{"id":23186,"date":"2020-04-20T12:33:55","date_gmt":"2020-04-20T20:33:55","guid":{"rendered":"https:\/\/www.spokeo.com\/compass\/?p=23186"},"modified":"2022-04-13T12:25:04","modified_gmt":"2022-04-13T20:25:04","slug":"what-consumers-should-know-about-digital-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.spokeo.com\/compass\/what-consumers-should-know-about-digital-influencer-marketing\/","title":{"rendered":"Under the Influence of Influencer Marketing: How to Protect Yourself"},"content":{"rendered":"\n

Are you one of the 3.5 billion people<\/a> worldwide who actively uses social media?  Then you may be under the influence. Social media influencers aren\u2019t just pushing the flashiest cellphone cases and the toothpaste with the most sex appeal.  They are telling us how to invest our hard-earned dollars, learn a new skill or make thousands through online businesses. By all accounts, we\u2019re listening.<\/p>\n\n\n\n

Influencer Marketing Is the New Word of Mouth<\/h2>\n\n\n\n

How can you determine who is trying to sell you something and who is giving a credible opinion?  Well, start with the obvious: Your Aunt Debbie has nothing to gain when she tells you about her new smartwatch purchase at the family dinner.  But how about that social media fitness guru you\u2019re following? They may be getting a kickback from your purchase (through affiliate programs that provide commission), or a brand may be paying them to talk up the product like a celebrity spokesperson should.<\/p>\n\n\n\n

As consumers, we love our influencers.  They are popular for a reason. The best among them are  taste-makers and trend-setters, entertaining and relatable, which makes them seem like trustworthy old friends.  Followers faithfully follow. It\u2019s fun \u2014 and it\u2019s how we\u2019ll be doing business in the 2020s. But this doesn\u2019t mean you shouldn\u2019t protect yourself. But how do you do so?<\/p>\n\n\n\n

What Social Media Influencers Should Tell You<\/h2>\n\n\n\n

Digital influencers can be anyone from a pop star to that nice guy with the Irish setter at the dog park.  You can pretty much assume that anyone you meet on social media who posts regularly to thousands of followers will eventually try to sell you something.  Ethical digital influencers, however, will always divulge their affiliations and be perfectly transparent in their dealings. You\u2019ll see disclosures<\/a> such as<\/p>\n\n\n\n

\u201cSome of the links in this post are affiliate links.  If you go through an affiliate link to make a purchase, I will earn a small commission.\u201d<\/p>\n\n\n\n

Sponsored posts<\/a>, too, must carry a disclosure:<\/p>\n\n\n\n

\u201cThis is a post sponsored by [brand name].  However, the opinions expressed in this blog are my own.\u201d <\/p>\n\n\n\n

Or #ad in social media posts.<\/p>\n\n\n\n

Or if the products or services used were received free, the post must divulge that information:<\/p>\n\n\n\n

\u201cI received samples of [product] in order to evaluate and share my opinion.  This is not a sponsored post, however.\u201d Or #gifted in social media posts. <\/p>\n\n\n\n

Digital Influencers Aren\u2019t Always Honest<\/h2>\n\n\n\n

By law<\/a>, every social media influencer must disclose financial benefits they receive.  This applies even if the influencer was not specifically asked to post a review. In addition to financial ties, they must disclose employment and personal or familial relationships.<\/p>\n\n\n\n

Influencers with ethics follow the rules.  But some unscrupulous influencers bite the hand that feeds them. It\u2019s estimated that influencer deception<\/a> cost $1.3 billion in 2019.  This includes digital influencers buying followers and comments.  So there is no guarantee that you won\u2019t trip over scammers<\/a> in your social media encounters.<\/p>\n\n\n\n

How to Audit Social Media Accounts<\/h2>\n\n\n\n

Before you make an important purchase, one that involves both limited dollars and precious time, you\u2019ll want to know more about who\u2019s making the recommendation.  Start by looking at the social media account. With just a few questions, you can determine whether the account seems legitimate<\/a>:<\/p>\n\n\n\n