Do you promote your own idea? If so, how do you do it? Via social media? How big is your reach then? Or are you smart enough to use an influencer?
The influencer is known as the person who has a lot of influence on social media and uses that influence to persuade people to buy certain products or brands.
If you decide to use an influencer, you need to be selective. Is your goal to sell a product, service, or lifestyle? That is the first step. After all, every influencer has their own followers. Also, check the reactions of those followers; that can be decisive for your choice.
The choice is very important, because an influencer can make or break you. Therefore, look for the influencer’s business approach to a topic and try to determine the extent of their impact on the psychographic characteristics of the target audience. Ideally, of course, you want an influencer with sufficient gravitas.
Make clear agreements with the influencer regarding the appearance of the joint campaign and how the advertisement will be recognizable. Transparency between you and the influencer is crucial for the potential success of the campaign.
It is primarily important that the consumer can clearly see and read that it is advertising. That increases trust.
Start with content for the marketing campaign and discuss this with the influencer. Arrange immediately how payments will be made—whether per article or per read. By choosing the right influencer, you can have them deliver their story in the media in the language of the target audience. This last point is essential for maintaining attention and recognizability. Finally, the rate must be agreed upon.
Then there is the new Media Act. The new Media Act came into force on November 1, 2020. The Media Act already applied to radio and television, but now also to advertising on video platforms and on Dutch video channels, which are classified as on-demand media services.
With this, the collaboration with influencers has been taken to a higher level. Together, it must be ensured that advertising and sponsorship are placed in the right and recognizable manner.
The new Media Act has been amended based on a European directive (AVMSD). As a result, this amendment has implications for Dutch video channels on social media platforms regarding the recognizability of advertising, product placement, and sponsorship.
