The Ethics of Influencer Outreach in the Digital Age
In this digital age, influencer marketing has become a core component of many public relations strategies. However, as with any marketing technique, there are ethical considerations to consider. In this article, we delve deeper into the ethics of influencer outreach in the digital age.
1. Disclosure
One of the most important ethical considerations in influencer marketing is disclosure. Influencers must be transparent about their relationships with brands and disclose any financial compensation they receive for promoting products or services. The Federal Trade Commission (FTC) requires influencers to clearly disclose their relationships to their followers.
Even though the FTC has guidelines in place, some influencers still try to hide sponsored deals, making it difficult for followers to know if they are being marketed to. This lack of transparency undermines trust between influencers and their followers and can result in a negative backlash for brands.
2. Authenticity
Influencer marketing can fail when there is no authenticity. Inauthenticity can come in many forms such as exaggerating results, promoting products they don't use or don't like, or creating content that doesn't align with their personality or brand persona.
To maintain authenticity, influencers should only work with brands that align with their values, beliefs, and interests. Brands also need to ensure that they choose influencers who genuinely believe in and use their products or services. In this way, influencers can create unique, engaging content that resonates with their audience.
3. Cultural Sensitivity
Influencer campaigns need to be culturally sensitive. Brands need to understand the cultural sensitivities and nuances around the markets in which they operate. They must ensure their influencer outreach doesn't offend the local audience or their values.
For example, in 2017 Pepsi received a lot of criticism for its 'Live for Now' commercial. In the ad, Kendall Jenner stops a protest by giving a can of Pepsi to a police officer. The ad was criticized for trivializing the Black Lives Matter movement and other social justice causes.
4. Responsibility
Influencers have a responsibility to their followers. They are often perceived as role models who inspire their followers with their lifestyles, fashion, and beauty tips. Therefore, it's important that influencers create content that is responsible and aligns with the values of their followers.
For example, promoting healthy eating habits, sustainable fashion, and inclusivity in their content can have a positive impact on their followers. Brands can also take responsibility by ensuring that their products and services align with influencers' values and promote responsibility.
5. Messianic Effect
Another ethical consideration in influencer marketing is the messianic effect. The messianic effect is the belief that influencer marketing can change people's lives by improving their physical appearance or social status. There's a risk that some influencers could exploit their followers' insecurities for personal gain.
To avoid the messianic effect, influencers need to promote a balanced approach to their content. Brands also need to ensure that they choose influencers who promote healthy lifestyles and values, rather than just promoting unrealistic beauty standards.
Conclusion
In summary, influencer marketing has become a core part of many public relations strategies. However, ethical considerations must be taken into account to maintain trust between influencers, brands, and their followers. Brands must ensure authenticity, cultural sensitivity, and responsibility in their influencer outreach, while ensuring that influencers maintain transparency and don't exploit their followers' insecurities.
Influencer marketing can be an effective way to build brand awareness and generate leads. However, it must be approached with ethical considerations in mind for it to be successful in this digital age. Brands that use influencers who align with their values and beliefs can create content that resonates with their followers and drive brand loyalty.