The consumer goods company pledges not to work with online influencers who pay for their followers or have a fake following.
Influencers are only becoming a huge part of marketing strategies, and for brands like Unilever (which spent?$9bn on brand marketing last year) illegitimate engagement on social media can become detrimental.
Despite the commonness of fraud, businesses continue to pump their money into influencer marketing, as£75%of marketers paid influencers to promote their products and half planned to increase their budget for this marketing strategy.
Commenting on this, Unilever’s chief marketing officer, Keith Weed, at the Cannes Lions Festival announced: “At Unilever, we believe influencers are an important way to reach consumers and grow our brands.
their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships.”
This follows a wider push to battle digital fraud, create better experiences for consumers and improve brands? ability to measure impact.
The three commitments by Unilever are:
Transparency from Influencers: Unilever will not work with influencers who buy followers.
Transparency from Brands: Unilever’s brands will never buy followers.
Transparency from Platforms:Unilever will prioritise partners who increase transparency and help eradicate bad practices throughout the whole ecosystem.?