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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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