You are cooperating with an influencer? – mark it down!
According to LifeTub and IQS surveys it is worth marking the cooperation between a brand and an influencer. It turns out that a clear message, watermark or hashtag dramatically affects the perception of such a message by the recipient. If this person is to become a customer of the company, it is worth making them aware of this, which will directly contribute to increasing trust in the product promoted through the posts.
As we wrote in an article, according to Kantar, users are no longer as uncomfortable with display ads in the digital environment. Information certainly fetching for any marketer. The Media Reactions report also indicated the growing importance of podcasts on the market, and how influencers are dividing up a big piece of the pie. – “This may reflect the influencer industry’s efforts to grow up, with increased regulation, a new breed of agency and more structured systems and processes for creating, scaling and measuring influencer campaigns.”. – said Kantar.
Tagged posts are more credible!
Less than 70 percent. 67% of respondents indicated that they see sponsored posts from the influencers they follow. This is usually done through hashtags. Media site.lttm.pl cites though: #ad #con #cooperation or #advertising. Most of the top influencers have been working together for a long time. They realize how important the trust of their fans is, so transparent information about ads is an important element of this strategy – says Kamil Bolek, CMO LTTM (LifeTube, TalentMedia, Gameset).
The reason for this action, of course, is increasingly greater awareness people about the Internet and the content they find there, but not only. Among the increasingly discussed social topics are also issues of promotion and all kinds of activities that are directly called “marketing tricks”. The creators, not wanting to lose the trust of their audience, more and more often directly and openly declare which materials were created in cooperation with a given brand, and for which they receive remuneration.
It is a clear situation for both the influencer and the potential customer of the product. The recipients of influencers are most often their followers, admirers or simply fans. This means that most of them do not feel any inner resistance to trust the posts promoted by their idols, as the data clearly shows.
According to the research conducted by LifeTub and IQS agencies, 54% trust posts marked as sponsored. respondents, of which 17 percent. indicates that for them it is definitely more credible, compared to 37%., who are not so sure, but are still willing to trust influencers. This is a big difference between those who do not trust such content (22%) and those who do not trust it (22%).) and strongly disbelieve them (6 percent.). So we have among the group of respondents 54 percent. People who trust content marked as sponsored, 28 percent. Not quite willing to believe them and 18 percent. people who were not able to tell that they were on either side of the barricade.
The survey also revealed that 17 percent of the respondents. Most of the top influencers have been promoting their products for a long time. The same survey, however, also reveals a more positive message, as those who have been encouraged to buy by such a message are 55 percent., surveyed. From this short conclusion we can conclude that people who feel encouraged by influencers through sponsored content are three times more likely to be discouraged. Consumers are still willing to reach for brands and products recommended by influencers and they are not ashamed of it. What’s more, among 28% of. Other people who appear undecided brands have the potential to win them over. Like politicians fighting for an undecided portion of the electorate, companies can compete for the attention and satisfaction of those very people.
– There is still a large percentage of Internet users who either have not seen commercial cooperation in influencer posts or who do not have an opinion on this type of cooperation. Both of these groups can of course be the same. Widespread tagging of posts and regulation would certainly increase credibility and trust in the industry as a whole – says Beata Sadowska, PR&Marketing Manager at IQS.
Influencer marketing is a very fast and convenient tool for promotion, especially considering the fact – how engaged and profiled the audience community can be. In theory, it’s a perfect money-making machine. However, people are not so lacking in intelligence that they cannot see the nuances of poorly conceived product promotion. This is shown for example by the scandals, which commentary channels on youtube unleashed when influencers cheat their audience. It’s not difficult to get a so-called “scam”. scam, and promoting harmful content or products will eventually take its toll. With the use of influencer marketing comes the question of the influencer’s responsibility for what they choose to promote and the brand, which is responsible both for the advertising message, the relationship with the influencer, but above all the product they are trying to offer!