Do you trust what influencers post online?
If you do, you may be in the minority.
A new survey carried out by the Advertising Authority of Ireland found just 7% of people have "great trust" in influencers posts on social media.
Sponsored content needs to be ‘Clear, Meaningful, visible’ @TwomeyO @The_ASAI ‘Spell. It. Out’ #influencermarketing pic.twitter.com/YAvFxGpl2n
— Cathy Moore (@mooreconnects) February 23, 2021
Nearly three quarters of respondents to the ASAI survey said they recognise influencer marketing.
Two thirds were able to recall tags on branded posts such as the hashtags 'ad' or 'spon' when reviewing what to buy online.
It's just as well we're becoming more eagle eyed as the industry experts says business is booming.
Influencer marketing advisor Scott Guthrie said its grown 20 times size it was in 2015.
"Last year it was worth $10 billion dollars."
"By the end of next year it will have leapt to $15 billion."
However there were many bugbears found with influencer advertising.
57% say too much branded content was annoying, while nearly 3 in 5 felt the same way about edited photos.
Despite some of the negatives, 42% of those surveyed believe influencers are more responsible with advertising than they were three years ago.
Transparency Is Key To Establishing Trust With Followers
Orla Twomey from the ASAI says influencers need to gain the trust of their followers.
"If an influencer decides that they're going to review a product on their own that's fine."
Really informative session on #InfluencerMarketing from @The_ASAI this morning. Excellent and timely takeaways re: trust, integrity and longevity. Very effectively summarized by @Darrenken “Trust is a byproduct of integrity”.
— Caoimhe Flanagan (@CaoimheFlan) February 23, 2021
"The brand don't have any knowledge or control over that."
She says if there is any communication between the two brands that can change.
"When the two parties are talking to each other they are engaged in an marketing and communication campaign of sorts."
"They need to put transparency at the core of that."
