Take the risk out of your next influencer marketing campaign
Jeremy Stern, CEO of PromoVeritas Ltd unpacks how to avoid falling victim to the many fallacies of influencer marketing.
Influencer marketing is growing at a rapid rate, however, this growth has made the marketing format more heavily scrutinised, with questions about legality and compliance often raised – here’s how to ensure your brand remains compliant in 2024.
“I know that half of my marketing budget is wasted, I just don’t know which half”
Lord Lever said that 100 years ago, but brands and marketers know that even today the return on investment of traditional advertising campaigns is difficult to track.
This is why there has been a huge shift to more measurable digital advertising.
Search, online and social media now account for two thirds of all ad spend, totalling $270 billion USD in 2023 and expected to surpass $300 billion USD by 2024.
The best piece of advice is to err on the side of caution and ensure that any paid-for posts are labelled appropriately.
Who exactly is responsible for these disclosures – the brand or influencer? The formal, legal responsibility lies with the influencer as after all, they’re the ones physically publishing the post.
Read the full article here performancemarketingworld.com/article/1851916/risk-next-influencer-marketing-campaign
