TRANSPARENCY IS KEY

Instagram implementing my original idea of a solution actually helped prove my theories on how to make Influencer marketing more enjoyable. I think Instagram is moving in the right direction and I feel they are genuinely listening to what their users want. (except, lets get rid of the algorithms already please). With my original idea already being in action, I now believe the best solution to this problem is for their to be more transparency and honesty in influencer marketing.

It’s the most human centered concept: an Honor Code.

ACCOUNTABILITY

Social media sites need filters to hold brands, influencers, and bloggers accountable for what they post. Businesses are held liable for what they put out into the world, and this third party way of advertising should be no different. Influencers should be held to the same standard and follow the same regulations, guidelines, and laws as if they were a corporation. Most people I interviewed believed saying “#ad” & “#sponsored” was not enough disclosure to identify a paid promotion. However, according to the Federal Trade Commission that is all that is reacquired to put on an endorsement post.

EDUCATION

There needs to be a more standard definition on influencer marketing and what it entails. A lot of the confusion surrounding influencer marketing and paid promotions comes from people not being educated on it. It’s still a new concept and new form of marketing. Since it is new, that means not everyone does it the same way or even does it the right way because it is so fresh. Influencers and brands need to have clear, cut and dry, definitions on how exactly they use influencer marketing and what the difference is in paid promotions and non-paid promotions. It’s hard to differentiate what is real and what is being said because there is a pay off. I believe the more educated people become on the topic, and the accessible this education is available, then maybe this can become a more accepted and respected way to advertise.

TRUST

Basically all of this comes down to one thing: trust.

Brands, influencers, and followers are going to have to learn to trust each other. This can be accomplished by implementing all that has been discussed in project. Brands need to hold influencers accountable, influencers need to educate their followers on their process more, and followers need to learn to trust their gut and be able to sift through what is real and what is fake. Unfortunately, human nature is flawed and there is no way to make sure everyone online is being genuine in all they post. But by holding each other accountable, making sure we are educated on what is going on, and trusting influencers and brands to become more authentic in their promotions then maybe this form of marketing can last.