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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Are influencers to be trusted?

Advertisers often get burned by the skeletons in the closet of the influencers they choose to collaborate with

22/08/2018
in News
2 min read
Influencer marketing poised to capitalize from Facebook's algorithm changes

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: WARC

Trust is crucial when using social media influencers, but advertisers continue to be tripped up by influencers’ previous activity and now face new challenges with the rise of computer-generated influencers .

In the latest example of a lack of due diligence, the Australian government was pulled up on its spending of A$600,000 on social media stars as part of #girlsmakeyourmove, a Health Department campaign to encourage young women to stay active.

It was revealed that some Instagram influencers, who were being paid up to A$3,000 per post, had previous associations with alcohol companies and extreme dieting products. It was also recently reported that the Australian Defence Force had paid two gaming influencers to make YouTube videos promoting air force recruitment but had removed these after their derogatory comments about women and rape came to light.

“The government has recently reviewed the use of social media influencers and determined that they will not be used in future campaigns,” David Coleman, Assistant Minister for Finance, said in a statement, reported by Ad News.

While the government may have had its fingers burned, influencer advocates such as The Remarkable’s Natalie Giddings argue that “influencers are seasoned communicators who have naturally built up trust, authority and influence among their engaged audience, over time”.

On YouTube, for example, Australians spend between six and 15 minutes per episode with their favourite influencer, three times per week as if tuning in to their favourite TV show, she wrote in a Mumbrella article. “Forget content is king. It’s real people that is the key,” she said.

But new developments in this space suggest that may be changing, as a wave of robotic and computer-generated influencers gain acceptance. LA-based Miquela Sousa is one such and she has even appeared in real-life situations, with local fashion influencer Margaret Zhang, for example.

The fact that Miquela has fronted a couple of fashion campaigns also raises questions about whether the robotic personality is being paid and if she is but is not disclosing the fact then who would be liable – the creator or the brand?.

That may be academic according to Giddings, who doesn’t believe CGI influencers will have much impact.

“Trust is the key capital at stake,” she told Marie Claire magazine. “Will a customer believe the product claims of a skincare product from a make-believe person? I doubt it.”

Tags: InfluencersWarc
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