what is it and how to act? – WAU
Digital influencers are increasingly present in companies’ marketing strategies. With high power to generate engagement in their thousands (or even millions) of followers, influencers have been used to launch products and publicize the brand. However, what appears to be a great action can become a pain in the neck. […]
Digital influencers are increasingly present in companies’ marketing strategies.
With high power to generate engagement in their thousands (or even millions) of followers, influencers have been used to launch products and publicize the brand.
However, what appears to be a great action can become a headache. It turns out that veiled advertising is prohibited and can cause serious damage to the image of those responsible.
If you want to know what veiled advertising is and how to avoid it, building good dissemination strategies, continue reading this post:
What is veiled advertising?
To explain this term, let’s use an example.
A company is launching a new product and is looking for ways to achieve high visibility. She identifies a digital influencer who is already in her niche market and asks him to advertise his products in exchange for a payment.
The influencer, who already has a legion of followers, creates a post on the social networks showing the product and encouraging its use, as if that item were for your own consumption, without showing that it is a job.
This is veiled advertising.
Whenever a company pays an influencer to advertise, the published material must have an indication that it is an advertisement.
On Facebook or Instagram, for example, the influencer can use the hashtag #publicity.
By not indicating that it is advertising, the London Code of Advertising Self-Regulation (Conar) may intervene, as it is not a legal strategy.
So, is it bad to use influencers in the campaign?
No! Using digital influencers in the campaign is a good strategy, but you need to be cautious and understand how this action should work.
A digital influencer has a high power to engage your audience and encourage action or thought.
He can get a topic or brand up for discussion in a quick amount of time. With these possibilities, companies saw their great potential.
But you have to remember that, when a brand triggers an influencer to use its capabilities, it’s not a spontaneous medium, and that should be very clear to the public.
The character cannot simply recommend a product, giving the impression that he is a consumer, if he is being paid for it. Such an action would tend to deceive your audience.
One case that won the media spotlight is that of fitness blogger Gabriela Pugliesi. She maintains a blog called Tips4Life, in which he gives several health tips.
Thousands of followers follow the posts and are affected by the referrals. In some posts, Pugliesi commented on some products and did not include the indication of being an advertisement.
This action led some consumers and even followers to report the case to Conar, which opened an investigation. In his defense, Pugliesi said that this is not a publicity, who actually uses the products and made personal comments.
This case shows the importance of evaluating your strategy in counting on the influencers. It is not bad and has several advantages – but as long as the strategy is well planned and the right person is chosen for the disclosure, obeying all the rules.
What are the advantages and disadvantages of having influencers in the campaign?
Now, let’s show the positive and negative points in using the power of influencers:
- high engagement in content;
- high brand visibility;
- attracting new customers;
- boosting sales;
- better positioning in the market.
- possible public refusal, as it is not a spontaneous media;
- possible lack of knowledge by the influencer about the target audience and the company’s products or services;
- lack of alignment between the influencer and the brand identity;
- risk of poor brand exposure.
How to use influencers and not fall for veiled advertising?
You have seen that the power that influencers have can be very useful for companies, but it must be done with great caution so that it is not considered as veiled advertising.
So, let’s give tips on how to use influencers correctly, without taking the risks of the disadvantages we have listed.
Research your niche influencers
When using a person who is not in your market or who does not know the characteristics of your audience, they cannot have authority to refer a product or service.
And when that happens, the public may react differently than expected, refusing the nomination.
The ideal is to work with an influencer who is already inserted in the context of your brand. Thus, he will already know the characteristics of the public and will have authority to talk about it.
Do not force a contact
Influencers should have an interest in promoting their products. Contact with them should not be forced; otherwise, the work can be done carelessly and passed on to consumers.
For example: you can send a sample of the product to a youtuber and ask for their sincere evaluation, which raises the positive and negative points.
Check the history
The use of influencers by companies is becoming very frequent. Then, it is possible to evaluate how each has acted.
Check that the ads contained the indication of advertising, following the established rules.
Otherwise, there was veiled publicity, and that influencer may not be appointed to do the job.
Covers advertising indication, if applicable
If you want to use an influencer, paying or giving some return for the promotion of a product, demand that the rules are respected and that all generated content make it clear that it is advertising.
For this, the influence can report in the text or, if it is the case of a photo on Instagram or on Facebook, use a hashtag with terms related to advertising.
Now that you know what veiled advertising is and how to act, check out our post on Gary Vaynerchuk, one of the references when it comes to digital influencers!