The Incorporated Society of British Advertisers (ISBA) has just launched a new code of conduct for influence marketing, with the aim being to raise standards, deliver transparency for consumers and smooth relationships between industry players.
While not a set of rules and regulations, the code is intended to serve as a guide to best practice for this form of advertising.
Key aims are to be clear on the need to disclose when ads are ads, committing not to using photo filters and misleading editing techniques, backing influencers to deliver honest opinions, promoting diversity and inclusion, and setting out how all participants can work collaboratively on campaigns.
Big-name brands have already signed up to be supporters of the code, including Britvic, Lidl, L’Oreal, Made.com, Specsavers, Paddy Power Betfair, PepsiCo, Specsavers and Tesco.
Phil Smith, director-general of the ISBA, commented on the launch, saying: “Influencer marketing is a powerful tool. In a world where advertising has suffered from a loss in trust, and where consumers are more likely to believe in the recommendations of a peer or ‘someone like me’, influencer campaigns offer the chance for individuals, agencies, and brands to work together, using new platforms to reach audiences in engaging ways.
“At its best, influencer marketing allows for authentic, personalised ads, delivered in a transparent way. However, if done incorrectly, it can cause reputational damage to influencers and brands alike.”
Keeping up to date with all the latest trends is also key when it comes to influencer marketing and this year and beyond will see micro and nano influencers really coming to the fore.
In addition, we’re going to see video content increasing in popularity, as well as cause and issue-related marketing… all of which could help give your brand a serious boost in followers and engagement.