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No evidence disclosure hurts Influencers: Instagram


No evidence disclosure hurts Influencers: Instagram

A senior Instagram executive says there is little evidence that sponsored posts don't perform as well as regular posts and transparency on partnership content is key to building trust.

Instagram fashion and beauty partnerships manager Kristie Dash has said influencers should not be afraid to label as 'sponsored' as more attention comes on the disclosures made by users when partnering with brands.

"Nobody wants their feeds to feel like one big ad and so, I get why there is a hesitancy [about being transparent with posts]. At the end of the day, if you're not being transparent with your followers, you'll lose trust over time," Ms Dash said.

Ms Dash, who is based in New York and manages the Instagram team working with beauty brands and influencers, was in Australia last week for social media workshops with local small businesses.

The Age and Sydney Morning Herald asked Ms Dash whether Instagram needed to do more to ensure adequate disclosure of business partnerships given recent news that influencers have been under scrutiny by regulators in Australia over the level of disclosure they have given to consumers when promoting cosmetic dental products like Invisalign.

She said the platform had clear tools and guidelines to guide creators on what information to give their followers about sponsored deals.

"It is our job to educate the industry on how to use those tools," she said.

Ms Dash acknowledged that influencers may have concerns about appearing authentic when creating sponsored content. She argued that if an influencer felt concerns about being authentic and was reluctant to be clear in partnership posts, they should rethink their agreements with brands.

"That kind of speaks more to the brands that creators are choosing to partner with. And if there's that kind of concern... if it's a brand that doesn't feel authentic to you, then maybe it's not the best decision to partner with [them]," she said.

"We have no data to prove that sponsored posts don't perform as well as regular posts and we really, really encourage creators to be transparent about labelling when content is sponsored or a partnership."

Instagram been focusing marketing efforts in Australia in recent months, launching a multi-million campaign in the local market last month.

Ms Dash said local brands were creating compelling content on the platform, with companies like Frank Body and Go-To skin care creating strong voices and "visual signatures".

"They have very specific or easy to identify voices that when you're going through your feed, you can kind of quickly tell it's a post from that brand."

credit to: https://www.smh.com.au/business/small-business/label-ads-or-part-with-brands-instagram-beauty-manager-20191022-p5334f.html