Influencer marketing

How to measure the ROI of influencer marketing by placing it within the context of paid media

Influencer marketing exists in a fuzzy space as a creative and media asset, but also a public relations activity. If you were to draw a Venn Diagram of the three marketing sectors, influencer marketing would sit neatly in the overlapping middle.

This ambiguity is the biggest roadblock to the maturation of influencer marketing. How do you make clear decisions about who’s responsible — let alone budget allocation and strategic value — when you’re not even sure where influencer marketing fits in?

Influencers face crisis of confidence in light of CMA investigation

Last week, the Competition and Markets Authority (CMA) announced that it has launched an investigation into influencers who fail to disclose that they were compensated to post content on behalf of brands.

“Social media stars can have a big influence on what their followers do and buy. If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it,” George Lusty, the CMA’s Senior Director for Consumer Protection, stated. “So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand.”