The FTC’s influencer marketing policies are back in the news.
This article was originally published for SmartBrief and is re-syndicated for you here.
Americans’ trust in established institutions is at a historic low.
Currently, media and businesses are ranking as slightly more trustworthy than Congress. To say consumers don’t have a lot of faith in brands or their messages right now is an understatement.
Trust is fleeting, and brands need to make it a priority to build trust with their audiences.
It should be no shock whatsoever when we tell you that millennials hate intrusive advertising. The rise of ad-blockers and streaming content subscriptions has helped them avoid most of the ads deployed like heat-seeking missiles zooming for a young, impressionable target with expendable income.
Sorry, but it’s true. ¯\_(ツ)_/¯
Allow us to explain.
Together with our sister-site, Snapfluence, we constantly work to elevate influencer marketing from both the brand and influencer perspectives. One important piece of that is helping you understand the influencers and helping the influencers understand the brands.
You probably saw an email from us recently. We wanted to review your influencer marketing spreadsheets. Well, the response was overwhelming. Seeing the different ways that marketers are tracking the many complexities of an influencer marketing campaign was eye-opening for our team. We feel you. We’ve been managing campaigns of all sizes for years. We know those spreadsheets well… Those big, horrible, multi-page, sprawling, brain-twisting, migraine-inducing spreadsheets.
In the simplest terms, influencer marketing is a scalable hybrid between word of mouth marketing and product placement.
Allow us to elaborate...
This post is the sixth in a series of posts educating our agency partners on how to establish and cultivate the trust with their clients that is necessary for a successful influencer marketing campaign.
Even after all that we’ve written about the FTC and influencer marketing, there are still brands and influencers who just aren’t doing it right.
Some simply aren’t aware of the rules or the consequences. Others think they’re above the law, under the radar, or too cool for school and are convinced they won’t get caught. Unfortunately, both groups are in danger.