As a PR and marketing agency, we create influencer campaigns for a number of our clients. The world of influencer marketing has boomed significantly, and the do’s and don’ts of influencer relations has evolved over time, and will continue to evolve as we progress down this path of new-gen media.
Influencer marketing is one of the best ways to reach large audiences through real people, but it isn’t a free-for-all, there are rules, recommendations and guidelines that all influencers (and the brands they work with) must abide by. This week, The Australian Influencer Marketing Councils Code of Practice released new findings.
We’ve decided to summarise a few key points from the 2020 Influencer Code of Conduct, that every business owner should be aware of, particularly if you’re partaking in influencer campaigns.
Advertising disclosure – this has been put in place to ensure that no consumer is misled or deceived.
An influencer MUST notify their audience by adding in the minimum disclosure hashtags of #AD or #Sponsored, when there has been any sort of contracted engagement between the brand or the influencer. A paid collaboration or a free gift to an influencer, where there is an expected social posting outcome, requires the use of these hashtags. (Please note: a free gift is now considered a form of payment).
The only time advertising disclosure is not required, is when a product is sent to an influencer with absolutely no promotional requirements or agreements in place. In this case, AIMCO still however recommends the influencer to use the hashtag #FreeGift to align with best practice.
Influencer contracts & briefs – AIMCO advises that it is best practice to ensure the scope of work for an influencer is indicated within a brief or formal contractual agreement.
Some things to consider to include within these documents:
- Intellectual property rights (inc. creation, usage, moderation and review)
- Brand safety and reputation
- Legal or Industry Code of Compliance
- Services and deliverables
- Approvals process
Reporting requirements and metrics – this is used to help PR specialists and marketers to have an understanding of the influencer activity and its correlation to increased buyer confidence.
If you require metric reporting of each post made by the influencer within the campaign period, this must be stated at the beginning of the relationship. Some of the key metrics you can suggest for reporting include:
- Audience / Follower volume
- Campaign impressions / Video views
- Reach / Average Reach and (you must advise how you want this calculated)
- Demographic data
- Engagement metrics (calculation methods again must be disclosed)
- Geographical breakdown
- ‘Cost per’ metrics (calculation methods must be disclosed) *note: influencer campaigns are unique, so ‘cost per’ metrics are not comparable
- Results of organic and boosted (paid-for) posts separately
This information has been pulled from the AIMCO Code of Practice and has been summarised for your convenience. For further information, the full document can be found here.
If you have any questions or would like some assistance with the execution of influencer collaborations, please do get in touch.
Written by Jessica Duca, PR Account Executive