AANA Guidelines Won’t Influence Influencer Content

AANA Guidelines Won’t Influence Influencer Content
SHARE
THIS



With the new AANA guidelines launching last week, some commentators have questioned if this will decrease the impact of influencer programs. Sharyn Smith, CEO of Social Soup, analyses what is really going on.

Put simply, a key question for the industry is: are followers less engaged with content if it is disclosed that influencers are working with a brand or receiving product? At Social Soup, we strive to continually understand this dynamic market and have conducted the first Australia-based comprehensive research study into the use of disclosure hashtags and their impact on content engagement.

Sharyn Smith CEO of Social Soup

Sharyn Smith CEO of Social Soup

The most commonly used hashtags by influencers when working with brands are the following, along with their current usage levels.

#ad – 3,359,310

#sponsored – 595,182

#ambassador – 490,231

#spon – 100,321

For this research, we chose to analyse #sponsored and #ambassador as these were recognised as the clearest hashtags used by influencers when working with a brand. We didn’t use #ad in the analysis as this covered a wide variety of posts from brands, influencers and random content not associated with advertising. We also believed #spon in its shortened form may not be sufficient disclosure.

Using the #sponsored and #ambassador hashtags, we analysed engagement rates of content posted by influencers with a filter on Australian content. Engagement gives the best indication of how content is performing as it takes into account the total number of comments or likes a post receives, and divides that by the total followers. We also know engagement rates are correlated to the number of followers an influencer has, and for this research we looked at the engagement impact by different levels of followers.

Using our proprietary social analysis tools, we selected a random sample of 3,855 Instagrammers across all ranges of followers using either of these hashtags analysing close to half a million posts. We recorded their engagement rates across likes and comments on posts containing sponsored hashtags and then analysed their average engagement rate across a sample of their posts which did not use these hashtags to have a comparison base. Through this robust methodology, we analysed 29,198 posts with the #sponsored or #ambassador hashtags, and 450,660 of their posts which did not include either of these hashtags. We were then able to look for any significant differences in engagement across a directly matched sample.

The results we found showed no significant difference in total engagement rate across posts using the brand associated hashtags compared to organic content, across all levels of followers. The overall results showed a small drop in engagement of 0.27% across posts with sponsored hashtags, but this was not a significant difference. At the super micro influencer level (under 1,000 followers) we saw a positive uplift in engagement rates for content posted with a sponsored hashtag. We believe this is mostly related to increased effort for content that may have been provided or incentivised. Overall, followers are still engaging with content that has been labelled as sponsored or which has been disclosed as working with the brand as an ambassador.

Analysis of engagement rates using comments alone saw a slight positive uplift in engagement across all levels of following (except 20,000-100,000 which showed a minimal 0.03% dip). This means that sponsored content is driving slightly more action to comment. This is likely related to some additional questions and comments about the products featured.

From this research, we can infer that:

  • Influencers who are clearly disclosing their brand relationships are managing their precious social followings well with the level of brand content and the quality of this content, to maintain engagement.
  • Influencers are smart – they have worked hard to build a following and work hard to manage it and maintain engagement levels.
  • On the whole, they are not interested in taking work or products from brands they don’t believe their followers will engage with.
  • On the other side of the Instagram app, their followers are savvy too and they like to see quality content created including brands.

We weren’t able to look at the impact of influencers who are not disclosing sponsored content but it is only a matter of time before their savvy followers catch on to unbranded sponsored content, and unfollow.

This research isn’t about whether we should have guidelines, however, historical analysis does show that for those already following disclosure policies, the impact of content hasn’t been affected. The AANA guidelines should be embraced by the industry: it will only make it stronger and lead to a more impactful channel. Influencer Marketing is set to continue with significant growth this year and this is a sign of a maturing industry.

Sharyn Smith is CEO of Social Soup the leading Influencer Marketing Platform across Australia and NZ. Sharyn is passionate about helping leading brands succeed in a consumer-led marketing environment by connecting them to Social Soup’s 170,000-strong community of influential consumers. Social Soup believe creating meaningful partnerships between influencers and brands produces the most impactful positive influence. Sharyn has also led the charge for measurement in Influencer Marketing and recently partnered with Quantium to provide the most advanced measurement system. Sharyn has produced award winning campaigns for brands such as PayPal, Coca-Cola, Unilever, CUB, Dyson, Woolworths, Nestle, L’Oréal and P&G.  Sharyn is an experienced lecturer, public speaker and authority on Influence, Social Media, Word of Mouth and Advocacy. Her company Social Soup is a BRW Fast Starter and winner of the Telstra Business Awards People’s Choice. 

Latest News

Y&R’s Julian Bell To Return To Clems Melbourne
  • Advertising

Y&R’s Julian Bell To Return To Clems Melbourne

After 11 years, Y&R Melbourne’s managing partner, Julian Bell, has departed the agency, having lined up a new role at Clemenger BBDO Melbourne. In a statement to B&T, Y&R’s chief executive for Australia and New Zealand, Pete Bosilkovski, said: “Julian has been instrumental in nurturing and growing the account management team, and I want to […]

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed
  • Media

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed

It appears a Roseanne-free version of Roseanne is set to get the go ahead with producers in the US green lighting plans for a spin-off show to be called The Connors. Roseanne – a revival of the long-running sitcom which ran from 1988 to 1997 – was swiftly axed following a racist tweet by the show’s star, […]

by B&T Magazine

B&T Magazine
Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs
  • Campaigns

Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs

As any gay man will tell you, when it comes to insults they’ve probably heard them all- Pillow biter, fairy or sword swallower to name just a few inappropriate ones. However, Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign. Apparently, “this Coke’s a Fanta” is a common insult to describe gay men […]

by B&T Magazine

B&T Magazine
Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director
  • Marketing

Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director

Ikon Communications has appointed Melissa Roberts as agency director, Ikon Melbourne. Roberts will report directly to CEO Lesley Edwards and will take a key position on Ikon’s national leadership team. Edwards said she was delighted Roberts has decided to re-join the Ikon family to lead its burgeoning Melbourne office, as the agency embarks on an […]

HT&E Chairman Tenders Resignation Following Adshel Sale
  • Media

HT&E Chairman Tenders Resignation Following Adshel Sale

Here, There & Everywhere (HT&E) has announced that Peter Cosgrove has tendered his notice to retire as chairman and a director of the company. Cosgrove has been on HT&E’s board for 14 years and chairman of the company for five of those years. The resignation of Cosgrove comes just after oOh!media acquired HT&E’s outdoor media […]

by B&T Magazine

B&T Magazine
Cut out letters on keyboard
  • Advertising

Advertisers Should Enrich Australian Culture, Not Fake News Merchants

Australian News Channel CEO, Angelos Frangopoulos, has urged Australian advertisers to carefully consider how their media investments impact Australian society. Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture. “This is about Australian stories being told by Australians,” he said, […]

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman
  • Advertising
  • Campaigns
  • Marketing

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman

Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success. The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. A survey conducted by […]

Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits. The campaign is part of the company’s “Season of Impact” and marks two firsts […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.