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The social networking space is gradually changing to integrate new programs and new opportunities for brands looking to engage followers.
We have seen the usage of sponsored content and influencer marketing become an increasingly common tool used by brands who want to seamlessly fit their merchandise into the circulation of social posts while this area develops.
But recent threats by the Federal Trade Commission (FTC) regarding stricter enforcement of influencer disclosure on posts for which they have received reimbursement, have brands considering whether this advertising tactic will remain as successful as it’s been in the past.
There is a common misconception that audiences are engaged with revealed posts that are sponsored since followers understand that they’re ‘reading an advertisement’
Actually, influencer marketing attempts display a relatable and genuine feel when compared to conventional TV and print ads, making them more effective at followers , even with disclosures.
By following a couple of straightforward guidelines, brands may guarantee posts that are sponsored receive equal if not more involvement than posts.
Sponsored content is engaging
Disclosures for articles are not new, as they have been a necessity from the blogging community for ages. With the development of new social networking platforms which contain images and text, we’ve seen fewer influencers displaying diligence with their disclosures, until recently.
Influencers are beginning to understand the significance of being transparent in their affiliations going beyond YouTube and Instagram as well as into Snapchat and the repercussions of not identifying sponsored content
While manufacturers are reluctant about disclosures as they fear identifying a ‘advertisement’ or ‘sponsored content’ will deter readers studies have shown that involvement with sponsored content is much much more surprising than you would anticipate.
Our statistics study showsthat non-sponsored posts and sponsored articles have prices that are nearly identical, meaning followers may not be by sponsored articles as advertisers may think.
The increased usage of cellular as a material source has followers avoiding complex content That’s difficult to read on a mobile device
Found that followers tend to engage more than non-sponsored content across most follower ranges with sponsored articles.
From the 1,000 to 10,000 range content performs higher than sponsored content, but there’s a switch in the 10,000 — 100,000 range and above, where content that is sponsored obtained involvement.
Sponsored emotions when done properly and includes a call to action for followers to share their stories, making it more relatable and driving followers to engage through their own experiences.
Engagement Is Dependent upon quality
What drives our engagement with posts that are specific is not whether a post is sponsored or non-sponsored. Rather, engagement is extremely dependent on the quality and features displayed from the content.
After analysing the posts in the sponsored articles analysis, Markerly discovered that there were three articles characteristics as they discourage involvement, that brands should avert with influencer posts:
- Low-quality photography
- Unnatural product positioning
- Text masking photographs
Among the greatest differentiators between ‘good’ and ‘bad’ sponsored articles is quality. Social media centers heavily on posts that are visually stimulating, especially with platforms such as Instagram and Snapchat.
Gone are the days where picture or a simple cell phone movie could suffice.
Follower expectations are now set quite high and there’s a demand for all articles to meet a particular excellent level concerning editing and camera work.
It’s also very important to contemplate how to create product positioning feel organic with the rest of the post when creating engaging content that is sponsored. When a item feels strange and seems like it does not belong in the picture, it generates that feeling of ‘reading an ad.’
Posts that integrate a product to the influencer’s every day activity however, improve the value and credibility, which makes it look as though the influencer does really with or without reimbursement.
Additionally, the use of cellular as a content source has followers averting content that is tough to read on a device. Instead followers are choosing simple to follow articles.
Text is helpful when combined with platforms that are graphic-heavy, to convey a brand message nonetheless, it should remain a separate thing from the aspect of the post. Followers feel less overwhelmed and more inclined to engage with the content, by creating two distinct spaces for the picture and the text.
If you are thinking about using social media influencers in your next advertising campaign but feel worried about how sponsored content disclosures will impact engagement, remember that followers are less worried about whether or not a post is sponsored, and favor quality and the real feel over all else.
