In this session...
The influencer marketing industry is now valued at over $1 billion. While brands are eagerly jumping in and adding influencer strategies to their marketing mix, this rapid growth is exposing some integrity issues for the industry - disclosure, influencers buying fake followers and using bots, and unscrupulous suppliers overstating their impact. What can the industry do together to tackle this?
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In this session, TRIBE, IAB and News UK come together to review the risks, how the industry is currently responding, what measures are required to bolster integrity, and is regulation or accreditation the best way to provide brand safety?
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What You'll Learn from This Session...
- Authenticity trumps disclosure - #ad on an inauthentic sponsored post won’t save you from audience backlash.
- The risks of engaging with top tier influencers are similar to celebrity endorsement; your brand is attached to their actions - good or bad.
- Micro-influencers who buy fake followers and engagement are very easy to spot, the tools and telltale signs are obvious and unsophisticated.
- Instagram has recently legitimised the influencer industry by introducing the ‘Paid Partnership’ tag to disclose commercial relationships and to provide insights.
- Instagram has recently legitimised the influencer industry by introducing the ‘Paid Partnership’ tag to disclose commercial relationships and to provide insights.
