With influencer marketing on the rise, marketers need to ensure that they are following basic rules of engagement in order to be successful. As pointed out by Jayde Lovell, Director at ReAgency Science Marketing, there are 5 rules that everyone always seems to forget:
Make Good Content
Consumers follow influencers because they genuinely care about what they have to say or think about something. They don’t want ads shoved in their faces, or anyone dictating how they should look, think or feel. Keeping these five simple rules at the forefront of an influencer marketing campaign is an easy way to keep you on track.
Of course, not everyone likes to follow the rules. According to a new study, roughly one third of brands are not labeling their influencer marketing as “sponsored content” because they believe that this may negatively impact consumer trust. Brands need to understand that influencers, even though they are compensated, are still looked upon as relevant sources of content/information. It shouldn’t matter if they are tagged as “sponsored content”. If they have a strong following, consumers will still come.
Interestingly enough, the same study also revealed that 54% of consumers admitted they they do not view sponsored posts by influencers as negative. The brands that are not following the guidelines need to get their acts together and follow the rules. These rules are put in place to guide marketers. If we stop following them, it leaves marketing, brands, and advertisers looked upon in a negative way. Not revealing an ad is sponsored content could be more damaging to a brand in the long run.