Skip to main content
Instapage

Survey: Most consumers unaware that paid influencer posts are #ads

A new influencer marketing study from Open Influence shows that celebrities on social media are effective in getting consumers to buy things. However, most consumers also don’t fully understand when they’re seeing sponsored content.

The survey polled 514 US adults who follow influencers/celebrities on social media. The chart below shows that Facebook-owned platforms dominate, followed by YouTube, Twitter and Snapchat.

Just over 39 percent of survey respondents said they did not pay attention “to the brands and products that celebrities/influencers post about online.” However, the remaining majority said either they did (17 percent) or sometimes did (44 percent). Furthermore, half the audience said they had discovered a brand or product because of a third party post on social media.

Apparel, food and beverage, entertainment, beauty, tech and fitness were the top purchase categories, in order, following exposure to a brand or product on social media. Apparel was by far the leading category, however. Influencer posts were cited as a contributing factor in social media-motivated buying by 38 percent, with the great majority of purchases, at least according to recall, driven by Facebook.

This is where the survey gets interesting. Roughly half of the respondents didn’t know any of the hashtags commonly used by influencers to indicate sponsored content were denoting advertising.

Presented with #ad, #paid, #spon, #collab and #partner and asked to identify which of them indicated a post was sponsored, 46 percent said “none of them.” The hashtag #ad was most widely recognized (33 percent), followed by #paid (20 percent) and #spon (19.6 percent).

Thus a majority of consumers appear to be unaware they’re exposed to advertising in these posts. But when asked hypothetically, does knowledge that a post is sponsored “change your sentiment about that influencer/celebrity?,” 71 percent said “no.”

The hypothetical focused on opinions about the influencer. The question apparently not asked was, “How would knowledge that an influencer product post was an ad impact perceptions of the product or inclination to buy?” So we don’t know whether more clear and prominent disclosures would diminish influencer-driven product sales.

The main takeaways here are that:

  • influencer marketing on social media sells products.
  • most consumers are unaware many of these product recommendations are ads (disclosures are insufficient).
  • but large numbers of consumers might not care if the disclosures were more prominent.

The FTC recently shifted gears from a historical focus on deceptive influencer marketing practices by brands and retailers and started going after individual influencers for failing to properly disclose paid commercial relationships.



via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…