Won’t work with online ‘influencers’ who buy followers
Unilever, the world’s second-biggest advertiser, is cutting ties with digital media “influencers” who buy followers, saying it wants to help make advertising more transparent.
The practice of buying followers erodes trust and damages the billion-dollar-a-year market known as Influencer Marketing.
Unilever chief marketing officer, Keith Weed (pictured) said, “Trust comes on foot and leaves on horseback, and we could very quickly see the whole influencer space be undermined,” he told Reuters.
“There are lots of great influencers out there, but there are a few bad apples spoiling the barrel and the trouble is, everyone goes down once the trust is undermined.”
The announcement comes months after Keith threatened to pull investment from digital platforms such as Facebook and Google if they did not take steps to improve consumer trust and eradicate “toxic” online content.
He says, he has heard estimates that as much as 40% of influencers have been involved at some point, sometimes accidentally.
It also comes as Unilever and rival Procter & Gamble audit their advertising spending and agency relationships in efforts to operate more efficiently as sales growth of consumer packaged goods slows.
They are working with fewer agencies, creating fewer ads and bringing some marketing work in-house.
Fake followers are often machine-generated profiles fuelled by “bots” or software applications that mimic human behaviour. They can “like” or comment on posts, giving the impression of popularity or engagement.
A study last year by Rakuten Marketing said some UK marketers were willing to pay celebrity influencers more than USD100,000 for a single Facebook post.
A “micro-influencer,” with fewer than 10,000 followers, might earn as much as 1,500 pounds, it said.
Keith add that the company does not now have “a major issue” with fake followers since it already cleaned up its stable of partners.
He declined to say how much Unilever paid its influencers but shared that “tens of millions” was on influencer marketing, and predicts this trend will grow.
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for P. S. Thinking. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:
* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
* Noelle Lim, Director, BFM Edge Education
* Vigneswaran Sivalingam, Director of Operations, Teledirect of Telecommerce
* Stephanie Caunter, Global Director, Marketing & Communications, Catcha Group
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira firstname.lastname@example.org | 03 7726 2588
Book your spot early to avoid disappointment!