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#ad #spon #aff … let’s talk labels and influencer marketing

Oh, this is one of the most requested podcasts, so I am delighted to be able to bring you a podcast all about labelling your sponsored/gifted/affiliate linked content. This is a MUST listen for anyone who is or would like to be an influencer. It’s really important…

#ad #spon #aff … let’s talk labels and influencer marketing

This is a subject that is a constant point of annoyance for me, which makes being able to share more about it so important. Be clear- I know that everyone makes mistakes and everyone needs to learn- but when I see repeat ‘offenders’ who really should know better at the same time as seeing others really scared to do the wrong thing, well, it just doesn’t sit well me me at all. So hopefully, this podcast- the information within it and the addition resources available mentioned- should really help those who want to do the right thing.

I do understand that it can be really confusing, but I always refer people to the guide available on the ASA’s (Advertising Standards Authority) website that helps talk people through it all. So I reached out to the people over at the ASA and I’m really thrilled to say that they have listened to this podcast and have said they’re happy with the content. Why did I do this? Because it’s so important to me that everything is as accurate as it can be. I want you to listen, learn, check out all the free resources and no longer be confused about what to label your content (when you need to, of course).

This is a podcast for influencers- yes- but it’s a podcast for anyone who has ambitions to be an influencer, who receives free products or payments (but maybe doesn’t see themselves as an influencer), and also brands. Yes, brands, I’m talking to you. It’s really important you know how this works too.

We need to be doing a better job of labelling content correctly. I see so, so many examples of incorrect and misleading ads. We need to do better. And this podcast should help.

Some key points to remember about labels and influencer marketing

  • If you want your audience to trust you, label things correctly. People need to know when they’re being sold to.
  • There is a code that relates to influencer marketing. Get familiar with it but don’t fear it.
  • It’s against the law if an ad isn’t clearly identifiable.
  • Don’t promote something as unbiased and generic when you’ve been incentivised to do it. This could be because you’ve been paid to say it or even if the product has been gifted.
  • ‘Payment’ isn’t just money. Payment is also the loan of a product, a free trip, or a gifted item.
  • Any payment needs to be disclosed. Affiliate links also fall into this category.
  • Ads must be really easy to understand and clear. This means putting your ad label upfront- on social, the front of your caption. The first word.
  • You don’t have to use the word ‘ad’, but there’s more information in this guide about what words can be used, and some that you might want to avoid.
  • If the label isn’t easy to understand for a normal person, that’s not a good one to use.
  • If the label is hidden at the end of the caption, that’s not advised as it’s not clear.
  • You can get help if you’re stuck- check the guidelines PDF here, but you can also find info relating to the copy advice line and more.
  • Make it clear. Always. If you take nothing away from this podcast or blog, please let that be to make it clear. Read the guidelines here.

 

And remember, when we, as consumers, see people labelling ads as ads, can we support them? If it’s something that creator is passionate about, shouldn’t we be supporting them anyway? Don’t not react or engage because something is an ad!

 

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Six reasons to say no to a brand

six reasons to say no to working with a brand

Do you know which brands are a good fit for yours? Do you feel you HAVE to say yes to every opportunity? In this episode of the Small & Supercharged Podcast I share six reasons to say no to a brand. There’s a whole lot more, but six seemed like a good place to start!

Six reasons to say no to a brand

Have you ever been asked to work with a brand and you’re flattered… but something tells you it might not be a great idea? Don’t ignore that niggle – actually, there are lots of reasons why, as an influencer, you really should say no to a brand. And actually, if you’re a brand and you’re asked to collaborate with another, there are some solid reasons why the answer might be a no too! In this podcast, I talk through six reasons to say no… whoever you are!

As the influencer market is a growing one at the moment, especially in the equestrian and country space, I thought this would be a good one to do. From conflicts of interest to products you’d never buy, misleading followers to more besides, here are six reasons why you should say. Enjoy!

Five social media posts all equestrians can use this week

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Can you be an ambassador for too many brands?

Can you be an ambassador for too many brandsCan you be an ambassador for too many brands? I was asked this question for a recent Facebook and Instagram Live. Not only was I very. very sure of the answer (yes), but there was a lot of support for this from business owners too. There are, however, variables on the number. Being a brand ambassador can be great for brand and ambassador, but it’s not always. And, as a brand ambassador, if you’re overstretched and underdelivering, it won’t end well.

Can you be an ambassador for too many brands?

You might have noticed a surge in the use of the term brand ambassador. It used to be a fairly rare ‘thing’ but, with the rise of social media, it’s become a lot more popular. This isn’t necessarily a bad thing. I mean, it’s a grey area. Having a lot of anything can reduce its kudos and can make what should feel like a rare opportunity a lot less ‘special’. But that’s a different subject.

People who are active on social media, who produce good content and engage with their audience are more likely to be asked to be brand ambassadors. When you apply for this accolade or are asked, the chances that any brand worth their salt will have done a little research into you and what you do. Now, these people (who are active on social media, have good engagement, etc) are not all that common… and that means that they can find themselves on the receiving end of a lot of requests. Yep, it’s really flattering and yes, you will probably get lots of lovely free things… but let’s just take a breath and have a little think…

If you are a brand ambassador, the brand will expect something from you

It doesn’t have to be a kidney or your first born, but there will be some pay back. If you’re supplied with products, the brand will expect to see these appear on your social media feeds, on your blog or vlog… and they will expect you to use the items. All of these things take time. Yes, you get the free stuff, but it all comes with an expectation. And so it should… giving stuff away for free is REALLY easy. But if that were the objective, you might not have been picked and the ‘contest’ would have been very different.

So. Yes. You get free things. But they’re not free. You’re expected to give something back and that will take time.

Some brands are flexible

Some brands give brand ambassadors a free rein and don’t give strict criteria. I personally think this is a good policy and you get to see who ‘gets’ it and who really doesn’t. It can be quite eye opening from the other side of the fence. This does not mean that every single post has to include a brand’s product, but it should feature organically in the content because. Wait for it. YOU SHOULD WANT TO WEAR OR USE IT. If a brand is flexible on the content you create, nurture this and support them. But be aware that just because they aren’t kicking off, they will be watching and waiting.

Lots of brands = no time

If you are looking to create content for lots of different brands, be aware of how much time this will take. You might find that, very quickly, you run out of time because of what you should be doing for others. This might mean your own social media suffers, or worst still, that your real life does! This is a real, genuine issue. Being a brand ambassador should not take away from your enjoyment of what you do. And having too many could well do this.

Conflicts

Lordy… this is a big one. Many brands have more than one type of product, and some have MANY. If you’re the brand ambassador for a retailer, they will carry lots of products. So what does this mean in terms of who else you can be an ambassador for? You need to find out. If you’re saying that ‘this x is the best ever’ on one post, and your next post states that something else is… what does that prove? You’re fickle? You can be bought? Your advice can’t be trusted? No one wants this… and you certainly don’t. If you work with people who have very specific products, you can take on more brand ambassadorships, if you work for people who have a range of products, this becomes a lot more challenging…

 

So, yes, you can become an ambassador for too many brands, but the actual number depends on a lot of factors. Being clear on what is expected from each party is crucial from the get-go, and from then you can work out whether or not they fit in with your current constraints and other brand ambassadorships.

If you’d like more hints and tips connected to PR, marketing, influencers, business development and more, don’t forget to join my newsletter– you can subscribe here. 

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Is the tide turning on influencers?

is the tide turning on influencers?If you spend any time on social media, you might have seen the story about social media influencer Elle Darby. In case you haven’t, I’ll give you a very brief recap. Elle has an impressive following on Youtube and on different social media platforms. She uses this in various ways and part of this is working with brands to review/collaborate with them. You can read all about Elle and the issue here. She contacted a hotel about a collaboration (which involved her staying at the hotel for free in exchange for exposure). The hotel didn’t take it well and published the email and a rather ‘spirited’ reply explaining why the answer was no.

The whole story is very interesting, and the comments from people supporting both sides are also very interesting. From accusations of bullying to freeloading and everything else in between, the story of Elle Darby and the hotel could signal something else. Is the tide turning on influencers?

Is the tide turning on influencers?

As you may know, I do work with influencers with a number of the brands I work with. Some influencers are worth their weight in gold, go over and above, and the investment made in them in terms of product is repaid over and over. Some don’t. I have worked with influencers who fall into the don’t category and it’s not good. You feel like your client has been ripped off and badly treated and it’s horrible. The client is left with a very bitter taste. And then the client distances themselves from that influencer (or waits for them to do as they are meant to) and it’s a horrible, uncomfortable process. And then, if you’re lucky, the influencer has a bit of a strop when you know full well they haven’t done what was promised AND they’re eyeing up a competitor’s brand. Luckily the latter are in the minority if you put a lot of effort in to finding the right people, but it’s out there.

For a while now, I’ve seen the tide turning on influencers. Not the good ones I hasten to add. There will always be a place for good, genuine people to work with brands they love. Always. But for those who don’t deliver, I think it’s going to be a very interesting year. Brands are realising that, actually, they have the power. And that in many cases their followings far exceed that of the influencer. Of course, the size of a following isn’t the only reason a brand would choose to work with an influencer. It is, however one metric in a range I look at when I assess someone. There is huge value in a lot of aspects of what an influencer can offer and what value they bring to the brand… but that’s a different blog!

So do I agree with what happened to Elle?

Nope. I do feel that she was called out and publicly humiliated and that wasn’t nice or necessary. I didn’t think the email was horrific, but it wasn’t the best. It was actually a lot better than some of the ones my clients get barraged with each day. Of course, pitching it differently could have resulted in a different outcome, much like the tsunami of requests for free ‘stuff’ my clients receive. I continue to be blown away by the nerve of some people, but that is a whole different blog.

In Elle’s defence, she does have a good following. I haven’t spent a huge amount of time watching her content or looking at her following as I don’t think we share that many similar interests, but that’s not a criticism. And in the hotel’s defence, the email was impersonal, didn’t really show an affinity or connection with the hotel, no research had been done and she’d possibly underestimated the size of their own social media following. Also, it could have been the 20th ‘begging’ email that hotel had had that day. But calling someone out on social media like that is never good. And the barrage of hateful comments that have been directed at her are not necessary either.

Is it because people don’t understand the power of an influencer?

Maybe. To someone not involved in the world of social media and influencers, it does look like someone has asked for something for free. End of. But that isn’t the case. Influencers can be big for a brand. If Zoella uses your product on one of her videos, your brand will get a LOT of exposure. That has a lot of value. Look at the stats related to magazines and their circulation, and even website visits… and now look at the size of Zoella’s audience. And now you’ll see what I mean. Of course, Zoella is queen of the influencers, but I’m using her to push the point. The right influencer can do big things for a brand. But unfortunately there are a number of people who sport the ‘influencer’ or ‘brand ambassador’ badge, and they don’t deliver, so they really are just asking for free stuff.

So is the tide turning on influencers?

I think yes, actually, the tide is turning on influencers. I think brands are seeing the true value of influencers, good and bad. I think that this will help the good influencers rise and do much better, but I think that the people who are falling short are in for a tough time. And I do also think that influencers will also start to see the value in the fact that brands are now also influencers in their own right, with bigger followings and better connections. I think we’re in for an interesting time.

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Could you be a brand ambassador?

Could you be a brand ambassador?A little while ago, I wrote an article for Horse & Hound about the subject of equestrian brand ambassadors. Brand ambassadors take up a fair amount of my time. By which I mean looking at them, working with them, dealing with enquiries about being one for a brand of mine. The list goes on!

So, could you be a brand ambassador?

The Horse & Hound article is a must read, and I have some great advice from some big brands including Ariat, Hiho Silver and Saracen Horse Feeds. And the insight these brands gave, through working with brand ambassadors every day, is absolutely bang on and brilliant. If you’re a brand looking to work with brand ambassadors, I would urge you to have a read, and if you’re a rider hoping to become a brand ambassador, please read it too.

Equestrian brand ambassador dos (whether you’re looking to be one, or you are one!)

I thought, to help provide a little extra guidance on the issue, a list of dos and don’ts would be in order… and if you feel I have missed any then please do let me know.

  • Have a genuine affinity with the brand you’re an ambassador for. If you’re applying a scattergun approach and emailing everyone, including brands you’ve never used, it’s not a good place to be.
  • Get your own house in order. Make sure you own social media, website, etc is good. If you can’t look after your own brand, why would I trust you with one of mine?
  • It’s not all about you. Think what you can offer not what you want.
  • Give it enough time. If you’re approaching someone and you promise the world, make sure you have time to deliver it.
  • Be honest, authentic and genuine. Always. Being false will annoy your audience and hurt your credibility… which is not what any brand wants to be associated with…
  • Start creating content, featuring the brands you like and own, with no ulterior motive. I always try and tag the brands I’m wearing and using because I (believe it or not) get quite a few messages from people asking me where I got my hat from/what bracelet I’m wearing, etc. From a brand point of view, it fills my heart with joy when people tag a brand I work with because I love seeing kit in action and it also means I have the potential of user generated content I can share. And that makes me very happy.
  • Be creative. When you do go in for the big ask, after you’ve put in a lot of groundwork I hasten to add, don’t just offer the obvious. Think about what you can do that’s different and makes you a better proposition…
  • Be consistent. Show up when you should on your social media and website even when you have zero energy. People who are inconsistent pose a risk as they might not deliver.
  • There’s loads more… but these are a few top ones…

Equestrian brand ambassador don’ts (again, whether you’re looking to be one or you are one!)

As important as the dos in my world!

  • Don’t email every company in the world who makes products you would like to own. Buy the products, use them, make sure you like them and would be happy to be associated with them.
  • Be careful you don’t work for too many brands as you will run out of time to deliver what you need to.
  • Don’t work for brands that directly conflict. Many brands have products that overlap, but think about what they’re known for the best or what their messaging talks about the most and don’t tread on their toes. It does not go down well.
  • Don’t let your ego get out of hand. It’s lovely to have the support of brands, but be aware that arrogance is an ugly quality and won’t win fans with your current supporters or future ones. Trust me on this one.
  • Don’t become a pain. If someone says thanks but no thanks, don’t keep barraging them with messages and emails. By all means keep using their products and tagging them – prove that they should back you in the future, but becoming a pain in neck is not a good strategy.
  • Don’t send a FB message begging for sponsorship. Just don’t. Email. Find the right person, PLEASE DON’T SEND FB MESSAGES.
  • Don’t work with people who don’t fit your values. If you’re anti-fur, don’t work with someone who sells fur, for example. It confuses the message. And will annoy your audience. While you’re working with them as a brand ambassador for their brand, YOU ARE YOUR BRAND. Protect this.
  • Don’t behave badly. I mean in real life and online. Our lives are captured on social media these days and if you’re out at the weekend getting blind drunk and vomiting in an alleyway (sorry… a bit graphic!) and that is plastered all over social media, how does that reflect you as a brand AND the businesses you’re connected to? I know it sounds like I’m being a killjoy, but I mean this from you point of view too. Trust me on this…
  • Don’t feel you’re not worthy because you haven’t ridden at the Olympics. A good, engaged following doesn’t always go hand in hand with ridden prowess. Find your USP and create your content around that. That is what a possible supporter will want to get involved with. It doesn’t always have to be that you’re at the top of your sport.

I’m really thrilled with my article on Horse & Hound, and I’ve genuinely had some really lovely feedback from it, from brands and riders alike. So if you’re looking to become a brand ambassador for an equestrian brand, you have to have a read!

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What is a press release?

What is a press release?What is a press release? I get asked this quite a lot… and I think that in some ways the term is to blame. It can sound a bit daunting, but actually there’s no need to feel anything but excited about the good old press release. It can be a gateway into a world where your business, whether you’re product or service based, equestrian or country or something completely different, gets valuable column inches. And this can help to win you fans, followers and customers.

What is a press release?

When I talk about press releases, I mean a well written and concise document that informs its readers of new and newsworthy things happening inside your business. See. It doesn’t sound as scary now. And that’s good, because although the way we consume our news and content has changed (and we know that some magazines aren’t having the best time, let’s be honest here), the press release still works. Whereas historically a press release would only be sent to magazine editors, that’s no longer the case. Website editors should also make up part of your press list, and so should bloggers who might be interested in your kind of business. And what about influencers? Those people with large, highly engaged social media followings that can help you reach your target markets? The best way to inform these people (who you should already have reached out to and be communicating with!) about your new product or service is through a press release.

What should a press release be?

A press release is a way to convey your message to who you need to see it. It should be well written, free of typos and grammatical errors (we’re all human, but do your best, people appreciate it), not too long but not too short, with relevant contact details and a high res image.It should get to the point quickly, tell the reader what to expect further down in the intro, and not drone on about every aspect, carpet colour choice and sacking in the company’s history. This has no place in the main body of the press release. Unless it directly relates to the news story. So if you’re talking about a company’s 40th birthday, it might be useful to summarise the history. But when I say summarise, I mean in a short paragraph with the key facts and dates. If you’re talking about a new horse rug, the fact that there are three generations employed at the factory and they all enjoy afternoon tea once a week will be of little significance. OK. The latter would be a stretch on any day. Although you could create some nice social content around that. But that’s a different story. Press releases shouldn’t ramble. They should be concise. Don’t feel you need to write hundreds and hundreds of words. No one is reading them. Sorry, but it’s true. Editors don’t have the time. They want key facts presented well. They can then build a story about this if they need to add more information or they can use what you’ve sent. Or you might even be asked for more information.

So that’s what a press release is. It’s a concise way to convey new and newsworthy content to people who have the potential to spread your message to your target market. And it can do your business a lot of good. If you do it right.

 

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