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The rules behind influencer marketing

  • Opinion
  • February 1, 2018
  • The Register team
The rules behind influencer marketing

Influencer marketing is increasingly becoming the advertising tool of choice. Yet despite lax rules surrounding most social media posts, there are still rules and regulations when it comes to retailers using influencers. 

Like any advertising discipline, there are set guidelines that need to be followed in order to comply with advertising standards. These advertising standards are set by the platform in which the campaign is posted upon.

Most social media platforms in which influencers operate have similar standards of advertising and what must be done to comply with their own set of regulations.

Influencer marketing can either be done solely through the individual or through a company such as The Social Club which handles payment and contracts.

The initial stages of contact and planning is decided by the retailer, as well as who they chose to support their brand's campaign. After that, a few rules are necessary when it comes to posting, and a lot of responsibility falls on the retailer to make sure they are being followed.

When using influencers, retailers must ensure the poster has specified that what they're posting is a paid promotion. This means either stating it within the caption or hash-tagging along the lines of ‘ad’ or ‘paid’.

Misleading statements or a vague notion as to whether it is sponsored or not can result in their being reported for breaching advertising standards on that platform. Influencers are also required to pay GST on any payment received from advertising agencies or individual retailers.

If going through a platform, brands are required to keep all personal information about an influencer or requested campaigns obtained through the platform confidential.

Advice for retailers using influencers:

1) Make sure that your chosen influencer suits your brand essence.
2) Base payment upon the success of the collaboration.
3) Keep an eye on the post's performance and statistics.
4) Make sure the caption is clear and agreed upon.  

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Bonnie Brown’s Blooming ‘Brella: Winner of the Blunt + Idealog + Generator umbrella experiment

  • News
  • May 25, 2018
  • Elly Strang
Bonnie Brown’s Blooming ‘Brella: Winner of the Blunt + Idealog + Generator umbrella experiment

The grand winner of the Blunt + Idealog + Generator umbrella experiment has been announced – congratulations to Bonnie Brown of Studio Bon, who will see her design turned into a limited edition Blunt umbrella. Watch this space for details on how to buy one in the near future, or get your pre-order in now. In the meantime, we chat with Brown and have a closer look at her winning design.

Read more
 
 

Save money or save values?

  • Opinion
  • May 25, 2018
  • Courtney Devereux
Save money or save values?

As the next generation become top spenders, it is up to them to communicate their values to the market. Below you’ll find examples of local, ethical, mindful and sustainable retailers to support, well also upgrading your wardrobe.

Read more
 
 

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  • News
  • May 25, 2018
  • Sarah Pollok
#Trending: Shop to showroom

Stores are starting to display only sample products are on the rise. Sarah Pollok looks into the new showroom experience hitting our retailers.

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Debunking diversity myths surrounding hiring practises

  • Opinion
  • May 24, 2018
  • Rose Lu
Debunking diversity myths surrounding hiring practises

Flick Electric software engineer Rose Lu has often been the sole woman or sole non-white person in the room in her career, and recently assisted with Flick's hiring process for new engineers. Here, she shares some key learnings on how to hire for diversity – and how to get around the obstacles that often pop up.

Read more
 
 
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