Anatomy of a Bad Post

Posted by Ami Iannone on May 20, 2016 2:30:00 PM

In Influencer Marketing

Scott Disick shows us what bad influencer marketing looks like

IMAGE_MASHABLE_COMPOSITE-LETTHELORDBEWITHYOU_INSTAGRAMSometimes we dissect post for our clients to help them better understand why a piece of content was meaningful for their brand and why it may have garnered a good response from followers. Today, we’re going to show you the anatomy of a terrible post.  You may have read this morning about the Instagram blunder committed by Scott Disick (of Kardashian proximity fame). We’re seizing this opportunity to show you exactly what it looks like when influencer marketing is done poorly and for the wrong reasons.

The dead give away is the copy/pasted caption and that’s what started this media frenzy (Buzzfeed and Mashable, among others have blogged about the post today.)

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Insincerity

The caption only highlights the insincerity of the post, which is clear through the lack of creativity and the bad brand fit. The photo quality is low—lower than the other photos on the page. This highlights the lack of creativity and effort involved with the post. If Scott was given the opportunity to think up a creative post involving the product maybe he would have been mixing up a shake with the powder, or taking a break from a game of tennis to take a swig… we’ll never know.

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The brand fit is a stretch. What are the odds that Scott really uses this random fit tea from the UK with a butt pun name?

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The timing of the post is totally unnatural. The content direction says to post at 4pm ET, but the caption talks about “starting off the morning.”

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Lack of disclosure

There’s a tricky piece of influencer marketing called disclosure. The aim of influencer marketing is to create meaningful images that show the products being integrated creatively into someone’s real life. However, influencers must disclose that they are being compensated for their posting with a phrase or hashtag in order to meet FTC guidelines. If they don’t, brands can get in big trouble.

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Meaningless audience engagement

You’re not getting this one past the audience, even without a disclosure. Here are some of the comments that show people know this is meaningless.

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We’ve said it before and we’ll say it again, at its best, spam is ineffective, at its worst, it's destructive.

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The Kardashian crew is notorious for these kinds of brand plugs. Their follower base is undeniably huge, but the quality of their influencer content is pretty low. The products aren’t featured in a meaningful or realistic way, there are almost never disclosures.

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To boot—the engagement is significantly lower than the remainder of their pages. Both Khloe and Kim’s regular posts average about 1% engagement, while their brand post engagements drop to around .75% Why? Because the point of social media is to get a look into the authentic lives of the people you follow and these photos are not authentic.

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