tag:www.econsultancy.com,2008:/topics/facebook Latest Facebook content from Econsultancy 2017-04-25T15:00:00+01:00 tag:www.econsultancy.com,2008:BlogPost/69007 2017-04-25T15:00:00+01:00 2017-04-25T15:00:00+01:00 Allergan Facebook initiative shows the risks of social media for pharma marketers Patricio Robles <p>For instance, patient testimonials posted on Facebook received "more than 3.5 million views, while the overall work generated 35 million impressions and resulted in a 10.5% lift in ad recall."</p> <p>But when looking at the <a href="https://www.facebook.com/RESTASIS/">Restasis Facebook Page</a>, I couldn't help but notice that many of the responses to the company's Facebook posts were complaints about cost.</p> <p>"Can not afford cost with savings card. Do you have any help. I am on social security," one person wrote. "Sad, my dad has severe dry eye and Restasis could certainly help, but he's got Medicare and can't afford it. Your savings program excludes Medicare recipients and he's got no other options," another wrote.</p> <p>The team managing the Restasis Facebook Page responded to these comments, in most cases apologizing for the situation and directing the individual to call a toll-free number or visit a page on which they can obtain information about a patient assistance program that they might be eligible for. But many consumers aren't eligible for patient assistance, leaving them out of luck.</p> <p><img src="https://assets.econsultancy.com/images/0008/5482/restasisfb.png" alt="" width="537" height="399"></p> <h4>Pharma almost always takes the blame</h4> <p>Allergan's team deserves credit for responding to comments complaining about cost and availability, but such comments also serve as a reminder of one of pharma's biggest challenges: even when it effectively markets its drugs directly to the consumers who need them, there's no guarantee that those consumers will be able to access them. </p> <p>On social media, consumers have a voice, and for an already <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">reputationally-challenged industry</a> grappling with outrage over drug prices, that means that social initiatives like Allergan's Restasis Facebook Page come with the risk of highlighting these issues, as consumers who find themselves unable to obtain the drugs they need have a platform for speaking out about their experiences.</p> <p>Of course, drug pricing and availability are complex issues and pharma companies aren't always responsible when consumers aren't able to obtain particular drugs. Healthcare providers and insurance companies play a big role in pricing and access. But because much of the frustration and outrage over these issues is frequently directed at pharma companies, they are most frequently the target of consumer complaints and that's bound to be true in social media.</p> <p>To be sure, the risk that consumers will post complaints about pricing and access on their social accounts doesn't mean that pharma marketers should avoid social channels, which are <a href="https://econsultancy.com/blog/67993-why-pharma-marketers-are-increasingly-turning-to-social-media">increasingly popular with pharma marketers</a> and have the potential to be <a href="https://econsultancy.com/blog/68846-three-effective-ways-pharma-brands-have-used-facebook-for-marketing">quite effective</a>. But as the Restasis Facebook Page demonstrates, pharma marketers should be prepared to deal with these when launching social initiatives. At a minimum, this includes being ready to field complaints, including those difficult ones related to cost and access.</p> tag:www.econsultancy.com,2008:BlogPost/69023 2017-04-25T10:00:00+01:00 2017-04-25T10:00:00+01:00 A review of HomeHero: The energy-switching chatbot Nikki Gilliland <p>Now, we all know how partial I am to a chatbot review, so this one seemed like a no-brainer. Here’s a rundown of HomeHero’s features, as well as my verdict on the AI technology behind it.</p> <h4>How does it work?</h4> <p>HomeHero is described as a ‘virtual energy assistant’, which aims to help consumers save money on their energy bill. Like most bots, it lives on Facebook Messenger, which means people can interact with it quickly and easily via a channel they most likely already use.</p> <p>This struck me as one of the biggest benefits, as it takes away the need to download a new app or even sign up to a service. </p> <p><img src="https://assets.econsultancy.com/images/0008/5594/IMG_4934.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/5595/IMG_4935.PNG" alt="" width="300" height="532"></p> <p>To access HomeHero, I simply visited the website and clicked on a link that took me to Messenger. You can also access it by searching for it as a contact directly.</p> <p>From there, I followed the instructions, which involved taking and sending a screenshot of the QR code on my most recent energy bill.</p> <p>This is where I had a bit of trouble, as the first image I sent returned no results. The bot didn’t give me any indication of what wasn’t working or even a prompt to try again. This is a problem that could certainly result in users giving up and abandoning the process. However, I persisted, this time trying a more zoomed in version which was clearly what the bot was waiting for.</p> <p><img src="https://assets.econsultancy.com/images/0008/5599/IMG_4938.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/5600/IMG_4939.PNG" alt="" width="300" height="532"></p> <h4>What does it provide?</h4> <p>By scanning your bill’s QR code, the bot is able to tell you how much you can save by switching to a cheaper tariff. It does this almost instantly, which is pretty impressive in itself.</p> <p>You can then choose to view the tariffs that HomeHero can help you switch to, or to see those you’d have to manually switch to yourself.</p> <p>If you choose a specific plan, it will also give you more information about the provider, and the option to switch there and then. If you choose to proceed, it will take you to the main HomeHero website, where you can enter your details and arrange for the switch to occur.</p> <p><img src="https://assets.econsultancy.com/images/0008/5602/IMG_4948.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/5601/IMG_4949.PNG" alt="" width="300" height="532"> </p> <p>While most users are likely to use the service to actually switch, the additional ‘Balloon Hunt’ game also provides a bit of frivolity.  </p> <p>The game works by asking for a photo of something that uses energy. In return, HomeHero will tell you how many balloons of CO2 it produces, alongside some extra trivia about its usage.</p> <p>While it's a bit of a stretch to call this a 'game', it's a nice bonus nonetheless. The idea being that it encourages users to save energy, as well as offers the opportunity to further interact with the bot.</p> <p><img src="https://assets.econsultancy.com/images/0008/5597/IMG_4944.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/5598/IMG_4945.PNG" alt="" width="300" height="532"> </p> <h4>Is there any real AI involved?</h4> <p>Like most bots I’ve used, HomeHero’s ‘chat’ is mainly presented through multiple choice. Users are given a selection of links to choose from, which then prompts the bot to continue. It does not understand natural language – only a few select phrases or words that it has been pre-programmed to recognise.</p> <p>This is not surprising, but I don’t think it matters all that much in this instance. This is mainly due to the fact HomeHero is designed to offer a functional service, with most users expecting convenience rather than real innovation. </p> <p>Annoyingly, the bot is not as streamlined as others I've tried, seeming occasionally clunky or unresponsive. However, it does deliver on its promise, providing an easy and accessible way to access a switching service.</p> <p>Ultimately, this is where its real value lies. The fact that anyone can access it via Facebook Messenger, with no sign up or additional download required, means that more people might feel inclined to check it out.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68932-how-we-built-our-facebook-chatbot-what-does-it-do-and-what-s-the-point/" target="_blank">How we built our Facebook chatbot: What does it do, and what's the point?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68805-are-brands-failing-to-properly-promote-their-new-chatbots/" target="_blank">Are brands failing to properly promote their new chatbots?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68868-facebook-scales-back-on-chatbots-what-does-it-mean-for-brands/" target="_blank">Facebook scales back on chatbots: What does it mean for brands?</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69004 2017-04-18T14:55:00+01:00 2017-04-18T14:55:00+01:00 As Facebook cracks down on a major spam operation, USA Today loses millions of Likes Patricio Robles <p>The social network <a href="https://www.facebook.com/notes/facebook-security/disrupting-a-major-spam-operation/10154327278540766/">also announced</a> that it disrupted a major spam operation it had been fighting for half a year. According to Facebook, the operation was "made up of inauthentic likes and comments that appear to come from accounts located in Bangladesh, Indonesia, Saudi Arabia, and a number of other countries. We found that most of this activity was generated not through traditional mass account creation methods, but by more sophisticated means that try to mask the fact that the accounts are part of the same coordinated operation. They used tricks to avoid detection, including redirecting their traffic through 'proxies that disguised their location."</p> <p>Facebook believes that the accounts created by the operation, which were still largely dormant, would later have been used to send mass spam to real users.</p> <p>Shabnam Shaik, a member of Facebook's Protect and Care team, explained that "Our systems were able to identify a large portion of this illegitimate activity – and to remove a substantial number of inauthentic likes." He added, "As we remove the rest of the inauthentic likes, we expect that 99% of impacted Pages with more than 10,000 likes will see a drop of less than 3%. None of these likes were the result of paid ads from the affected Pages."</p> <h4>But there apparently was an exception to that: USA Today.</h4> <p>According to social media monitoring platform CrowdTangle, USA Today had more than 15m Likes on Facebook as of last Thursday. By Friday, that figure had dropped to around 10m, and today, USA Today's Facebook Page has well under 10m Likes.</p> <p>As The Daily Caller's Alex Pfeiffer <a href="http://dailycaller.com/2017/04/14/facebook-discovers-major-spam-operation-usa-today-likes-plummet/">observed</a>, based on CrowdTangle's data, "no other major publisher appears to have experienced the same drop."</p> <p>While one might jump to the conclusion that the drop indicates USA Today was somehow involved in an effort to artificially inflate its Like count, that isn't the case. In fact, USA Today parent Gannett <a href="https://www.usatoday.com/story/tech/news/2017/04/14/facebook-breaks-up-fake-account-ring-targeting-publisher-pages/100451010/">reported</a> suspicious account activity to Facebook, which helped spark the social network's crackdown.</p> <p>According to Maribel Wadsworth, Gannett's chief transformation officer, "USA TODAY NETWORK takes great pride in our journalism and the trust our consumers and advertising partners have in us. Since we first brought this issue to Facebook’s attention, we have been in close communication with them and look forward to a swift solution that prevents this illegitimate activity from happening on our Facebook page in the future."</p> <p>There is irony in this story, however. In January, Jamie Motttram, then USA Today's social chief, bragged on Twitter about the growth of the publisher's Facebook Page, noting that it was the "fastest-growing FB page in news."</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The <a href="https://twitter.com/USATODAY">@USATODAY</a> Facebook page passed the 10 million-fans mark! Big milestone for the fastest-growing FB page in news. <a href="https://t.co/ceNeCtcqYM">pic.twitter.com/ceNeCtcqYM</a></p> — Jamie Mottram (@JamieMottram) <a href="https://twitter.com/JamieMottram/status/824991639961747456">January 27, 2017</a> </blockquote> <p>The precipitous drop in Likes on the USA Today Facebook Page following Facebook's crackdown suggests that much of that growth was the result of fake account activity, which offers two points publishers active on Facebook might want to mull: </p> <p>1) Clearly, publishers have a limited ability to determine how much of the activity on their Facebook Pages is legitimate, and without Facebook's help, there's little they can do to crack down on bad behavior.</p> <p>2) While Facebook noted that the "illegitimate activity" was in no way related to paid ads, one has to wonder whether investment decisions have been influenced by such activity. After all, publishers are almost certainly influenced by metrics like Likes when determining how much to spend on the social network, directly and indirectly. To the extent that those metrics are inflated, publishers risk increasing spend when it isn't necessarily justified and/or seeing some of their spend go to waste.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68724-marketers-plan-facebook-audits-following-metrics-faux-pas/">Marketers plan Facebook audits after metrics faux pas</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68992 2017-04-13T11:13:00+01:00 2017-04-13T11:13:00+01:00 Three ways mobile is impacting the beauty industry Nikki Gilliland <p>With stats taken from Facebook’s <a href="https://www.facebook.com/business/m/mobile-makeover" target="_blank">Mobile Makeover</a> report, here are a few reasons why.</p> <h3>Building personal connections</h3> <p>Mobile has now officially overtaken desktop, with 61% of time online in the UK being spent on a smartphone device. This means that there is now little distinction between the web and the ‘mobile’ web – they are seen as one and the same for many people.</p> <p>But why is mobile the preferred option? Facebook suggests that it's because our connection to mobile is much more personal and intimate than it is to television screens or even desktop computers. </p> <p><img src="https://assets.econsultancy.com/images/0008/5415/mobile_is.JPG" alt="" width="340" height="498"></p> <p>We can switch from interacting with real life friends to our favourite brands, meaning there’s also very little difference in how we engage with them. </p> <p>For beauty brands, mobile enables them to build a much more direct and intimate connection the consumer. Or essentially, to become their friend too.</p> <p>Just like someone might 'like' a shared photo on Facebook, the same person wouldn’t think twice about doing so on a brand’s Instagram account. Brands such as Glossier capitalise on this seamless browsing behaviour, continuously putting relatable and shareable content into followers' news feeds.</p> <p><img src="https://assets.econsultancy.com/images/0008/5416/Glossier.JPG" alt="" width="760" height="484"></p> <h3>Sharing in real-time</h3> <p>Facebook states that 46% of beauty consumers use social media to share the results of something they’ve bought. It seems more so than any other industry, users are willing to offer their own feedback or share their opinion way past the point of purchase.</p> <p>This reflects the changing nature of the beauty industry in general, which is veering away from the unattainable to something much more authentic and real. Instead of looking to glossy fashion magazines for inspiration, consumers can check out an influencer online or read reviews from a fellow consumer – all directly from mobile.</p> <p>Meanwhile, since anyone can take and upload a selfie, beauty brands now have millions of advocates at their disposal.</p> <p>User-generated content is widely used by everyone from Kylie Cosmetics to Sephora, allowing brands to promote a sense of authenticity as well as foster a community online. Beauty fans apparently have 2.5 times the average number of followers on Instagram and follow four times the average number of accounts – it also enables brands to continue the cycle of advocacy.</p> <p><img src="https://assets.econsultancy.com/images/0008/5417/Kylie.JPG" alt="" width="680" height="375"></p> <h3>Shopping on mobile</h3> <p>So, we’ve established just how important mobile is for capturing consumer engagement – but what about sales? Europe’s leading online beauty retailers reportedly get 50% of their <a href="https://www.raconteur.net/lifestyle/digital-is-key-to-beauty-industry" target="_blank">business from mobile devices</a>. </p> <p>This demonstrates the importance of a multichannel shopping experience, with brands being able to prompt consumers to purchase in the very moments they are researching, browsing or merely consuming content. </p> <p>Lastly, with Instagram recently allowing brands to test taggable or buyable products in photos, we could soon be moving into a whole new world of social commerce. Where, undoubtedly, mobile will be key.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68689-how-the-beauty-industry-is-embracing-the-internet-of-things/">How the beauty industry is embracing the Internet of Things</a></em></li> <li><em><a href="https://econsultancy.com/blog/68205-how-three-beauty-ecommerce-sites-integrate-editorial-content/">How three beauty ecommerce sites integrate editorial content</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68967 2017-04-05T15:00:00+01:00 2017-04-05T15:00:00+01:00 The best social stories and campaigns from March 2017 Nikki Gilliland <h3>Facebook introduces Stories</h3> <p>Another month, another <a href="https://econsultancy.com/blog/68946-what-the-commodification-of-snapchat-stories-means-for-marketers/" target="_blank">Snapchat-style steal</a> from Facebook. This time, it’s in the form of Stories, a feature that allows users to overlay special effects onto photos and videos. </p> <p>Users can then share them in the News Feed or as a disappearing private message through the new Facebook Direct.</p> <p>While the feature is pretty much identical to Instagram Stories, the main difference is that you can control exactly who sees the posts by using the privacy feature (much like you can with any other post on Facebook). </p> <p><img src="https://assets.econsultancy.com/images/0008/5243/Stories.png" alt="" width="350" height="717"></p> <h3>Ted Baker releases 360 degree shoppable video</h3> <p>It was a big month for retail brands, with <a href="https://econsultancy.com/blog/68900-ted-baker-uses-360-video-and-instagram-stories-for-new-ss17-campaign/">Ted Baker’s Spring/Summer marketing campaign</a> being one of the most notable.</p> <p>‘Meet the Bakers’ was a multichannel effort, centring around an episodic sitcom about a fictional (and rather secretive) suburban family.</p> <p>It included activity on Instagram Stories as well as in physical stores, however its shoppable film was the best part, with VR technology and 360-degree technology allowing consumers to become fully immersed in the Bakers’ story. </p> <p><iframe src="https://www.youtube.com/embed/ZSSfIlQnZb8?wmode=transparent" width="656" height="367"></iframe></p> <h3>YouTube to remove 30 second unskippable ads</h3> <p>There was some good news for impatient souls last month, as YouTube announced that it will be removing 30-second unskippable ads from its platform. The only catch is, you’ll have to wait a <em>little</em> bit longer, as it’s not actually happening until 2018.</p> <p>The move is part of YouTube’s effort to create a better user experience for viewers, and while a shorter time-frame might prove tricky for advertisers, there will still be the option for 20 second unskippable ads. Read why it could prove to be a good thing <a href="https://econsultancy.com/blog/68841-youtube-to-remove-30s-unskippable-ads-what-does-it-mean-for-brands/" target="_blank">all-round here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/5241/YouTube.JPG" alt="" width="645" height="388"></p> <h3>Heinz resurrects Don Draper’s ad pitch</h3> <p>TV fans might recognise the slogan, ‘Pass the Heinz’, which was originally featured in a season six episode of Mad Men. Now, more than 50 years after Don Draper’s Heinz pitch was rejected, the ketchup brand has decided to make it a modern reality.</p> <p>Heinz’ campaign will involve three print ads which show close-ups of burgers, fries and steaks looking ‘tantalisingly incomplete’ without everyone’s favourite condiment. It will also run on social media, with fans of the show already showing support on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Oh, how we miss you, Don. <a href="https://twitter.com/hashtag/passtheheinz?src=hash">#passtheheinz</a> <a href="https://twitter.com/hashtag/dondraper?src=hash">#dondraper</a> <a href="https://twitter.com/hashtag/madmen?src=hash">#madmen</a> <a href="https://t.co/72CPZrHQlE">https://t.co/72CPZrHQlE</a> <a href="https://t.co/rI4HvTArLO">https://t.co/rI4HvTArLO</a></p> — Amy Ingoldsby (@AIRetail) <a href="https://twitter.com/AIRetail/status/846488590423130114">March 27, 2017</a> </blockquote> <p>Fusing popular culture and creative copywriting, the campaign is particularly clever as it still works even if you’ve never seen an episode of Mad Men in your life (Editor's note: it's possibly the best of the big four box sets).</p> <h3>LinkedIn wants to become a news platform</h3> <p>With the introduction of Trending Storylines, LinkedIn has taken steps to become a news platform as well as a networking channel.</p> <p>Designed to help you ‘discover and discuss news, ideas and diverse perspectives’ – the feature will use an algorithm as well as an editorial team to deliver relevant stories to users' news feeds.</p> <p>Currently only available in the US, Trending Storylines is set to roll out to other markets in the very near future.</p> <p><iframe src="https://www.youtube.com/embed/snYkqz7CA-Y?wmode=transparent" width="800" height="480"></iframe></p> <h3>Apple announces Clips</h3> <p>Last month also saw Apple announce its new mobile video app, Clips.</p> <p>While it will have some features similar to Instagram and Snapchat, mainly in the form of overlays, emojis and music - there’s far more to it than that.</p> <p>As well as allowing you to share video creations on other platforms, the tool will include facial recognition to identify people in videos and ‘Live Titles’, which will turn spoken words into on-screen text.</p> <p><img src="https://assets.econsultancy.com/images/0008/5239/Apple_Clips.JPG" alt="" width="760" height="506"></p> <h3>The Body Shop celebrates quirky Mums</h3> <p>March also saw Mother’s Day in the UK, with a whole host of retailers rolling out campaigns to target gift-buying consumers.</p> <p>The Body Shop’s ‘Rock it like a Mother’ example was one of the best of the bunch, with the brand rolling out a multi-channel campaign encouraging users to share photos of the women that have passed on quirky and empowering traits. It also held events in-stores, with free makeovers being offered to mums. </p> <p>With most brands relying on standard gift guides, its emotion-lead campaign made a refreshing change.</p> <p><a href="https://econsultancy.com/blog/68888-six-examples-of-mother-s-day-marketing-from-online-retailers/">More Mother's Day campaigns</a></p> <p><img src="https://assets.econsultancy.com/images/0008/5267/Body_Shop.JPG" alt="" width="400" height="536"></p> <h3>Facebook launches Town Hall feature in the US</h3> <p>The end of March saw Facebook launch ‘Town Hall’, a feature that lets US mobile and desktop users contact their local, state and federal government representatives.</p> <p>If you like or comment on a post by a local representative, you’ll then be invited to email, call or message them – the idea being that users will have a greater opportunity to voice their concerns, which conveniently for Facebook, will happen away from the News Feed.</p> <p>It comes on the back of accusations that the platform did little to prevent the spread of fake news in the run up to Trump’s presidential victory.</p> <p><img src="https://assets.econsultancy.com/images/0008/5242/Town_Hall.JPG" alt="" width="350" height="723"></p> <h3>Tinder invites the most desirable to use Select </h3> <p>It was revealed that Tinder has been running a secret version of its app solely for the most desirable users.</p> <p>Members-only Tinder Select is said to be made up of elite personalities, including models, actors, CEO’s and other affluent types.</p> <p>While it’s not exactly clear how Tinder decides who is invited, the platform’s ELO algorithm is likely to be a factor in helping to determine the most popular and desirable candidates. </p> <p><img src="https://assets.econsultancy.com/images/0008/5240/Tinder_Select.JPG" alt="" width="730" height="385"></p> <h3>The internet falls in love with four-year old Marion Kelly</h3> <p>Finally, if you’re feeling a bit down in the dumps, why not take a little inspiration from the star of last month’s biggest viral video – Marion Kelly.</p> <p>The now famous four-year-old made waves when she hilariously crashed her father’s live BBC interview, just as he was in the middle of talking about the impeachment of South Korean president, Park Geun-hye.</p> <p>It didn’t stop there, as Marion equally impressed during the family’s subsequent press conference, where she appeared as nonchalant as ever.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you know you're BBC interview kid and don't have to even try anymore. <a href="https://t.co/fIcmpZCFlt">pic.twitter.com/fIcmpZCFlt</a></p> — Rachel Waterman (@RW_HofV) <a href="https://twitter.com/RW_HofV/status/842287618440237056">March 16, 2017</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68966 2017-04-04T11:00:00+01:00 2017-04-04T11:00:00+01:00 Is a second Facebook News Feed in the works? What you need to know Patricio Robles <p>Here's what you need to know.</p> <h3>Facebook has acknowleged that it's testing a new feature</h3> <p>According to Facebook, "We are testing a complementary feed of popular articles, videos, and photos, customized for each person based on content that might be interesting to them. We've heard from people that they want an easy way to explore new content they haven't connected with yet."</p> <p>The rationale behind a second News Feed isn't hard to grasp: despite its continued popularity and growth, Facebook is reportedly trying to keep user engagement up. <a href="https://www.theinformation.com/facebook-struggles-to-stop-decline-in-original-sharing">According to</a> internal documents that were leaked last year, the company is apparently concerned that its users are sharing fewer personal updates.</p> <p>In what might have been a response to this trend, <a href="https://econsultancy.com/blog/68022-what-marketers-need-to-know-about-facebook-s-latest-news-feed-update/">Facebook announced algorithm updates</a> to prioritize updates from friends and family. The addition of a second News Feed could also conceivably help increase engagement. </p> <h3>It could be a boon to brand and marketers</h3> <p>Over the years, organic reach for posts by Facebook Pages has declined significantly. By one count, <a href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">it dropped a whopping 52%</a> for some 300 media companies in the first six months of 2016 alone.</p> <p>While Facebook could of course tweak its algorithm to boost organic reach, that almost certainly would come at a cost to its ad business. A second News Feed, on the other hand, seems to offer Facebook a way to give brands with popular content greater reach without having to mess with its primary News Feed.</p> <p>An added benefit of a second News Feed is that it would offer brands the ability to reach new Facebook users.</p> <h3>At the same time, it could help Facebook deal with its ad load challenge</h3> <p>In addition to the possibility that a second News Feed would allow Facebook to give brands greater reach without increasing News Feed organic reach, the second feed could also help Facebook deal with the fact that it has been <a href="https://www.recode.net/2016/7/27/12305002/facebook-ad-load-q2-earnings">warning about peak ad load</a> for the past year.</p> <p>While Facebook has not revealed any plans for ads in the experimental New Feed, there's no reason to believe that Facebook couldn't monetize the new feed if it is rolled out globally.</p> <h3>But it could also make "fake news" even more problematic</h3> <p>After coming under fire for its platform's role in spreading "fake news" during the 2016 U.S. presidential election, Facebook has announced numerous initatives to fight "fake news" that is spread through its network. It's a big challenge for a number of technical and political reasons, and a second News Feed could complicate matters.</p> <p>After all, Facebook's second News Feed is designed, in part, to promote popular content, it's conceivable that parties attempting to game the system could succeed, resulting in even more "fake news" being distributed.</p> <p>Additionally, if a second News Feed introduces users to content that they don't find relevant or that is orthogonal to their social values or political beliefs, it could prompt complaints that Facebook is acting in a biased manner intended to influence users.</p> <p>Given the <a href="http://www.reuters.com/article/us-socialmedia-facebook-idUSKCN0Y02EY">past claims regarding the curation of content for Facebook's Trending section</a> and <a href="https://www.theguardian.com/technology/2014/jul/02/facebook-apologises-psychological-experiments-on-users">psychological experiments the company ran without user knowledge</a>, any attempt to add an element of human curation to a second News Feed could expose the social network to even greater scrutiny and criticism.</p> <h3>And users just might not like it</h3> <p>Even if a second News Feed doesn't create a "fake news" crisis, it's possible that users simply won't like it and thus, won't use it.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What has Facebook done now? I already really dislike that marketplace crap. Now what's this rocket icon thing??? <a href="https://t.co/l0obKojCJH">pic.twitter.com/l0obKojCJH</a></p> — Amanda Clinton (@Amanda_Clinton) <a href="https://twitter.com/Amanda_Clinton/status/837874666811314177">March 4, 2017</a> </blockquote> <p>Obviously, the user above doesn't speak for <em>all</em> users, but there likely are many Facebook users who primarily use the service to keep in touch with friends and family, and to follow people and organizations they care about. If Facebook gets too aggressive in its efforts to introduce them to content from sources they aren't familiar with, it might not have the intended effect.</p> tag:www.econsultancy.com,2008:BlogPost/68945 2017-04-03T14:01:17+01:00 2017-04-03T14:01:17+01:00 Thanks to politicians, ISPs could soon become the dominant digital ad players in the US Patricio Robles <p>One of the obvious goals of these acquisitions is to stake out a better position in the booming digital advertising market, which surpassed television ad spending last year in the US and is now worth more than $70bn annually.</p> <p>But now, ISPs may have an even easier time realizing their digital advertising dreams thanks to the US House of Representatives and Senate voting to pass S.J. Res. 34, a measure that kills consumer broadband privacy rules that the Federal Communications Commission (FCC) <a href="https://www.fcc.gov/document/fcc-adopts-broadband-consumer-privacy-rules">enacted last October</a> which required ISPs to get consumers to give them permission to collect sensitive data, including their browsing histories, geolocation data, and financial information. Additionally, the rules required ISPs to be more transparent about their data collection and sales practices.</p> <p>US President Donald Trump is expected to sign S.J. Res. 34.</p> <p>Once that happens, as DSLReport's Karl Bode <a href="http://www.dslreports.com/shownews/The-GOP-Just-Killed-Consumer-Broadband-Privacy-Protections-139244">notes</a>, "there's arguably little to prevent ISPs from doing whatever they'd like with your personal information, including selling it to [third-party] companies."</p> <h3>Disappointment and outrage</h3> <p>Not surprisingly, many observers expressed disappointment and even outrage at the vote, which saw S.J. Res. 34 pass in both the House and Senate by a slim margin along party lines. <a href="https://www.eff.org/deeplinks/2017/03/congress-sides-cable-and-telephone-industry">According to</a> the Electronic Frontier Foundation (EFF), once President Trump signs S.J. Res. 34 the internet is going to become a less friendly and potentially downright scary place for US consumers:</p> <blockquote> <p>...big Internet providers will be given new powers to harvest your personal information in extraordinarily creepy ways. They will watch your every action online and create highly personalized and sensitive profiles for the highest bidder. All without your consent.</p> <p>This breaks with the decades long legal tradition that your communications provider is never allowed to monetize your personal information without asking for your permission first. This will harm our cybersecurity as these companies become giant repositories of personal data.</p> <p>It won't be long before the government begins demanding access to the treasure trove of private information Internet providers will collect and store.</p> </blockquote> <p>While such dire predictions are not guaranteed to come true, most tech industry observers and experts have expressed significant concerns that the elimination of the FCC's privacy rules would leave consumers vulnerable. Indeed, it would appear that, absent a regulatory change of heart, ISPs will now be free to collect data, and sell and use it, without many restrictions.</p> <p>So what happened? Members of the House and Senate recognized what was at stake. Democratic critics of S.J. Res. 34 <a href="https://arstechnica.com/tech-policy/2017/03/for-sale-your-private-browsing-history/">warned</a> that the measure would make ISPs "more powerful than Amazon and Google." And they raised the privacy implications. "Just last week I bought underwear on the Internet. Why should you know what size I take or the color?" Rep. Michael Capuano asked his colleagues during debate.</p> <p>But Republicans who voted for S.J. Res. 34 expressed concern that the FCC's privacy rules "arbitrarily [treat] Internet service providers differently from the rest of the Internet" and thus represent "government intervention in the free market." They argued that this benefited search engines and social networks, namely Google and Facebook, who use their massive data troves with minimal restriction to dominate the digital ad market.</p> <p>Of course, users can more easily choose not to use Google and Facebook than they can not to use an ISP, and there are steps they can take to limit tracking when they use internet services. On the other hand, ISPs have the unique ability to track every single site a customer visits, which is why there is so much disappointment and outrage over S.J. Res. 34.</p> <p>The unfettered ability to use and sell that browsing history data will put ISPs in position to make big moves in the digital advertising market and for better or worse, nobody should expect them to delay.</p> tag:www.econsultancy.com,2008:BlogPost/68946 2017-03-29T13:56:43+01:00 2017-03-29T13:56:43+01:00 What the commodification of (Snapchat) Stories means for marketers Bola Awoniyi <p>Life can come at you fast though, especially when you're in the consumer tech space.</p> <p>In less than 12 months, the Stories format is now prevalent on the Instagram, Messenger, WhatsApp and Facebook apps, thus making the intentions of the largest aggregator of human attention abundantly obvious.</p> <p>However, Facebook is not the only entity to have taken inspiration. Medium’s version of the format, <a href="https://medium.com/the-mission/wtf-is-mediums-new-series-feature-and-what-does-it-mean-for-us-7a267fc5bebb">“Series”</a>, is less than a month old. <a href="http://www.apple.com/uk/clips/">Clips</a>, announced just last week, is Apple’s attempt to also get involved in the space.</p> <p>And although misguided, Twitter’s implementations of <a href="https://thenextweb.com/apps/2016/08/09/twitter-moments-stories/#.tnw_X98BwX7l">Moments</a> and <a href="https://www.recode.net/2016/6/27/12037034/twitter-stickers-feature-like-snapchat-facebook">Stickers</a> were both attempts at competing with the Stories phenomena.</p> <p>With the proliferation of mobile storytelling heading fast towards visual content overlaid with filters and emojis, it begs the question, how should brands respond?</p> <h3>From Feature to Format</h3> <p>There is no doubt that what was once an exclusive part of Snapchat is now a part of a growing numbers of apps and platforms where consumers spend the bulk of their time. </p> <p>Whether or not Facebook / Instagram were underhand in imitating the feature is now irrelevant; it's now a format that hundreds of millions are going to be exposed to in the coming months. With that change should follow a change of tack for marketers and others interested in getting the attention of consumers.</p> <p>It no longer makes sense to avoid Stories because your customer is not on Snapchat. Stories is going to be a commonplace feature, with consumers likely trying it out on multiple platforms and, more importantly, seeing how others use the format too.</p> <p><img src="https://assets.econsultancy.com/images/0008/5113/facebook_stories.jpg" alt="" width="750" height="441"></p> <p>It is already <a href="https://techcrunch.com/2017/03/26/camera-is-the-new-keyboard/">being described as the new news feed</a>, which may not be far from the truth if users flock to the format on Facebook in the same way users have done on Instagram (There are now as many people using Stories on Instagram as there are using the entire Snapchat app).</p> <p>If this is truly the case, marketers that are not experienced in the format, should start building the expertise, lest they get left behind.</p> <h3>Stories is now a language marketers need to learn</h3> <p>The nuts and bolts of a Story are mostly the same, regardless of which app you are using:</p> <ul> <li>Video and picture content presented (mostly) vertically, completely natural in a smartphone-driven world.</li> <li>Stories are told in chronological order, rather than the reverse chronology of the old Twitter timeline / Instagram feed, or the algorithmic feed made popular by Facebook.</li> <li>Images are normally overlaid with text, music, filters, emojis and other things. The assortment of options is unique to each platform for the time being, but whether that changes or not remains to be seen.</li> </ul> <p>This combination of elements, in particular the camera function, is uniquely enabled by smartphones, which the creators and imitators of the formats have more than embraced. </p> <p>Snap CEO Evan Spiegel:</p> <blockquote> <p>In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones.</p> </blockquote> <p>Messenger Day product manager, Tony Leach:</p> <blockquote> <p>We like to think of the camera as the new keyboard.</p> </blockquote> <p>This marks a significant change from the content currently being posted on social feeds. Most of this content is strictly one format: Links, text, pictures, videos, that stand side by side in contained units.</p> <p>What the format of Stories has created is a mobile-friendly canvas for users to create experiences where pictures, videos, sounds, words and more can come together. This will require even more creativity from marketers on a more frequent basis, if they are going to use Stories as a format effectively.</p> <h3>Yet another format to add to the mix</h3> <p>However, just because Stories is “the new news feed”, that doesn’t mean the feed format is obsolete.</p> <p>While Stories is currently being used to tie together the in-between moments that make up a user’s daily narrative, the feed / timeline is just as important in its role of showing off the best moments a user has to offer; hero content, if you will.</p> <p>On top of this, despite Zuckerberg’s clear eye for products and features that garner consumer attention, to date his company has only created significant revenue from feed-based products.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fmessenger%2Fvideos%2F1227636360689375%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>As social platforms continuously seek to find the optimal balance between showing users content from friends and family vs. brands vs. professional content producers, it is probably safe to assume that marketers will still need to continue creating engaging content for the feed, as well as content for their Stories.</p> <p>Consequently, as the Stories format gains adoption, brands will have to make real decisions about how to distribute resources among the different formats and platforms they use for social media.</p> <h3>Don’t forget to think about ads too</h3> <p>It goes without saying that at some point, marketers will need to take the ad formats that go in between each story seriously, probably sooner rather than later.</p> <p>Thus far, <a href="https://www.snapchat.com/ads/snap-ads">such ads on Snapchat</a> can only be executed through <a href="https://www.snapchat.com/ads/partners">the use of a Snapchat partner</a>, while <a href="https://business.instagram.com/blog/instagram-stories-available-globally/">Instagram only made global advertising for Stories available</a> at the beginning of March. As the format increases in popularity, you can guarantee Facebook will switch on ads for its other properties too.</p> <p>Advertising creative in this format will be markably different to ads for other formats, which only adds to the learning curve marketers will need to go through.</p> <p>Marketers will be best served to start experimenting on this in small pockets on Instagram as soon as possible (and Snapchat if you have the budget), to ensure that their brand will be in the best position to capitalise when the time is right.</p> <h3>In conclusion...</h3> <p>While Stories being copied may be problematic for Snapchat, it also puts the onus on marketers to get to grips with yet another format.</p> <p>It may take some time for the format to take off, but every second that your brand is not making these stories, it’s another second your competitor could be gaining valuable experience and marketshare at your expense.</p> <p>That said, as Facebook has clearly shown, sometimes there is nothing wrong with waiting to see how things go, before having the audacity to copy well.</p> tag:www.econsultancy.com,2008:BlogPost/68932 2017-03-28T10:01:00+01:00 2017-03-28T10:01:00+01:00 How we built our Facebook chatbot: What does it do, and what's the point? David Moth <p>At Econsultancy we’ve always been happy about sharing our own data, as we know that our audience loves to learn from case studies.</p> <p>So as well as building the chatbot, we thought it would be useful to blog about the development process so that you, dear reader, can get an insight into how it all works.</p> <p>If you’re unsure of what a chatbot is, you can get a decent overview from these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">What are chatbots and why should marketers care?</a></li> <li><a href="https://econsultancy.com/blog/68208-chatbots-are-they-better-without-the-chat/">Chatbots: Are they better without the chat?</a></li> <li><a href="https://econsultancy.com/blog/68732-what-makes-a-good-chatbot-ux/">What makes a good chatbot UX?</a></li> <li><a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/">Five pioneering examples of how brands are using chatbots</a></li> </ul> <p>And now here’s the story behind our own Econsultancy chatbot.</p> <h4>What’s the point?</h4> <p>On the Econsultancy blog we often question the logic behind using tech for tech’s sake. Ben Davis has a running feud with everyone who works <a href="https://econsultancy.com/blog/67389-why-won-t-internet-fridges-go-away/">in the internet fridge industry</a>, for example.</p> <p>So why have we built this chatbot and what do we hope to achieve? Like a lot of other brands, one of the reasons we’ve jumped on the chatbot bandwagon is because of its PR value. The tech is still new and interesting, and it makes a nice change to our usual marketing campaigns.</p> <p>However, it’s also a good fit with the themes of <a href="http://conferences.marketingweek.com/supercharged">Supercharged</a> and acts sort of like a proof of concept for the event. We run a number of other conferences during the year and we’re unlikely to create chatbots for any of those.</p> <p>Finally, it just sounded like it would be a bit of fun and a good learning experience. Our expectations are modest – we know we’re not going to sell loads of tickets through the bot, we just want to test out the technology and create an interesting experience for Supercharged’s audience.</p> <h4>What does it do?</h4> <p>We don’t have the resources in-house to build a chatbot, so instead asked marketing technology agency <a href="http://www.bytelondon.com/">Byte London</a> to build it for us.</p> <p>Byte have previously built bots for Adidas and Just Eat among others, so are very much the experts in this field. As such we leaned on them heavily for advice on what our bot should and shouldn’t do.</p> <p><img src="https://assets.econsultancy.com/images/0008/4998/Screen_Shot_2017-03-23_at_15.32.48.png" alt="" width="360" height="190"></p> <p>Having decided that we wanted to launch a bot, our first challenge was to work out what we wanted it to do. This is obviously the wrong way to approach a marketing project, but hey ho.</p> <p>If our chatbot was to stand a chance of success, it needed to provide some value to the user. As such we decided to make the functionality extremely simple – in its first iteration our bot just offers information about Supercharged and explains a bit about chatbot technology. Additional functionality will be added as the event approaches, but only where it is of genuine use to our audience.</p> <p>With any new tech there’s a temptation to try and push the envelope a bit, adding quirky features to surprise and delight your users. However, this chatbot has been created specifically for a marketing conference – we have to be realistic about how often people are going to use it and expect them to have limited patience for quirky functionality.</p> <p>One other thing worth noting is that everyone who messages your company via Facebook will be greeted by your chatbot. That means that if anyone messages Econsultancy to ask a customer service question, they’ll get caught in an automated conversation about Supercharged.</p> <p>As we only get a handful of queries via Facebook each month (Twitter is our most popular social channel), we were willing to take a risk here. Though a few unsuspecting people might be confused or even annoyed by our chatbot, the benefits of trying out the technology outweigh any potential negatives.</p> <h4>The build</h4> <p>Byte’s strategist Isabel Perry helped lead this project, which began with a meeting where we worked out exactly what we wanted the bot to do and how it should be articulated. At this stage I should point out that our chatbot doesn’t actually use AI. As with most bots, all interactions are guided by a decision tree with pre-programmed responses. </p> <p>So, having decided what we want our bot to offer (event details, speaker info, links to tickets, info on chatbots), we then had to design a conversation diagram which leads people to that information via a series of multiple choice questions. Think of it like a ‘Choose Your Own Adventure’ book.</p> <p>We’ve attempted to make it feel as natural as possible, but it obviously means our bot isn’t capable of having a proper conversation. That type of tech is beyond us at the moment. So what do we do when people go off piste and type in free text?</p> <p>The only solution is to try and predict what people will ask, then script relevant responses. Thankfully Byte have experience of this already so could offer advice on the types of questions users might ask, but there will always be things we hadn’t thought of (particularly when you take into account misspellings and abbreviations). We plan to keep an eye on common questions and update our script accordingly.</p> <p>This Slideshare shows the full chatbot conversation script, created by Byte using Omnigraffle. You’ll notice that the bot also asks the users some questions. We added these in for two reasons: to make it more of a two-way conversation and to collect some anecdotal data that we can potentially use in blog posts or at the event.</p> <p><iframe src="https://www.slideshare.net/slideshow/embed_code/key/4d3Fdx3ts1SXV0" width="595" height="485"></iframe></p> <p>Once the script was finalised, Byte built the bot using its own custom framework, which is based on BotKit. </p> <p>If you’re tempted to build your own bot, you might be pleased to hear that you don’t necessarily need a developer for it. However, you’ll obviously be making a compromise on quality.</p> <p>According to Isabel: “There are good tools available like Chatfuel, Converse and PullString that help non-developers. That said, imagine the difference between using Squarespace to make a website and working with a developer.</p> <p>"It’s fine for chatbots with static content, but you quickly approach the limits of what they allow you to do. There is no backend so you can’t handle data, you can’t scale, you can’t use dynamic content and you’re limited to basic conversation logic. Developer free chatbots are easy to get started but they’re labour intensive to expand and maintain.”</p> <p>Once the chatbot was complete it had to be submitted to Facebook for sign off. This is a fairly simple process and is really just to prevent businesses from spamming users with push notifications.</p> <p><img src="https://assets.econsultancy.com/images/0008/4991/app_review_for_Messenger.png" alt="" width="700" height="574"></p> <p>After our bot was given the okay we were able to demo it within Facebook using Chatfuel. This allowed us to make edits to a live version before unleashing it on the public.</p> <h4>The launch</h4> <p>Building the chatbot is perhaps the easiest part of this whole endeavour (I say that having had nothing to do with the development side other than writing some content). The bigger challenge is getting people to actually speak to it.</p> <p>Discoverability of Facebook chatbots remains an issue, particularly as chatbots are still relatively new technology so people need to be educated on what they are. </p> <p>Other than simply relying on people to search your brand name in Messenger, the options available for promoting a chatbot include:</p> <ul> <li> <a href="https://developers.facebook.com/blog/post/2016/09/12/new-messenger-features-payments-ads-enhanced-mobile-websites/">News Feed Ads</a> that link to Messenger.</li> <li>Facebook SDK Plugins that make buttons you can add to your own website / app.</li> <li>m.me links that direct users to the bot (e.g. ours is <a href="http://www.m.me/econsultancy">m.me/econsultancy</a>)</li> <li>Messenger codes. These are <a href="https://www.facebook.com/business/help/171789149881456/?ref=u2u">codes automatically generated by Facebook</a> which users can scan using the Messenger app. This is ours:</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/4989/Econsultancy_Facebook_Messenger_code.png" alt="" width="223" height="223"></p> <p>We’ve just begun plugging the bot via our social channels and plan to also include it in emails and other <a href="http://conferences.marketingweek.com/supercharged">Supercharged</a> marketing. Our challenge is really two-fold – we need to both raise awareness of our new event, plus this chatbot that sits alongside it.</p> <p>I’ll update you on the success of our marketing efforts and how our chatbot evolves in future posts.</p> tag:www.econsultancy.com,2008:BlogPost/68923 2017-03-21T14:18:07+00:00 2017-03-21T14:18:07+00:00 CAP issues fresh guidelines for influencer marketing: Will it make a difference? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/4887/Born_Social.JPG" alt="" width="760" height="376"></p> <p>A lack of consumer understanding is not the only problem, of course. Confusion over how brands and influencers should label paid-for content remains a big issue. As a result, CAP (the Committee of Advertising Practice) has recently issued a <a href="https://www.asa.org.uk/advice-online/affiliate-marketing.html" target="_blank">fresh set of guidelines</a> to help social influencers and brands stick to the rules. </p> <p>Here’s a bit more on the story and how it could affect the world of influencer marketing in future.</p> <h3>Platform-specific rules</h3> <p>The new guidelines relate to affiliate marketing deals, whereby influencers are paid for the clicks they receive on sponsored content. </p> <p>CAP states that all ‘marketing communications must be obviously identifiable as such’. In other words, brands and influencers should ensure that any paid-for content is clearly labelled as an advert.</p> <p>While this rule is not necessarily new, CAP has now emphasised that influencers should be more aware of the differences between platforms in order to recognise how to label sponsored content accordingly. </p> <p>For example, on platforms like Instagram where images are visible before text, the word ‘ad’ should be overlaid so that users are aware before they click through. Alternatively, where a vlog might include a minute or so of content related to affiliate products, this should be flagged (even if it doesn’t require the video to be labelled as an ad overall).</p> <p>Essentially, the new guidelines reinforce the notion that there is no blanket approach to labelling branded content, but that it is vital that consumers know when they are viewing ads – regardless of how fleeting or small the sponsored aspect might be.</p> <p><img src="https://assets.econsultancy.com/images/0008/4888/Sponsored_KK.JPG" alt="" width="760" height="558"></p> <h3>How is it being enforced?</h3> <p>While these guidelines might be useful for influencers who are unaware of the boundaries, there still seems to be a problem with ensuring they are followed. As platforms are yet to introduce any features that truly differentiate paid-for content from any other kind, bodies like the ASA (Advertising Standards Authority) rely on the general public as well as fellow influencers to flag up unlabelled ads.</p> <p>On the other hand, cases appear to be slipping through the cracks due to the vague and somewhat inconsequential nature of what might happen if the rules are flouted.</p> <p>So far, there have only been a few instances of perpetrators being caught out, with one of the biggest examples being UK marketing agency, Social Chain. Despite being probed for failing to disclose advertising content, however, the repercussions were relatively minor, with the company merely being told to remove the content and to promise not to do it again.</p> <p>As well as vague consequences, influencers might choose to ignore the rules due to worries over platforms burying sponsored posts. In other words, regardless of the creative or authentic nature of the content as a whole, the ‘ad’ label could overshadow this and lead to the content being devalued.</p> <h3>Do consumers really care?</h3> <p>With the guidelines being put in place for the benefit of consumers, how does the public really feel about influencers working with brands?</p> <p>On one hand, <a href="http://www.bornsocial.co.uk/thesocialsurvey" target="_blank">Born Social’s survey</a> suggests that consumers look down on sponsored content, with 48.7% of people trusting a recommendation to a lesser extent if they know an influencer is being paid. However, a poll by Kantar Millward Brown suggests that, in contrast, teenagers are becoming more <a href="http://www.purecontent.com/blog/teens-in-uk-and-germany-more-receptive-to-branded-content/" target="_blank">receptive to brand content</a>. What’s more, it states that 35% of 35-49 year olds in the UK also feel positive towards content relating to products, services and other brand info.</p> <p>While these findings might sound contradictory, there is one common thread – that transparency is key.</p> <p>Regardless of how a person might feel about brand content in general, deliberately hiding or failing to disclose it can only do more harm than good. As a result – with consumer trust on the line – it is vital for both brands and influencers to implement the new guidelines in order to retain it.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68230-two-different-paths-to-influencer-marketing-which-is-best-for-you/" target="_blank">Two different paths to influencer marketing: Which is best for you?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">Four key trends within the world of influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">Is micro-influencer marketing viable?</a></em></li> </ul>