Instagram se ha comprometido (tras una investigación reciente del Reino Unido) a realizar más esfuerzos para proteger a los consumidores. Con estas nuevas medidas, buscan garantizar que los influencers revelen las relaciones comerciales en sus publicaciones.
En el Reino Unido, y en muchos otros países; los influencers deben indicar, etiquetando sus publicaciones con #ad o #sponsored, sus acuerdos comerciales. Pero la Autoridad de Competencia y Mercados ha descubierto que muchos no hacen esto. Esto podría hacer que Instagram se enfrente a acciones legales y para evitarlo, Instagram se ha comprometido a aumentar su acción en las publicaciones patrocinadas de influencers.
Instagram planea abordar el problema en dos frentes:
- Añadir un nuevo mensaje que requiera que los influencers confirmen si han recibido incentivos para promocionar un producto o servicio, antes de que puedan publicar su publicación.
- Nuevos algoritmos para detectar potencial contenido publicitario. Luego buscaría alertar a la empresa implicada, informándole de las reglas de la plataforma en torno a tales publicaciones.
Esto ha sido una preocupación de larga duración en la red social. Instagram ha estado trabajando para abordar los problemas relacionados con la divulgación adecuada en el marketing de influencers durante años. Y en 2017, la plataforma agregó la opción para etiquetar a un socio comercial en su publicación, a fin de brindar más claridad al respecto.
Pero como se señaló, muchos usuarios no cumplen con estas reglas…
De hecho, un estudio reciente ha revelado que más de las tres cuartas partes de las promociones de influencers en Instagram ocultan la divulgación #ad o #sponsored. Increíble, ¿verdad? En muchas ocasiones, lo usan al final de los copys; de modo que los usuarios deben expandir el texto para darse cuenta. Y de acuerdo con las regulaciones, las etiquetas de marketing de influencers deben ser lo suficientemente llamativas para que los consumidores lo noten fácilmente.
En este momento, la red social se compromete a implementar más herramientas de divulgación durante el próximo año. No está claro si las nuevas medidas se aplicarán en todas las regiones.
Pero, en el caso de que realices promociones y marketing de influencers, te recomendamos ajustar tus procesos y asegurarte de brindar claridad en las publicaciones.
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