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Be Bold and Be Transparent!

Be Bold and Be Transparent!

 

The new age of social media requires a great deal of transparency. But why this happened? Actually, the reveal of crucial role that Facebook played in the 2016 election created a major sense of distrust and limitation regarding transparency issue. This confidence especially was shaken when news broke of how user data was used by Cambridge Anlytica and how users were being targeted by political entities. Beside that social media has eventually become a fundamental part of advertising. But it’s a fact that there has been growing concern from both government agencies and watchdog groups concerning the blurred lines of sponsored social media posts. In addition, The Federal Trade Commission has sent out letters to influencers, content creators, social media marketers and digital opinion leaders asking them ‘clearly and conspicuously disclose their relationships to brands when promoting or endorsing products on social media.’

Transparency in advertising also resulted in both influencers and brands to play by the same rules. Now, it is a must to disclose every paid piece of content. Either way the content seems like an apparent ad or creative story, the compulsion requires to expose all partnerships in each paid post. So, there is no surprise that platforms are being proactive in creating additional transparency measures and tools for their users. While these new features offer an added sense of clarity for followers.

At this point, it is important to know the three basic golden rules of social media paid ads:

 

CLARITY: The image alone should make it clear what the ad is all about.

SIMPLICITY: The context of ad should be simple enough to not distract the follower with all the colors or background noise.

APPEAL: The ad needs to stand out with its visual and story as well in the Instagram feed to be effective.

 

To be clear, as online influencers are now required to be transparent and declare which of their advices are paid for, create a protection for followers. Because in the beginning,
influencers were unregulated and followers could not tell if a recommendation was paid or organic. These blurred lines annoyed most of the followers and caused to a loss of follower numbers. Also in most case it is remarked that undeclared paid posts irritate followers. So, the immediate solution in terms of influencers is to create the right balance between real and inorganic content.

As a final say, we’re curious to witness how these transparency issue continues to evolve and shape the eggshell of social media. But for now, digital advertising transparency is the new normal.

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