The rise of influencers can be likened to a digital revolution. Social media platforms have given birth to a new breed of celebrities, untethered from traditional stardom. They have organically cultivated massive followings by sharing their lives, insights, and opinions. Over time, they have transformed into influential figures with the power to impact consumer decisions.
1. Authenticity:Influencers resonate with their followers because they appear authentic, sharing personal stories, experiences, and opinions. Their audience believes in the genuineness of their content.
2. Credibility:Many influencers become experts or authorities in their respective niches, bolstering their credibility. Consumers trust their recommendations because they see influencers as knowledgeable sources of information.
3.Reliability:Consistency in content and messaging is paramount. Followers rely on influencers to deliver content aligned with their interests and values. Any deviation can lead to doubts and, ultimately, a loss of trust.
4. Transparency:The openness of influencers about paid partnerships and sponsorships is crucial. This ensures followers are not deceived, maintaining trust in the influencer’s recommendations.
Walking the trust tightrope is a skill that influencers need to learn well. The best influencers curate their content meticulously. Before convincing people to invest their life savings in the latest cryptocurrency, do your homework. Before asking them to use a skin care product because it is effective on acne, ask some questions. Ask for proof, learn how to read lab reports, or use the services of a domain expert. Remember you have a liability which is separate from the brand liability. Interprete the brand for your audiences, do not merely be a brand-puppet.
Like any other profession coming of age, there is a need to train and professionalise this diverse force. With both the ASCI self-regulatory framework and the government laws on influencers and due diligence, it is now time for influencers to be professionally trained in their responsibility. Ignorance of laws and regulations is no excuse, and the risk to an influencer’s personal brand as well as the brands they endorse has never been higher.
The ASCI Academy is all set to launch a certification course called ‘The Responsible Influencing Playbook’ which is expected to be the minimum requirement that any brand who works with an influencer must seek. Such certifications also signal to brands that the influencer is serious about their responsibilities and can be a trusted partner.
Professionalising influencers will not be a walk in the park. Challenges include resistance to regulation, the rapid pace of technological change, and the need for industry-wide consensus. However, the benefits of a professionalised influencer marketing landscape are undeniable.
Professionalising influencers isn’t just about setting standards it’s about creating an ecosystem where influencers, brands, and audiences all benefit. Audiences get authentic, quality content. Brands collaborate with knowledgeable and ethical partners.
With standardised training, ethical guidelines, and industry oversight, influencers can become trusted partners for brands and reliable sources of information for audiences. In this evolving landscape, professionalism isn’t just an option it’s the key to a sustainable future for influencer marketing.
The opinions expressed in this article are the author’s own and do not reflect the views of The Advertising Standards Council of India
First Published: Nov 06, 2023, 15:01
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