Why are influencer marketing guidelines necessary for content creators?

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Social media has become a hub for influencers and educators. The goal of connecting with a larger audience has provided an opportunity for an ordinary man who can become an influencer and grow his community/follower base and brands to promote his products and generate high sales figures through their. Social media platforms like Facebook, Instagram, YouTube, etc. have become gold mines for companies wishing to establish an online presence; advertising their products and services and creating brand awareness. Brands have a specific budget dedicated to influencer marketing, which has quickly become an essential tool in a brand’s marketing campaign.

According to the influencer marketing report, the Indian influencer industry is expected to be valued at Rs 2,200 crore by 2025 and growing at a CAGR of 25%. A large number of consumers are exposed to influencer marketing through social media, which also includes celebrities. Therefore, there is a huge possibility of consumer rights abuses by brands in distinct industries as influencer marketing is a rapidly growing industry and more and more brands are turning to social media influencers for marketing. advertising and paid reviews. Sometimes this can be misleading and misleading as consumers blindly follow their favorite influencers.

In order to prevent such fraudulent practices and fraudulent advertisements, the Department of Consumer Affairs will soon establish certain guidelines for social media influencers, which will make it mandatory to disclose any promotion or review paid by influencers and artists on social media. The main purpose of publishing the guidelines would be to protect consumer interests and help consumers make better and more informed purchasing decisions. Most major companies in the world already have such a framework for influencer marketing, however, India is still a largely unorganized and unconsolidated market with no strict guidelines as such when it comes to social media/influencer marketing. This seems like a good move on the part of the government, but at the same time how to draw the thin line so that influencers do not become the target of deceptive practices should also be taken into consideration and brands should be held equally accountable in a some extent for pushing misleading content on social media.

Platforms like Instagram, Facebook, Youtube, etc., have already made it mandatory or have created tools that disclose brand association with influencers, whether sponsored advertising or not. Influencer marketing has spread across a variety of industries, be it consumer goods, travel, healthcare or financial services, so the introduction of guidelines will only increase awareness. consumers from all sectors; creating brand transparency and driving responsible conduct in the digital marketing ecosystem.

Additionally, we will also need to see how these guidelines would boil down to the small-scale influencer level, as most influencers are nano, micro, or mid-level influencers due to the relatability and trust they have built among their audience. , unlike most celebrities. For example, most food bloggers work with a group of restaurants and work at higher volume not high ticket size, so it would be interesting to know how these rules impact them.

These guidelines could place small-scale influencers in an unnecessary litigation burden and could hamper the growth of the digital advertising industry initially, but could have a long-term benefit in terms of raising awareness of its social responsibilities, market rationalization and guidance. This will help the influencer community focus on creating impactful content and a healthy digital world. On top of that, these checks and balances will help influencers do their due diligence on the products or services of the brand they are partnering with in order to increase the conversion touchpoint, customer retention, and customer loyalty. long-term brand loyalty. Being honest with consumers will build trust between stakeholders in the digital advertising ecosystem. But, we must bear in mind that as we move forward in creating new jobs and entering new labor economies, we must be aware that our regulations should not be to an extent where this market starts to slow down. So hopefully when the proposed guidelines come into effect, it will be a positive step in favor of consumers as well as social media influencers in terms of promotions so that they are authentic of products and services and prevent influencers and brands to make unethical attempts.



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Disclaimer

The opinions expressed above are those of the author.



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