Influencer Marketing and Instagram
The natural disasters that have occurred in the last week have been absolutely devastating, so I hope that my readers and their families have stayed safe. Coming from Texas and attending school in Georgia, I have seen more destruction in the last week than in my life. If you are looking for a place to donate, please comment your email address, and I will send you a list of sites to donate to.
Going back to my recent blog posts, I have taken a look at two social media platforms: Snapchat and Facebook. I am researching each of the social media platforms to determine which platforms are most useful for each type of business. Currently, my study is still broad; before I dive into each industry, I am looking at the individual platforms.
Today, I am looking at and evaluating the platform Instagram. The idea that influencer marketing has led Instagram to changing their platform originated from the article "Instagram Expands Access to Branded Content Tools" found on Social Media Today (http://www.socialmediatoday.com/social-networks/instagram-expands-access-branded-content-tools). The article highlights the key tools the platform has in effort to get more people on the platform to, well, market.
The most interesting part of the article was not about how influencers and businesses are using the platform to market, but rather, the included hyperlink to an article about partnerships on Instagram (http://www.socialmediatoday.com/social-business/instagrams-rolling-out-new-paid-partnership-tags-provide-more-transparency). While I did not know much about these partnerships before this, I learned some crazy facts about influencer marketing and the violations celebrities are facing:
"90% of A-list celebrity endorsements on Instagram are in violation of rules around influencer marketing, with just 7% of sponsored content posted by the most followed celebrities on Instagram being compliant with guidelines and regulations set by the Federal Trade Commission (FTC)."
Specifically about the "Partnership" feature: "When the partners use this tag, they will both have access to Insights to track exactly how their branded content posts and stories are performing. Creators will continue to see metrics in their Instagram Insights, and business partners will see shared reach and engagement metrics in their Facebook Page Insights."
Instagram claims they are looking into it to assure the rules are being followed for this new feature, but why would they release the feature before it followed FTC regulations?
Lastly, I would like to include two interesting tips that I found on Social Media Today, regarding the use of Instagram for B2B Marketing:
1. Use fewer hashtags
2. Include multiple photos (if you choose to do this, be sure to say you did in your caption!)
I would love to hear your thoughts on Instagram's partnership feature, so please comment below.
I loved your blog post on influencer marketing on social media! I have found it really interesting how in the past year while scrolling through Instagram feeds that now it is almost all advertisements. It is really interesting to see how these bloggers and influencers who we already follow are repping products and promoting brands and trying to incorporate them into their unique voice and story that they promote of themselves.
ReplyDelete^^ sorry not sure why it is saying from unknown but that comment was from Daniela Malmstrom
ReplyDeleteI am very surprised by how few Instagram posts comply with regulations. I feel as if recently I have seen a ton of posts that #ad or now have starting saying above the posts that it is a partnership for a product. I feel as if there should be huge restrictions on this especially because celebrities have huge influences on the way people think and shop. I know that personally I could see people eat at a restaurant or talk about a store in a movie or TV show and I would be encouraged to shop there based on that fact alone. I do know that I wouldn't mind being an influencer myself! The perks for the effort put into it are incredible, sign me up!
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