At the 2018 Cannes Lions Festival of Creativity this week, Unilever announced commitments to improve transparency in its influencer marketing and called on industry to similarly help improve authenticity, build consumer trust and improve brands’ ability to measure impact.
The scale and scope of influencer marketing is growing at pace and holds increasing importance in the marketing mix as a way for brands to reach consumers, but practices such as fake followers, bots, fraud or dishonest business models can erode trust in the whole ecosystem. Unilever called on industry to put in place “all possible controls” to help avoid such bad practices.
The company added that marketers currently have limited visibility to accurately measure influencer programming and track authentic engagement. Unilever is looking to work with social platforms for increased visibility and transparency.
“At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships,” Unilever CMO Keith Weed said in Cannes on Monday. “Today we are announcing clear commitments to support and maintain the authenticity and trust of influencer marketing. (…)
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