The Point Of Transparency

|Instagram, 2019|

This April Instagram have introduced a new feature to help its users distinguish between standard posts and paid posts. How it works is, Influencers are now expected to identify when it is they have been paid to make a post by incorporating the Paid partnership tag in their post.

The aim of the new feature is to “help creators more clearly communicate to their followers when they are working in paid partnership with a business.” – Instagram Business Blog .

Whilst I believe that this is a step towards better transparency in marketing I also have some reservations about the concept. For instance, there is a reason that Influencers have been gaining so much momentum in the social marketing sphere. Statistics show that the growth of Influencer Marking is experiential.

|Influencer Marketing Hub, 2019|

The reason being is that Influencers create a sense of product authenticity through the use of insider advocates as oppose to external advocates. So doesn’t making Influencers disclose when a post is paid defeat this purpose all together? If the point of using an Influencer is to seem “authentic”, then knowing it’s an ad will uncover this illusion all together.

|Smart Insights, 2019|

With Instagram being the number 1 channel for Influencer campaigns, it will be interesting to see how his new feature will effect the success of Influencer Marketing. Particularly when we already know that consumers are far less trusting of paid advertising compared to natural searches.

|Influencer Marketing Hub, 2019|

What do you guys think? Do you like this new feature or as marketers, do you agree that in some way it defeats the purpose?

XS

12 thoughts on “The Point Of Transparency

  1. That is a very good point, Sophie! In my opinion, if influencers do not disclose that they are being paid, knowledgeable consumers would feel more skeptical of its authenticity and possibly not buy it altogether. However if they do disclose it, it gives consumer the power to make a proper purchase judgement without feeling manipulated.

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  2. Hi Sophie, Really informative blog post. To be honest, I totally think this feature defeats the purpose of influencer marketing. Also whats the definition of “paid” for paid promotions? Like does an influencer being paid with product and or other services or good count as payment? I would have to check the definitions to be sure – but largely as consumer myself I think its best just to research yourself before buying. An influencers job is to sell – just like any other retailer. Haha sorry to go on a rant! I might be a millennial but I’m a bit over influencers (if you can’t tell!) šŸ˜›

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  3. Hi Sophie, it’s a really good point you raise because I do think a major aspect of influencer marketing is to feel authentic. I think regardless of whether this new feature is implemented or not, we should be questioning the legitimacy of what is presented before us by influencers. You can never be sure whether they are just doing it for the money. Great post!

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    1. I agree, and despite the rapid increase in the use of influencers, I feel consumers are beginning to doubt their authenticity. Hence, why so many of us are turing to consumer sharing forums for advice on products.

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