Utilizing the power of Influencers safely
In today’s digital world, there is not a day goes by where somebody isn’t trying to sell you something, it’s a cutthroat industry out there with advertisers fighting for consumer engagement. Whether that’s via TV advertising, online streaming, online shopping, social media or even these days your favourite social personality discreetly influencing your buying options via a blog or instagram post.
In fact the latter has always been one of the most successful ways to advertise, hence why adverts always pay mega bucks for Hollywood actors to pretend to drink their favourite coffee. Influencer endorsement get your brands, products or services in front of as many eyes as possible with that influencer push giving extra buying credential.
So when does social endorsement by an influencer start to become Affiliate Marketing?
Also what problems does this throw up for both the advertiser and influencer?
First off, What is Affiliate Marketing? In general terms it is when an advertiser/company pays a publisher, individual or company to promote their product or service to the consumer. They supply this affiliate with a means to bring the consumer back to their website to complete the transaction in the form of links, banners, ads etc. The consumer then acts on the promotion of these by following back to the advertisers website to complete the transaction.
Check out http://www.uk.cj.com/what-is-affiliate-marketing for a more in-depth look into what this is.
The benefit to the advertiser is the ability to tap into the fan base or following of a specific influencer to help sell their products or services. If the hot celebrity of the moment drinks a brand new beverage, then you can be sure that their mass following will want to do the same. If they promote this themselves then sure no harm done, however if they are paid to promote by the advertiser/company then there may be a problem depending how this is done.
On the 9th of March 2017 the Committees of Advertising Practice (CAP) https://www.asa.org.uk/ released new guidelines on Online Affiliate Marketing to guide and advise advertisers and influencers on the use of this sales tactic.
Key information states the following:
- All marketing communications should be obviously identified as ads.
- Marketing communications must not falsely imply or claim that the marketer is acting as a consumer and must make their commercial intent clear.
Basically – If you are an influencer and you have been paid, then you need to state that it’s an ad.
Bonus: There is also a handy wee chart to identify when using an influencer classes as Affiliate Marketing. https://www.asa.org.uk/advice-online/affiliate-marketing.html
The main thing to learn here is that Digital Marketing works if applied correctly. Understand your needs as a business and utilize the correct tools to get the job done both effectively and lawfully.
For more info check out the above links and be sure to get in touch if you want to start your journey in Digital Marketing.