The not so glamorous side of social media influencers
In a first of its kind decision, the Advertising Standards Authority have upheld four complaints against New Zealand social media influencer, Simone Anderson. News story here.
And of course, then there’s the furore about celebrity chef Pete Evans after he appeared on glam couple Matilda and Art’s podcast – and his ‘unusual’ views on all things COVID-19. All the deets here.
We’ve worked with influencers quite successfully on a number of different campaigns, so we’re not saying don’t use them. What we are saying though, is that like everything to do with your brand and reputation, tread carefully.
The rise in popularity to use influencers has led to new rules and regulations being made on the go. For example, influencers now have to declare when they are a brand ambassador, promoting a gifted product or sponsored by a brand. If they don’t, then they quickly land in hot water (ask Simone).
You also need to do your homework – like, really do your homework. Listen to an influencer’s podcasts, trawl their posts and find out who they really are and what they stand for. Do they have an authentic, genuine voice? If someone is going to be promoting your brand, are they the type of person that you want associated with it? Asking sweary Gordon Ramsay to promote a brand of baby food may not necessarily go well.
In short, ensure you have a robust strategy for your brand and dealing with influencers. It needs to be crystal clear what the influencer will receive, and what you will receive in turn. You also need a risk assessment and a plan if something goes awry.
We’re not saying don’t use influencers, far from it. Just make sure your brand is making headline for all the right reasons.