Liav Raphael Chen (PR photo)
Authenticity is the spring that springs forth in the world of online influencers. This is the way for the influencers to generate a loyal and active audience on the various networks as well as the way for brands to find the best influencers to work with – to get the highest return on investment.
In fact, authenticity builds the necessary trust between the parties, influencer, follower and brand to succeed in the goals of the various activities. Due diligence is an integral part of creating this trust, ignoring it – often is the beginning of all problems.
Public Disclosure: Earlier this month, one of the world’s most well-known influencers, Kim Kardashian, got into trouble with the US Securities Exchange Commission SEC because she did not do enough to inform her social media audience (tens of millions of followers) that a post she made was intended to promote one of the currencies. (crypto) existing in the market. As a result, the most famous daughter of the Kardashian dynasty paid a $1.26 million fine to the SEC. And it’s not worth it – because it’s more than a million dollars compared to what she got for the advertisement.
Closer to home, Avichai Mandelblit as a legal advisor to the government also determined that the essence of advertising must be stated in every marketing move. The network influencers easily adopt these rules and have found authentic ways to incorporate them into all publications.
So, where should we improve? Due diligence for the brands, for the marketing person, the task of the influencers is not easy at all. It is clear that you should work with them and it is clear that they generate value, but you still hear in the local market the insecurity, fear and past burns from the paying side of the equation. The reason is simple, on this side – there is no Mandelbit.
More in-
The technology in the field has already made transparency a basic requirement, the management of influencers more efficient and simpler, but what do you do when there is no technology that can reflect the route of money from the bank account of the brand to the bank account of the influencer? Influencer representation bodies are in constant conflict. which negatively affects the goals of the campaign. On the one hand, the good influencers are signed and they must be “fed” at work regularly. And on the other hand, working with brands that have diverse needs that require different influencers – different audiences and different content. In such a reality, it is never possible to provide the optimal ROI by choosing from a limited supply of representatives.
In the US, of course, there are solutions to the issue, from a results-based affiliation model to the transition to direct brand work with influencers using smart systems. In conclusion, in Israel there are over 30 thousand network influencers. They will not go anywhere – if anything, we will get used to more social networks, and more talents As marketing and brand managers, it is important to adopt an approach that works for the benefit of the campaign, starting with a relevant and careful selection of influencers, starting with an offer that is not limited in any way.
The writer is CEO and co-founder of Humanz.
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