Post by account_disabled on Jan 8, 2024 5:47:24 GMT
Influencer marketing is an increasingly crucial asset for brands when it comes to connecting with their audience. These content creators become authentic brand ambassadors and an effective way to reach more people. However, the opportunities offered by this sector are accompanied by some shadows in the form of risks for brands . Although there is more and more regulation regarding influencer marketing - such as the Code promoted by AUTOCONTROL and the Spanish Association of Advertisers (aea) - the number of creators who do not comply with the rules when publishing their advertising content is very high. . According to research published by the Complutense University reported by eldiario.es , 93% of the advertising publications made by 25 prominent fashion influencers in Spain hide the fact that they are sponsored content .
Illegal or misleading advertising «The results show the use of these recommendation techniques as illicit or misleading advertising , which requires a legal regulatory framework and awareness of the self-regulatory Phone Number List bodies and the networks themselves to fill these gaps and guarantee the quality of communication between brands and public," the researchers point out. Specifically, of the 750 publications analyzed, 75.46% show advertising content and provide a direct link to the profile of the brand or brands . On average, 1.7 brands are tagged per post. However, only in 6.52% of cases is it specified that the content is advertising, and in these publications they use the hashtag #ad to indicate this. Of these tagged brands, 68.14% belong to the fashion sector , although influencers also mention travel agencies, restaurants, jewelry brands, cosmetic charities, car brands, photo cameras and beverages.
In Spain, 68% of social media users follow influencers The average age of the main fashion influencers in our country is 28.6 years and 92% are women. The 25 content creators analyzed have an average of 816,648 followers, 32,410 likes and 487 comments per publication . According to the Interactive Advertising Bureau in 2019, in Spain 68% of social media users follow influencers , especially women and those under 46 years of age on Facebook and Instagram. Furthermore, data from BrandManic (2018) reveals that 32.3% of marketing professionals have allocated between 3,000 and 10,000 euros to influencer marketing, 30.6% between 10,000 and 50,000 euros, and 11.3% % more than 50,000 euros. The study was carried out before the publication of the AUTOCONTROL Code and the AEA . You can consult in detail the new rules that regulate the sector at this link .
Illegal or misleading advertising «The results show the use of these recommendation techniques as illicit or misleading advertising , which requires a legal regulatory framework and awareness of the self-regulatory Phone Number List bodies and the networks themselves to fill these gaps and guarantee the quality of communication between brands and public," the researchers point out. Specifically, of the 750 publications analyzed, 75.46% show advertising content and provide a direct link to the profile of the brand or brands . On average, 1.7 brands are tagged per post. However, only in 6.52% of cases is it specified that the content is advertising, and in these publications they use the hashtag #ad to indicate this. Of these tagged brands, 68.14% belong to the fashion sector , although influencers also mention travel agencies, restaurants, jewelry brands, cosmetic charities, car brands, photo cameras and beverages.
In Spain, 68% of social media users follow influencers The average age of the main fashion influencers in our country is 28.6 years and 92% are women. The 25 content creators analyzed have an average of 816,648 followers, 32,410 likes and 487 comments per publication . According to the Interactive Advertising Bureau in 2019, in Spain 68% of social media users follow influencers , especially women and those under 46 years of age on Facebook and Instagram. Furthermore, data from BrandManic (2018) reveals that 32.3% of marketing professionals have allocated between 3,000 and 10,000 euros to influencer marketing, 30.6% between 10,000 and 50,000 euros, and 11.3% % more than 50,000 euros. The study was carried out before the publication of the AUTOCONTROL Code and the AEA . You can consult in detail the new rules that regulate the sector at this link .