when does influencer become advertiser and why should you care (smw london 2016)

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WHEN DOES INFLUENCER BECOME ADVERTISER AND WHY SHOULD YOU CARE?

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MEET THE PANEL

ALEXEI LEEHead of Social & PR

DAN EYRESocial Media & Content Manager

DEBONITA CHOUDHURYFashion & Travel Blogger

CARLA FARIADirector of Content

CHRISTIE DENNEHY-NEILPublic Policy Manager

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TOPICS WE’LL EXPLORE

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• Is paid-for content advertising, or is it an altogether new form of marketing?

• What are the ethical implications and what best practices need to be established as a result?

• Does paid-for content devalue editorial or effect the credibility of the publisher?

• How will the proliferation of paid-for content change the digital landscape for bothconsumers and publishers?

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IS IT ADVERTISING, OR SOMETHING NEW?

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• “Consumers interact with native ads 20% to 60% more than they do with standard banner ads.” (Facebook / HIS, 2016)

• “Reading a native ad headline yields 308 times more consumer attention than processing an image or banner.” (Hubspot, 2016)

• 83% of people trust recommendations from people they know, 70% trust branded content, 66% trust editorial content. (Nielson, 2015)

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WHAT ARE THE ETHICAL CONSIDERATIONS?


• “In four of the six groups shown a native advertisement, the majority interpreted the piece as an article.” (Contently, 2016)


BEST PRACTICES?

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• Clear labelling and disclaimers

• Creative freedom for the author

• In line with rest of content

• Relevant to the audience

• ‘nofollow’ links

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DOES IT DE-VALUE?

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WHAT DOES THE FUTURE HOLD?

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QUESTIONS FROM THE AUDIENCE

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Thank youGET IN TOUCH, THE KETTLE IS ALWAYS ON…

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when does influencer become advertiser and why should you care (smw london 2016)

Marketing