Fidelity bank card banner Emerald Energy Institute Camano banner

Unilever gets tough on influence marketing

By News Express on 19/06/2018

Gmail icon

Views: 751


Consumer goods giant Unilever, the world’s second-biggest advertiser, is cutting ties with digital media "influencers" that buy followers, saying that it wants to help make advertising more transparent.

With big brands advertising more on social media sites like Instagram and Facebook, a cottage industry of "influencers" has sprung up, in which celebrities and other popular people earn money by posting about products. But their audience numbers, which often dictate their fees, can be enhanced by purchasing followers.

The practice of buying followers risks eroding trust and therefore damaging one of the fastest-growing areas of advertising, the $1bn-a-year market now known as "influencer marketing" and Unilever said it wants it to stop.

Its chief marketing officer, Keith Weed, was due to pledge on Monday that the maker of Dove soap and Hellmann’s mayonnaise would never buy followers or work with influencers who buy followers. It would prioritize social media platforms that stamp out fraud and increase transparency.

"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," he said.

The announcement comes four months after Weed made waves by threatening 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.

It also comes as Unilever and rival Procter & Gamble audit their advertising spending and agency relationships in efforts to operate more efficiently.

They are working with fewer agencies, creating fewer adverts 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.

It is hard to pinpoint how prevalent the practice of buying followers is, but Weed said he had heard estimates that as much as 40% of influencers have been involved at some point, sometimes accidentally.

Peter Storck, co-founder of influencer marketing measurement firm Points North Group, said all companies he had analyzed had fallen prey, including Unilever. Storck said that besides misleading consumers, bots waste money, since brands are spending to reach eyeballs that do not exist, making it even harder to gauge returns on digital investments.

"They don’t know what they’re getting for it and they spend a lot of money giving impressions to bots," he said.

Facebook Post

A study in 2017 by Rakuten Marketing said that some UK marketers were willing to pay celebrity influencers more than £75,000 for a single Facebook post. A "micro-influencer," with fewer than 10,000 followers, might earn as much as £1,500, the firm said.

Weed declined to say how much Unilever paid its influencers. He said the company did not now have "a major issue" with fake followers since it had already cleaned up its stable of partners. (Reuters)

Source News Express

Posted 19/06/2018 12:02 PM

 

 

CLASSIFIED ADS

 

You may also like...
Governor-elect Fayemi unfolds agenda for Ekiti

Buhari’s failure: Ban ex-military rulers from politics —Labour...

Volkswagen votes $50b for electric cars

Man, 27, remanded for allegedly biting off police...

INEC meets over ban on campaign

Anambra 2013: Igwe of Obosi endorses Obiano for...

Fear, anxiety as 2 Ebonyi communities engage in...

Yuletide: Lagos CBD commences night patrol

Benue: Troops subdue herdsmen after gun battle

Taraba, Kaduna and Zamfara killings senseless and barbaric:...

Kogi warriors destroy Orient Oil & Gas refinery...

Evangelist Bonnke returns to Lagos for ‘farewell message’...

 

Latest News 3 suspected kidnappers shot dead Border closure: Compromise and go to jail, Customs CG warns officers Kaduna Govt rubbishes audio of alleged killings along Kaduna-Abuja highway Bandits kill 6 people in Kaduna •See names of victims Agency DG, Accountant in EFCC net for alleged diversion of salaries Kogi poll: PDP accuses Gov. Bello of purchasing PVCs FEC approves N166bn for repair, construction of 14 Federal roads Lagos passport office extends work days Ex-health minister arrested over Ebola funds We’ll make UNILAG Africa’s top four by 2022 — VC COZA: Why Nigeria Police should stop harassing Pastor Fatoyinbo — Rights group EFCC storms hideout, arrests 11 suspected Internet fraudsters

 

Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (539,815 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (442,651 views) Shameless Genevieve Nnaji exposes breasts in public (388,869 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (326,392 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (294,323 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (253,479 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (249,473 views) 10 cars more expensive than Jets (238,093 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (231,229 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (217,227 views) Lagos plane crash: Journalist releases victims’ names (195,643 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (193,280 views)

 

CBN milk production

CBN banner advert

UBA Wise Savers Promo

 

Categories Advertorials (3) African Press Organisation (81) Art & Literature (102) Business & Economy (4,443) Business Verdict (80) Columnists (1,108) Complaints & Requests (96) Enterprise & Opportunities (215) Entertainment (661) Features (806) Global Business Monitor (441) ICT Monitor (63) International (3,944) Interview (203) Live Commentary (30) Love Matters (170) Maggie's Blog (410) News (51,291) Opinion (1,355) Pidgin (17) Politics (11,438) Religion (1,102) Sports (2,166) Stock Watch (39) AMA & Al Jazeera Global Update

 

 

 

 

 

 

APO Group Partner

 

 

CLASSIFIED ADS

GOCOP Accredited Member

GOCOP Accredited member

 

 

Africa Media Agency and Al Jazeera