Managing Influencer Marketing: It pays to know the Code
Now that you have begun your Influencer Marketing journey you’re hopefully starting to reap the benefits of this powerful form of word of mouth marketing. This does not mean that you should turn a blind eye to what Influencers you hire are posting about your venue. Most notably, Influencers need to disclose to their followers that the content they are sharing about you is sponsored. Complying with established codes is essential for a sustainable Influencer Marketing strategy. And it’s important to help build a strong foundation of trust with your prospective customers at the outset.
CAP, ASA and your venue
As a venue using Influencer Marketing, you need to be aware of two regulatory bodies that monitor advertising. The CAP and ASA. CAP (Committees of Advertising Practice) writes codes that guide advertising. The ASA (Advertising Standards Authority) applies the CAP codes to advertising, yet venues are largely self-regulating at present. It is to your advantage to read the codes set out by CAP. Click here to learn more – CAP Codes. Specifically, take note of those which apply to endorsements and paid individuals (Influencers).
The main concern
The majority of venues regulate themselves well in the realm of social media. Yet Instagram has had some instances where venues have abused Instagram, posting false endorsements. Venues have also been discovered paying celebrities to endorse them. Although the celebrity Influencer has had no physical contact with the venue. Some venues have also resorted to using “micro – Influencers”. Influencers who will post what the venue wants in exchange for payments or gifts (See Swayyy Blog: “Influencer Marketing – Why Influencers should be paid for their work?). Compensating Influencers is normal, yet without regulation endorsements for a venue can mislead consumers and open the way to deceptive adverts and endorsements.
As a result, CAP has revised its standards. CAP requires an Influencer posting to use the hashtag #ad or #Spon in a clearly visible manner. Posts that use #ad are a signal to Instagram users that the advert they are viewing is a bona fide advertisement for the venue. Even though the Influencer is endorsing the advert. As the manager of your venue’s Influencer Marketing campaign, it is important to read and understand the CAP codes. They are specific in the definition of advert versus endorsement.
We can help you educate yourself and give assurance to your customers and Influencers…
How Swayy helps
Firstly, Swayy is founded by leisure industry professionals. We know just how important it is to win the trust of customers and prospective customers (especially in a leisure setting) since eating out or going away to stay in a hotel is a lifestyle choice. People will only do it if they want to it.
Secondly, Swayy can help you become compliant with the new hashtag requirements by allowing you to specify that your Influencers use the hash tag #Ad or #Spon to head their posts at the time you post your advert on our portal. Having the ability to specify that Influencers comply with CAP gives marketing managers more control over how Influencers post.
Swayy also knows the challenges that venues face monitoring their Influencer campaigns. You can easily see whether the Influencers have indeed done as you have asked and disclosed the relationship simply by going to the Influencer’s Instagram page and reviewing the posts.
In any case, by selecting this option on Swayy you shift the burden of responsibility to disclose onto the Influencer. This ought to provide a level of protection for you should the Influencer forget or choose not to disclose and the ASA pick you up on it.
Swayy is committed to helping you run an effective Influencer Marketing campaign efficiently, effectively and within the realms of consumer protection law. So much so that venues can flag issues in the Influencer’s feedback. Thus affecting the Influencer’s Feedback Score that venues give their Influencers after completing a job. On top of this you, as a venue, can also report an issue to Swayy. You can report an Influencer issue to Swayy either prior to the job being completed or after the job has been completed. Swayy can then investigate and take any necessary action against an Influencer.
Swayy vets its Influencers before they join and use the Swayy platform. Thus the quality of Influencers is such that we have never had any Influencers fail to comply with their disclosure duties.
Want to be an Influencer for Swayy? Click here for more information! Be an Influencer!
It’s about you, your venue and Swayy
Try Swayy today and let us help you find compliant Influencers, learn more about “How to work with Influencers on Swayy“. When you use Swayy you will have powerful tools to help you find the right Influencer for your particular venue. You can also advise your compliance team that we help you meet your disclosure obligations. This will keep you ahead of your competitors in the Influencer Marketing game, showing any prospective customers that come across the Influencer content shared about your venue that you are a reputable and trustworthy venue. The sort that they would like to visit soon.
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