Advertising with influencers is one of the marketing tools that has gained more relevance in recent years. With the advent of social media, reaching a targeted audience is easier than ever.

The Spanish Association of Advertisers, Autocontrol and the Government of Spain have agreed on a regulation for advertising campaigns that are carried out through influencers through a code of conduct signed on October 9 by the Ministry of Economic Affairs and that of Consumption. This agreement will begin to apply on January 1, 2021.

The text will be binding for all its associates, as well as all companies in the sector and influencers who want to adhere to the code. Companies that are not associated with these entities and influencers can adhere to this code of conduct on a voluntary basis.

 

Gifts, travel and others are considered payments

The code of conduct created by the Spanish Association of Advertisers, Autocontrol and the Government of Spain establishes that mentions or advertising content will be considered “all those mentions or content” that are aimed at promoting products or services, are disclosed within the framework of collaborations or reciprocal commitments with payment or other type of consideration or in those cases in which the advertiser exercises editorial control over the content.

Free delivery of a product, free tickets to an event, free provision of a service, gift vouchers, gift bags and even a trip are defined as consideration.

This code excludes content that is purely editorial in nature, or content disclosed by influencers that respond to their own and only initiative.

On the other hand, the advertising must be identifiable for the followers of the influencers. It will be necessary to include “an explicit, immediate and appropriate indication to the medium and message about the advertising nature of such mentions or content” through expressions such as “advertising”, “publi”, “in collaboration with” or “sponsored by” … These warnings must appear on all networks or platforms where advertising is disseminated. If not, the advertiser can face a fine of up to 30,000 euros.

 

How should this advertising be displayed with Influencers?

With the digital era, new channels of communication with customers appeared that were much more direct and effective and the regulation was being updated to protect the user from misleading and unclear behavior.

The majority of social networks prohibit commercial publications not indicated under their conditions. Instagram, Facebook, Youtube and Twitter have all their methods to indicate that the content is promotional.

In the case of the YouTube platform, you can mark whether the video is advertising goods or services when uploading it. In this way, before seeing it, viewers are informed in advance and avoid covert advertising from influencers.

The social network Instagram has been trying to facilitate identification since 2017, although according to users the use of this and other functionalities leaves a lot to be desired. Facebook also has methods to make it easy while Twitter prohibits it in its rules.

 

Advantages of incorporating an influencer into a communication strategy

Visibility

Influencers are followed by thousands of people through their social networks. They become icons of fashion and trends and role models.

If an influencer is an ambassador for a brand, it means that they will be seen and admired by a lot of followers who look in the mirror of that influencer.

Reach the target audience effectively

Influencers have become a channel through which brands can reach their audience in a much more natural, organic and less invasive way.

Positioning

It reinforces the authority of a brand and improves its positioning against the competition.

Higher return and conversion

The closer the influencer is to the values ​​and philosophy of the brand, the more involved they will be with the cause and, in turn, the greater the degree of connection with their followers. This will directly result in the return and in the conversion of the action.

Search engine optimization

Actions between brands and influencers are constantly commented on, reproduced and shared by other users. This has a positive effect on SEO positioning and driving traffic to your website.

More followers and engagement in RRSS

Gaining followers on social profiles is one of the most direct advantages of collaborating with influencers.

Reputation

When an influencer becomes a brand ambassador, a good reputation will give the business a greater degree of trust.

In addition, speaking well of the product or service offered by the company and recommending it not only reinforces its image, but also legitimizes its entire strategy.

 

At Sinapsis we are very aware of the undoubted power of influencer marketing. If you want to know more, do not hesitate to contact us and we will inform you.

Jannik Romeu es Consultor de Marketing en Somos Sinapsis. Hace poco tiempo que descubrió el mundo online, pero cada vez se siente más atraído por esta área tan extensa por explorar. Al pertenecer a la generación Z, se caracteriza por ser multitasking y por pasar la mayor parte de su día frente a la pantalla (algo muy normal entre los jóvenes). En definitiva, ha encontrado un lugar donde poder encajar y crecer profesionalmente.