SMWi Bristol: When Does Influencer Become Advertiser and Why Should You Care?

#SMWiBristol

#SMWiBristol

Head of Social & PR

Digital Campaign

Manager

Fashion & Beauty

Blogger

Director of Content

Marketing

Public Policy Manager

#SMWiBristol

#SMWiBristol

• Is paid-for content advertising, or something new?

• Ethical implications & resulting best practices?

• Does paid-for content devalue editorial or effect credibility?

• How will the digital landscape change?

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

• “Consumers interact with native ads 20% to 60% more than

they do with standard banner ads.” (Facebook / HIS, 2016)

• “Reading a native ad headline yields 308 times more consumer

attention than processing an image or banner.” (Hubspot, 2016)

• 83% of people trust recommendations from people they know,

70% trust branded content, 66% trust editorial content. (Nielson, 2015)

#SMWiBristol

#SMWiBristol

• “In four of the six groups shown a native advertisement, the majority

interpreted the piece as an article.” (Contently, 2016)

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

• Clear labelling and disclaimers

• Creative freedom for the author

• In line with rest of content

• Relevant to the audience

• ‘nofollow’ links

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

#SMWiBristol

t: 01524 548948

e: [email protected]

12 Spring Garden Street

Lancaster

LA1 1RQ

Unit 8-1-1

White Cross

Quarry Road

Lancaster

LA1 4XQ

t: 020 3440 5198

The Black & White Building

74 Rivington Street

London

EC2A 3AY

t: 0117 971 2499

515-517 Stockwood Road

Brislington

Bristol

BS4 5LR