Disclosure of paid influencer marketing makes almost no difference on consumer’s purchase decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 29, 2019, 4:35 PM UTC

Despite FTC guidelines, a number of brands ask influencers not to disclose brand partnerships.

This piece says that the declaration of paid partnerships makes a negligible difference to the impact of the influencer’s recommendation on the purchase decisions. A study found that while influencer recommendations have become steadily more important in the purchase decision from 2015, “the 2017 growth in disclosure has made no difference to that rise.”

The survey results indicated that most consumers assume that influencers are brand-sponsored whether they disclose it or not. However, disclosure would increase the transparency and authenticity of the influencer.

The author contends that disclosure is not only a sign of transparency but also expertise. She also cites other industry experts stating that online marketing strategies should be based on long-term relationships with influencers and brands should choose their influencers carefully.

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