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Instagram Adds New Branded Content Options, Including Branded Content Tags in Reels

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With Instagram putting more emphasis on Reels as it seeks to combat the rise of TikTok, a key area where Instagram can best its rival is in monetization, and offering more lucrative brand partnership options and processes, in order to help users make money from their clips.

Instagram has a more advanced systems in place for such, and furthering this, today, Instagram is adding new Branded Content Tags for both Reels and Live to expand its revenue options for creators.

Instagram Branded Content tags

The new tags will mean that creators can formulate more deals with brands, and generate revenue immediately from their Reels content. And if more of them can make more money on Reels, and Instagram can get them similar levels of exposure, maybe that will be enough to stop them straying to TikTok in the first place.

In addition to this, Instagram’s also adding a new process which will enable brands and creators to work collaboratively on Instagram content creation, as opposed to brands having to promote a pre-existing post.

Instagram Branded Content request

As explained by Instagram:

“Until today, Branded Content ads could only be created by promoting the existing posts from creators. Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads.”

The process enables advertisers to post from a Creators’ account – which could be problematic, but creators will maintain the capability to both approve and pause any ads published from their handle.

The process will work like this:

  • Advertisers sends request for Ad Creation Access
  • Creator accepts Ad Creation Access. Notification sent to the advertiser upon acceptance
  • Creator receives notification of the created ad for their approval

That makes it a more collaborative, hands-on effort, and the added exclusivity could lead to bigger promotions and partnerships.

Instagram’s also changing its rules around Branded Content in Stories and Branded Content posts which include product tags.

For Stories, Instagram says that Branded Content ads in Stories will now be able to include tappable elements:

“…such as @mentions, location and hashtags. We want brands to have access to organic Stories’ creative that is native and authentic to the Stories experience.”

Brands will now also be able to promote branded content posts with product tags.

“Until today, branded content posts from creators that included product tags were not able to be promoted. Now brands can get more value out of this content that makes it easy for people to shop directly from creators that inspire them.”

The new tools provide more opportunities for influencer collaborations, which, as noted, could help give Instagram a leg-up over TikTok in terms of facilitating revenue generation for its stars. 

TikTok is working on the same – it’s building its eCommerce tools, which have been a big part of its success in China, while TikTok also has its own Creator Marketplace to facilitate brand collaborations.

But Instagram, which generated around $3 billion in revenue last quarter, is in a better position with its ad tools and processes. Facebook’s more mature advertising and revenue stream means that it can offer more value for creators to generate money from their efforts, and while TikTok is reportedly on track to reach a billion users in 2021, if its biggest influencers can make money on Reels instead, that could become a problem, if TikTok fails to move fast enough.

Which, in itself, will be a challenge. TikTok is still embroiled in an ongoing negotiation over its potential sale to a US company, and the longer that drags on, the harder it is for TikTok to solidify its revenue streams, and clarify its processes for creators. 

It’s still developing its various tools in this respect, but TikTok will be hoping for some clarity around its situation soon, which will then enable it to keep building – as Instagram continues to stack its offers to lure TikTok stars across.

Socialmediatoday.com

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Social Responsibility And Ethics In Influencer Marketing

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Social Responsibility And Ethics In Influencer Marketing

Chief Growth Officer (CGO) at HypeFactory, a global influencer marketing agency.

It’s no secret that influencer marketing popularity has skyrocketed over the past couple of years, and partnering with influencers isn’t a new concept. Just over the past year, the industry was valued at $16.4 billion and still keeps growing, with a whopping revenue forecast of $143.10 billion in 2030.

Since the beginning of influencer marketing, people have talked about how influencers and social responsibility fit together. It stands to reason that influential people would use their large fan bases to help others. However, when influencers and businesses collaborate, they each have specific responsibilities to the communities in which they operate.

Sponsorship Transparency And Gender Stereotypes

One of the most critical skills for an influencer is honesty. Influencers base their marketing strategy on being genuine and sharing personal tales and thoughts with their target audience. They are not celebrities living in a bubble of fame that very few of their followers will ever reach; instead, they live lifestyles that are reachable and use items that their viewers would find helpful. This approach has significantly contributed to their immense level of success.

However, many influencers don’t play by the rules, especially when it comes to impressing brands they’ve made deals with, even though transparency is essential to the sustainability of an influencer’s career. Because of this, many people would think that the most important ethical issue in influencer marketing is sponsorship disclosure.

The United States Federal Trade Commission (FTC) and the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) in the United Kingdom have all put out rules about how influencers should be honest in their posts and about their relationships with brands. If you disobey the regulations, you risk facing penalties, fines and legal bills. You also risk losing the trust of your customers for good.

Moreover, when doing influencer marketing, it’s essential to consider gender stereotypes and how people usually think men and women will act in different situations. The Committee on Advertising Practice (CAP) has said that since June 2019, marketing materials could no longer show men and women in ways that are based on stereotypes. These rules state that ads “must not use gender stereotypes that are likely to hurt or offend a large number of people.” Great campaigns, like Nike’s “Dream Crazier,” have challenged gender preconceptions.

Improving Influencer Marketing’s Reliability And Authenticity

Authenticity is essential in influencer marketing. People listen to influencers who are honest and relatable. In addition to the moral problems I mentioned above, brands and influencers must also follow FTC rules, community guidelines and terms of service on social media platforms.

Based on my experience as a chief growth officer at a global influencer marketing agency, here are some things brands must consider for influencer partnerships that are authentic and reliable.

Outline—and stick to—the ethical principles that your brand stands for.

Before you can begin your search for the ideal influencers, you must first understand the core principles of representing your business. Most businesses start by determining their values and ethics early on. They then use these to build their brand identity. It’s up to each company’s brand to decide where they will draw the line and how they will show their core values on social media.

However, consumers place a high value on consistent honesty. Customers are likely to call out your company for being hypocritical if it says it wants to fight racism but then partners with an influencer who has a history of making small slights against people of color. Or if your company promotes equal pay yet pays female influencers less than it does male influencers, contributing to the continuation of the pay gap between male and female influencers.

As a result, you will likely lose the trust of these customers.

Collaborate with real influencers.

One of the most effective ways to stick to influencer marketing principles is by collaborating with real-life influencers. Choosing the right influencers is crucial for building consumer confidence in your product.

Determine which influencers are authentic and have credibility with your intended audience. Specifically, it would be best to look at how many people engage with their content and how good it is. Even though engagement numbers are essential, they only tell part of the story about an influencer’s reliability. Please pay close attention to their writing style, the brands they’ve worked with, the accuracy of their reviews, etc.

Develop a long-term partnership.

When you’ve found a group of genuine, influential people with whom you can collaborate successfully, it’s crucial to keep in touch with them over time. Even if they are paid to review a product, genuine influencers always give honest opinions. Because they follow all the rules, the spectator can have more faith in them.

Consequently, after a shortlist of influencers has been compiled, you should perform authenticity checks. Check their content feed for branded articles. Make sure that any disclaimers you find adhere to the first point’s disclosure guidelines. Consistently partnering with the same influencers demonstrates to customers that you value their brand’s success just as much as they do, which can increase consumer confidence in your business.

Slutsats

Authenticity serves as the cornerstone of the influencer marketing strategy. Influencers earn the trust of their followers and become successful when they always provide high-quality, authentic, relatable content.

In addition to the concerns over the morality of influencer marketing, brands and influencers must follow the criteria established by the FTC and the community guidelines and terms of service based on social media platforms. You can shield your brand from potential ethical and legal difficulties and still enjoy success with influencer marketing if you are aware of the expectations and follow certain best practices.


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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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