#ProTip: An already irritated customer will get angry very quickly if you don’t have a real person address their complaint.
Recently, beauty brand L’Oreal, announced that 15 digital influencers would take part in their year long program called the “L’Oréal League.” The influencers will create content and promote L’Oréal across their social channels. To take part in this program, the brand is paying influencers anywhere from $40,000 to more than $100,000, depending on reach and engagement.
I’ve been blogging for more than 6 years. One of the first things that you learn is the importance of disclosing any sponsored work in accordance with the Federal Trade Commission (“FTC”) Act, which in its most basic definition, that you have to let readers know through “clear and conspicuous disclosure” that you are getting paid to post on your blog or social media channels. It’s as simple as using “#Ad”, “Ad:”, or “Sponsored” at the beginning and/or end of your posts. It lets people know that you are posting advertisements for the brand.
Sometimes brands (and bloggers) try to get sneaky with these disclosures. They will use disclosures like “#Sp” or “Spon,” hoping to sneak by those pesky FTC requirements so their readers may not recognize that they are paying or being paid for their work. The FTC doesn’t like sneaky. Those kinds of disclosure can be deemed as an improper disclosure because it’s not clear to consumers and they aren’t able to differentiate advertising from other content.
And that’s exactly what L’Oreal and some of the digital influencers did. These bloggers used inconspicuous disclosures like “#LOrealPartner” and “#lorealleague” instead of proper disclosures.
These are not new or “small” bloggers. These are established bloggers with huge followings. These are bloggers who make up to $100,000 a deal! These bloggers know better. These bloggers were trying to skirt the system because as mentioned in the article, “An array of recent studies has shown that millennials do not respond most heavily when they know something is an ad”
Consumers are not stupid. Most people can figure out the difference between sponsored and not sponsored content. They see it enough to know. Most people also know that if a blogger is working with a brand, they’re getting paid for it.
So why would a big brand and bloggers take such a chance? I’ll be curious to see how the rest of this plays and what the brand and bloggers have to say.
Written by Natalie Hoage, Brand Manager for Wylie & Co.
Pro Tip: There’s A Difference Between Bragging and Good Business
Pro Tip: Nobody likes a bragger.
Twitter used to be one of my favorite social media platforms. It was like a never ending party, and you could always find someone to chat with in 140 characters or less.
Ever so slowly though, the party seemed to dissipate. Nobody was liking or retweeting tweets. Starting a conversation was almost impossible because everybody’s feeds were filled with links and ads. It got harder and harder to interact with such limited space – especially when links and photos take away such a big chunk of those precious 140 characters.
But this week we got good news! Twitter has announced 7 new Twitter features that will hopefully bring the party back. No more cropped photos, and attaching an image won’t be counted against your character count. You can search for GIFS and soon we’ll be able to click a “Go Live” button for Periscope!
You can check out all the changes here: http://bit.ly/1ONnAat. I think I’m most excited about being able to search for GIFS. What’s your favorite new feature?
written by Natalie Hoage, Brand Manager for Wylie & Co.
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