow brands access to previously inaccessible audiences. However, those very qualities can also create problems, particularly around transparency. Brands need …

Unconscious bias in influencer marketing

Why accepting unconscious bias in influencer marketing is not just ethically wrong but is a lost opportunity for brands to engage with wider groups. We’re all the product of what we’ve seen, what we’ve read, where we’ve visited, what we’ve listened to, where we grew up, who we hang around with, the manager who mentored …

Behind the scenes of #ad: the trust gap between influencers and brands

By Adam Williams, CEO of Takumi, The influencer marketing industry is under greater scrutiny than ever before. Question marks remain over authenticity, resulting in mounting criticism from consumers. Just a few months ago, fashion influencer Marissa Casey Fuchs ‘surprise’ marriage proposal was revealed to be a pre-planned series of brand partnerships. Yet a lack of trust between …

Like for like: New, caring Instagram or PR stunt?

By Ollie Tunmore, Magenta Associates, In an online world governed by a new business model of ‘influencers’, Instagram, one of the world’s leading social media sites, recently announced that it will trial hiding the number of likes on posts. The social media giant, which is owned by Facebook, announced the news on 18th July, citing …

Why Instagram is really hiding likes

Facebook’s fear of government-imposed regulation and reducing the threat of being broken up are drivers for why Instagram is really hiding likes. Instagram has caused a brouhaha by extending its tests on hiding likes. Mainstream media and trade press alike have piled in with conjecture pieces asking whether the move signals the end of influencer …

Influencer spend up 83% says report

Influencer spend in the US and Canada is up 83% year-on-year according to a report. Do the figures stack up though? Spend on influencers has jumped 83% year-on-year in the the US and Canada. Brands in Q2 2019 paid social media influencers a total of $442 million according to new research by Instascreener (formerly known as Points …

Influencer marketing’s indecent proposals

Recent ‘fake’ engagements by influencers show context collapse and authenticity as performance art. So, it appears that fashion influencer, Marissa Casey Fuchs pimped out her wedding proposal to the highest brand bidder. Or, at least, her fiance Gabriel Grossman did. How do we know? The pitch deck for the ‘campaign’ has surfaced. It became the focus of yet another, …

Why PR should lead (not own) influencer marketing

As influencer marketing matures it needs better leadership not ownership by any one creative industry. PR has a core role to play in helping lead the discipline. Influencer marketing is forecast to be worth up to $10bn next year. So says MediaKix’s well-worn forecast trotted out in countless articles and keynote speeches. Last year $5bn …

Influencer marketing after Instagram

Are there long-term downsides to Creator accounts, Checkout, and branded content ads? What are the alternative approaches and platforms? Instagram is the current powerhouse platform for B2C influencer marketers. The image-led platform boasts a billion monthly active users.There are 500 million daily active Stories users. Sixty per cent of users  seek out and discover new products on …

What if Instagram hid follower numbers?

How would influencer marketing change if Instagram hid follower numbers? Would content quality improve? Would power switch from the creator to the platform? Would scenario analysis help firms anticipate change? Last month I reported on Instagram testing a new feature which shields audiences from the number of likes a post receives. I then gave five potential implications …