It comes as no surprise to any one of us that more and more brands have started collaborating with influencers to advertise their products, after all, influencers are influencers for a reason, they have significant influence over consumer behavior. Truth be told, it is a win-win situation for everyone; for influencers, this means that they will earn money with unboxing videos and referral links, and brands can turn the followers of influencers into potential customers.
The use of influencer marketing, as this is called, is still a new practice, however, it also raises some questions when it comes to ethics.
In this blog post, we will be discussing the key ethical aspects of influencer marketing that you should know.
Transparency and Authenticity
Perhaps one of the most important (and understandably so) ethical concerns in influencer marketing is about transparency and authenticity. Influencers who have chosen to promote one or more brand’s products or services should not disregard the trust that their followers have placed in them.
If we follow influencers for their expertise, authenticity, and perspective, we would want them to be honest with us when necessary.
As such, if they are doing any kind of partnership, it is crucial for them to disclose these partnerships to us, their audience. It is up to us whether or not to use the advertised products or services in the end, and failing to follow this principle can result in misled followers and eroded trust.
Misrepresentation and Deceptive Practices
Another ethical issue arises when influencers misrepresent themselves or engage in deceptive practices. We frequently see them using video-editing tools, and while this can make a video more entertaining, it may also lead to deceptivity; promoting products without adequately testing or using them can mislead consumers into purchasing something that may not live up to its claims. Likewise, using photo editors excessively, which is even more important if we are talking about fitness and lifestyle influencers, can result in people having unrealistic expectations for, and perceptions of their own bodies.
Disclosure and Transparency Guidelines
Of course, transparency being a heavily talked topic when it comes to influencers, many regulatory bodies and social media platforms have taken responsibility to implement guidelines regarding influencers. If you are in the United States, FTC (Federal Trade Commission) requires influencers to disclose their partnerships and sponsorships clearly. More broadly, Instagram and Youtube also introduced features (such as “sponsored content” mark on advertised videos) that allow influencers to label their sponsored content explicitly. As such, adhering to these guidelines became a legal requirement as well as an ethical obligation.
Responsible Content Creation
Given how influential they are, influencers have a responsibility to create content that is ethical. That is, we would not expect a wellbeing influencer whose content centers around ‘clean eating’ to promote unregulated dietary supplements, as this can be dangerous. The same goes for unsafe cosmetic products, or straight up scams.
Influencers cannot exist without a community that would support them, and this is a two-way street.
Prioritizing the wellbeing of their audience, they should create responsibly, minding the vulnerable groups within their followers that could be seriously affected mentally, physically and emotionally.
Authenticity Over Material Gain
When engaging in influencer marketing, it is essential for both influencers and brands to prioritize authenticity over material gain. Going with the previous example, if you are following someone who is an influencer and has a significant number of followers, this said individual should align themselves with brands that share their values and beliefs, rather than promoting products solely for financial compensation. They should be true to their own word and mission. Authenticity is crucial in building long-term relationships with followers and establishing credibility as a trusted influencer.
Responsibility of Brands
So far, we have talked about the role of influencers but brands who practice influencer marketing have responsibilities as well, such as providing the influencer with clear guidelines, and getting enough information of the practices of the influencers they choose to collaborate with to see if they have organic followers.
Education and Ethical Awareness
Finally, educating both influencers and consumers about ethical considerations in influencer marketing is crucial. Influencers should be aware of the potential consequences of their actions and continuously strive to improve their ethical standards.
Most of us consumers, on the other hand, should develop a critical mindset and actively question the authenticity and motives behind influencer endorsements.
We have talked about how influencer marketing has revolutionized the advertising landscape, but it also presents ethical challenges. To give a recap, transparency, authenticity, responsible content creation, and adherence to regulatory guidelines are all paramount in maintaining ethical practices. By understanding and addressing these ethical concerns, influencers, brands, and consumers can collectively shape a more transparent and trustworthy influencer marketing ecosystem. Wondering how to become an influencer? We have a guide for that here.
