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Social Media facing a brand backlash

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Consumer goods giant Unilever, one of the biggest advertisers in the world, has taken a stand against “influencer marketers” who exaggerate their social media clout to earn more money promoting products. Is this the start of a brand backlash? Probably not, but to all those looking at investing in self promotion using online media, you should be aware that more often than not the information is skewed or untrue.

Unilever threatens to pull online ads. It wants to see “greater transparency” in the influencer marketing industry, fearing that consumers may no longer trust influencers or the brands that work with them.

 

Instagram says it blocks millions of fake accounts every day and works hard to build stronger relationships between brands and influencers.

 

But Unilever isn’t the only brand getting fed up – several hotel brands recently told The Atlantic that they no longer want to work with influencers, after being flooded with requests for free all-expenses-paid stays, but failing to see a tangible return on their investment.

 

Other resorts have now implemented an extensive vetting process to ensure that influencers actually have good organic engagement with their audiences and aren’t using bots.

 

In a further sign of disenchantment, it seems marketers are now ditching influencers from their marketing strategies, according to UK-based digital content marketing agency, Zazzle Media. The firm, which has 10,000 influencers on its books, found, amazingly, that not a single one of the 10,000 British marketers it surveyed planned to focus on influencers over the next 12 months.

Source: BBCB

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