The world of influencer marketing has been loaded with debate about the recently updated guidance from the ASA (Advertising Standards Authority). And to say that there’s some inconsistency is a bit of an understatement! In fact, many influencers, celebrities, agencies and brands have already fallen foul of the changes to disclosure requirements.
A few months in, it felt like the right time to take a look at the impact of #ad on the PR and influencer landscape. So our Social Account Director Amy Bottrill was joined by Sara McCorquodale, CEO and founder of influencer intelligence platform CORQ, to share their perspectives on the new sponsored content regulations, some practical implications on influencer campaigns happening now - and what these legal requirements ultimately mean for the future of PR and influencer marketing.
Watch Amy and Sara’s full masterclass here.
But where to start? Here are Amy’s six key takeaways for compliant influencer marketing campaigns that deliver results:
1. Keep up with the ASA
The ASA’s definition of advertising in influencer marketing is broad, complicated, and ever-changing, so make sure you (and your agency) are on top of it at all times.
2. Ditch the demographics
Go beyond generic characteristics and look at what really makes your audience tick – what they like, dislike and laugh at – to uncover subcultures to tap into via influencers.
3. Believability is key
Uncover creators who are not just true brand fans but more importantly, people that their audience believes would genuinely buy, use, eat, go to whatever they are posting about.
4. Micro, macro, so what?
Use social listening to go beyond follower numbers and really understand an influencer and their audience. Is their audience your audience, and how can you make your strategy authentic to them?
5. The ASA is your friend
It’s an educational resource, so lean on it for advice and guidance.
6. Everything really is #ad now
If in doubt, #ad it out. From gifting to trips to partnership campaigns, the advertising rules state that everything needs a disclaimer.