{"id":1113,"date":"2017-02-25T17:24:33","date_gmt":"2017-02-25T06:24:33","guid":{"rendered":"http:\/\/www.agilitycommunication.com.au\/?p=1113"},"modified":"2017-08-08T14:40:03","modified_gmt":"2017-08-08T04:40:03","slug":"new-influencer-transparency-rules-mean","status":"publish","type":"post","link":"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/","title":{"rendered":"New influencer transparency rules \u2013 what do they mean for you?"},"content":{"rendered":"
\n

Who do we (and our customers) look to when making decisions about products and services? Well, the strongest influences are these:<\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a088% of buyers<\/em><\/a> consider online reviews \u201cvery influential\u201d when making a purchase decision.<\/em><\/p>\n

\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a090% of consumers <\/em>trust<\/em><\/a> peer recommendations. Only 33% trust ads.<\/em><\/p>\n

(grouphigh.com\/social-media-influencers\/<\/a>)<\/p>\n

That\u2019s why many good marketing strategies steer us to what are called \u2018social influencers\u2019 \u2013 people who others trust to recommend products and services. Celebrities, well-known bloggers, people with recognised expertise \u2013 they can help bring in clients and sell products.<\/p>\n

Using social media influencers comes with some requirements for truth and transparency, and it\u2019s good to be aware of these.<\/p>\n

Consumer law requires advertisers to prevent misleading communication, deceptive conduct and misrepresentation, including in testimonials.<\/p>\n

Certainly testimonials need to be true. If a writer says he\u2019s visited your facility and found it a terrific place, that visit needs to have happened. But what about when you provide some reward or benefit to those who speak in favour of your work or brand? When do these rewards need to be disclosed?<\/p>\n

So far, there is no definitive answer to that (it\u2019s likely to come later via court cases), but there are a few guidelines. One is to look at what impression is created by the posts from an influencer. Is it fairly obvious that this would be a reward-based post? This person might be known to be your brand \u2018ambassador\u2019, for example. Or so famous you can\u2019t imagine he wouldn\u2019t expect reward for his services \u2013 like Usain Bolt.<\/p>\n

But if the posts give the impression of an independent, unscripted, genuine recommendation of your brand \u2013 and yet, you\u2019ve paid or rewarded the speaker, this could be a bit murky and could be perceived as misleading or deceptive. One of the ways around this is to include some tags that fairly subtly identify paid advertising \u2013 like #spon, #ad, or #ambassador.<\/p>\n

Despite these new rules and the challenges of making sure your social media and ad work stay within the law, the positive impact of using thought leaders and social influencers is so strong (88% and 90% are big numbers\u2026) that it\u2019s worth doing, and worth doing right.<\/p>\n

If you\u2019d like a hand with a strategy for boosting your brand via social influencers, Agility <\/a>can help \u2013 just give us a call<\/a>.<\/p>\n

(If you want to know more, a good resource explaining this topic comes from lawyer Stephen von Muenster<\/a>)<\/p>\n<\/div>\n

<\/div>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"

New rules in Australia require brands to be transparent about their relationships with influencers.<\/p>\n","protected":false},"author":4,"featured_media":1114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17,39,16,27,26,41,9],"tags":[61,40,58,21,77,13,60,36,10,25],"yoast_head":"\nNew influencer transparency rules \u2013 what do they mean for you? | Agility Communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New influencer transparency rules \u2013 what do they mean for you? | Agility Communications\" \/>\n<meta property=\"og:description\" content=\"New rules in Australia require brands to be transparent about their relationships with influencers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/\" \/>\n<meta property=\"og:site_name\" content=\"Agility Communications\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-25T06:24:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-08-08T04:40:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.agilitycommunication.com.au\/wp-content\/uploads\/2017\/02\/transparent.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"300\" \/>\n\t<meta property=\"og:image:height\" content=\"168\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Noelene\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.agilitycommunication.com.au\/#organization\",\"name\":\"Agility Communication\",\"url\":\"https:\/\/www.agilitycommunication.com.au\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/ascendpublicrelations\/\",\"https:\/\/au.linkedin.com\/in\/noelenegration\",\"https:\/\/www.youtube.com\/user\/ngration\",\"https:\/\/twitter.com\/noelene_gration\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.agilitycommunication.com.au\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.agilitycommunication.com.au\/wp-content\/uploads\/2014\/08\/Agility-logo-final-e1409206028172.jpg\",\"contentUrl\":\"https:\/\/www.agilitycommunication.com.au\/wp-content\/uploads\/2014\/08\/Agility-logo-final-e1409206028172.jpg\",\"width\":200,\"height\":97,\"caption\":\"Agility Communication\"},\"image\":{\"@id\":\"https:\/\/www.agilitycommunication.com.au\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.agilitycommunication.com.au\/#website\",\"url\":\"https:\/\/www.agilitycommunication.com.au\/\",\"name\":\"Agility Communications\",\"description\":\"Marketing & Communications agency specialising in aged care and disability services\",\"publisher\":{\"@id\":\"https:\/\/www.agilitycommunication.com.au\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.agilitycommunication.com.au\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/www.agilitycommunication.com.au\/wp-content\/uploads\/2017\/02\/transparent.jpg\",\"contentUrl\":\"https:\/\/www.agilitycommunication.com.au\/wp-content\/uploads\/2017\/02\/transparent.jpg\",\"width\":300,\"height\":168,\"caption\":\"The more transparent we are the more we are trusted\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/#webpage\",\"url\":\"https:\/\/www.agilitycommunication.com.au\/new-influencer-transparency-rules-mean\/\",\"name\":\"New influencer transparency rules \u2013 what do they mean for you? 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