How responsible are influencers when promoting a product or service? This is one of the main questions raised by the legal case related to the Frye Festival. An episode that has highlighted not only the power of influencers, but also the importance of drawing a clear line between advertising and reality.
Here are some influencer
marketing tools that will help you develop an effective strategy. In January 2019, two documentaries about the Fyre Festival were released simultaneously on rival streaming services, highlighting the dynamics of the event and the role that influencers played in the story. In short, this is what happened.
The Fyre Festival was supposed
to be a music festival that was supposed to take place on an island in the Bahamas over two weekends, between April and May 2017. Presented as an exclusive and ultra-luxury event, a huge media campaign was set up on social media to promote it, with influencers of the caliber of Kendall Jenner, Bella Hadid and Emily Ratajkowski.
Phone use the world cuntry,there are use dominican republic phone number library fell very good phone name is hard working for evry man ,and all probelm clear phone user .se come is smart phone second time after before good luck use the phone,so also hapy phone user.
But the entire operation, due to
serious organizational problems, turned out to be an unparalleled disaster. The attendees who arrived found themselves faced with a sort of tent city, a situation far from the luxurious accommodations they had been promised (and paid for). No gourmet dishes and international guests, just cold sandwiches and a cancelled event.
As the festival returned to the
spotlight with the release of the two библиотека пользователя базы данных телеграмм documentaries, prosecutors sought subpoenas for Kendall Jenner and representatives of other models and influencers (including Bella Hadid and Hailey Bieber) who were paid to appear in the festival’s promotional video. The celebrities were reportedly paid $5 million, and in the ensuing trial, authorities sought to determine where the money came from and how it was spent.
Why does this matter to us? As mentioned above, it matters
to us because of the role and responsibility bmb directory of influencers . One of the strong points in the funding requests to investors was precisely the extraordinary influencer marketing campaign, even if the reality of the festival was far from the illusion presented in the promotional video.
Given that hundreds of thousands of dollars were paid, the question of the level of responsibility remains. Gigi Hadid , among others, apologized for her involvement, while maintaining that she believed the festival would be true to the way it was marketed to consumers and that she was unaware of its real problems.
This isn’t the latest in a string of influencer
scandals. More recently, Olivia Jade , an influencer with 1 million followers, was embroiled in a college admissions scandal when her parents were accused of paying $500,000 to recruit her and her sister to the University of Southern California rowing team.
When negative comments on some of her videos resurfaced, criticizing her for not taking her education seriously, two of the influencer’s collaborations, Sephora and TRESemmé, quickly ended their relationship. Sephora took over the Olivia Jade x Sephora collection they had developed together and began selling it in stores.
The bottom line from Fyre Festival is that
influencers have a significant impact on how people perceive social media content , even considering it authentic even if it’s the result of a partnership with the brand. With consumers becoming more wary of social media content, it’s time to take a look at influencer marketing and work to make it more transparent.
While some are scrambling to make real-life influencer marketing more transparent, some investors are betting on companies that are “creating a new system, independent of the celebrity and scandal that defined a generation of Vine, YouTube and Instagram stars — and that’s attracting big money.” Brud, the Los Angeles-based company behind Lil Miquela , the most famous influencer avatar, has been valued at more than $125 million, with major investors including Sequoia Capital.
But what if you don’t have the resources
for this type of marketing or don’t want to work with avatars? How Marketers Seek More Transparency in Influencer Marketing In January 2018, The New York Times published an in-depth investigation into the prevalence of fake followers on social media platforms.
While Twitter and other social media platforms prohibit the purchase of followers, the investigation revealed that a company called Devumi sold approximately 200 million Twitter followers to 39,000 customers. Names on the list included actor John Leguizamo and even Twitter board member Martha Lane Fox. In the summer of 2018, Twitter announced it would be deleting suspicious accounts , and many celebrities saw their followers drop significantly.
More and more marketers are actively working to spot fraud. The ACTIVATE State of Influencer Marketing 2019 study found that 51.82% of marketers surveyed have mechanisms in place to recognize bots or fake followers , up 24.49% from the previous year. Two-thirds believe social media should take more action to combat fraud.
While Facebook and YouTube have
added settings that allow brands to distinguish between branded and sponsored content, Instagram has announced measures to crack down on inauthentic activity on the platform. This is encouraging, but there is still more work to be done. The involvement of government bodies The UK’s Advertising Standards Authority has developed a Guide for Influencers in partnership with the Competition and Markets Authority (CMA) to help influencers follow the rules that define what social media posts are considered advertising under the ASA .
If a post is considered sponsored content in the UK, it becomes subject to a set of rules, and the document serves as a blueprint for influencers to know what to do if they run afoul of the ASA or if someone makes a complaint. In the case of the United States, the Federal Trade Commission (FTC) has been issuing guidelines on sponsored content disclosure since the late 2000s.
