Retail Leader - May/June 2018 - 15

and balances system in place based on the forces of
authenticity and transparency.
"Influencers have been successful in generating
an audience of followers because there is something that resonates with their audience whether
it is sponsored or organic," Schotland said. "An
influencer isn't able to keep their audience if they
are not talking about the points of interests or
passions their followers have. There also has to be
a balance between the percentage of content that is
sponsored versus organic."
If the sponsored percentage is really high an
influencer would potentially lose followers turned
off by the notion that much of the content is paid.
How much is too much is hard to say, but Schotland
noted that, "influencers need to do a good job of
mixing in their non-sponsored posts to keep their
audiences engaged."
If they don't, or if FTC suspects outright deception, influencers have been warned. The agency last
fall in conjunction with the release of new guidelines made an example out of a pair of influencers
active in the online gaming world who were widely
followed on social media. The FTC reached a settlement agreement after determining the influencers had been promoting a company they owned
without disclosing the affiliation and had been
paying other influencers to make positive comments
without disclosing the financial connection.
"Consumers need to know when social media
influencers are being paid or have any other material
connection to the brands endorsed in their posts,"
said then Acting FTC Chairman Maureen Ohlhausen. "This action, the FTC's first against individual
influencers, should send a message that such connections must be clearly disclosed so consumers can
make informed purchasing decisions."
The agency also sent a shot over the bow of the
influencer world when around the same time it
sent warning letters to 21 social media influencers regarding Instagram posts it believe violated
influencer rules, known as enforcement guidelines,
first published in 2015.
The retail and CPG world may not be the West
West that some corners of the Internet are, but
large companies have reputations at stake and can
ill afford to be seen employing questionable marketing practices. Especially since such questionable
practices can be easily amplified by very influencers brands are attempting to influence. Accordingly, the Linqia study showed that 87 percent of
respondents require influencers disclose sponsored
counted to comply with FTC regulations. As for
the 13 percent who aren't in compliance, keeping
up with regulations can be a moving target. Seventy one percent of those surveyed said they are
up to date with current guidelines, a big improvement from only 55 percent in 2016. RL

MARKETERS ARE TAKING CONTROL...
Areas of functional responsibility for campgains
38%

Advertising/Media
17%

Brand Marketing
PR/Communications

15%

Shopper Marketing

15%
11%

Content Marketing
5%

Other
Product Marketing

0%
0%

10%

20%

30%

40%

WHAT SUCCESS LOOKS LIKE...
How ROI is measured
90%

Engagement
59%

Clicks

55%

Impressions

54%

Conversions

50%

Reach

46%

Product Sales
29%

Audience Alignment
2%

Other

0%

25%

50%

75%

100%

WHO IS USING WHAT...
Marketers rank the most important social platforms
92%

Instagram
77%

Facebook

71%

Blogs
42%

YouTube

39%

Pinterest
26%

Twitter

22%

Snapchat
Other

1%
0%

25%

50%

75%

100%

SOURCE: 2017 Linqia, Inc.

MAY/JUNE 2018 Retail Leader.com

15


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Table of Contents for the Digital Edition of Retail Leader - May/June 2018

Contents
Retail Leader - May/June 2018 - Cover1
Retail Leader - May/June 2018 - Cover2
Retail Leader - May/June 2018 - 3
Retail Leader - May/June 2018 - Contents
Retail Leader - May/June 2018 - 5
Retail Leader - May/June 2018 - 6
Retail Leader - May/June 2018 - 7
Retail Leader - May/June 2018 - 8
Retail Leader - May/June 2018 - 9
Retail Leader - May/June 2018 - 10
Retail Leader - May/June 2018 - 11
Retail Leader - May/June 2018 - 12
Retail Leader - May/June 2018 - 13
Retail Leader - May/June 2018 - 14
Retail Leader - May/June 2018 - 15
Retail Leader - May/June 2018 - 16
Retail Leader - May/June 2018 - 17
Retail Leader - May/June 2018 - 18
Retail Leader - May/June 2018 - S1
Retail Leader - May/June 2018 - S2
Retail Leader - May/June 2018 - S3
Retail Leader - May/June 2018 - S4
Retail Leader - May/June 2018 - S5
Retail Leader - May/June 2018 - S6
Retail Leader - May/June 2018 - S7
Retail Leader - May/June 2018 - S8
Retail Leader - May/June 2018 - 19
Retail Leader - May/June 2018 - 20
Retail Leader - May/June 2018 - 21
Retail Leader - May/June 2018 - 22
Retail Leader - May/June 2018 - 23
Retail Leader - May/June 2018 - 24
Retail Leader - May/June 2018 - 25
Retail Leader - May/June 2018 - 26
Retail Leader - May/June 2018 - 27
Retail Leader - May/June 2018 - 28
Retail Leader - May/June 2018 - 29
Retail Leader - May/June 2018 - 30
Retail Leader - May/June 2018 - 31
Retail Leader - May/June 2018 - 32
Retail Leader - May/June 2018 - 33
Retail Leader - May/June 2018 - 34
Retail Leader - May/June 2018 - 35
Retail Leader - May/June 2018 - 36
Retail Leader - May/June 2018 - 37
Retail Leader - May/June 2018 - 38
Retail Leader - May/June 2018 - 39
Retail Leader - May/June 2018 - 40
Retail Leader - May/June 2018 - 41
Retail Leader - May/June 2018 - 42
Retail Leader - May/June 2018 - Cover3
Retail Leader - May/June 2018 - Cover4
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