Nearly three-quarters of Generation Z (people born between 1996 and 2010) follow at least one influencer on social media platforms and 44% buy things based on influencers' recommendations.
Some influencers will also use an"in collaboration with" tag for certain campaigns to make their claims credible and authentic if a platform doesn't have its own official tag. In a marketer-controlled campaign, the brand is often tagged multiple times, making it more of a"brand prominence" post than a typical influencer post.
Without an official sponsorship tag, an influencer could very successfully push biased views and surreptitiously promote brands' messages for them.During our research, we found that brand-backed influencer posts are sometimes quite different from their regular posts. Influencers act or behave in a different way than their normal content, or the creatives of the posts—how they look and sound—are different. In such situations, a brand becomes the hero of the post rather than the influencer.
Taking this too far can make it very apparent to followers that the influencer is trying to push the agenda of the brand rather than giving their actual opinion on a product. Such unnatural partnerships put the authenticity and credibility of the influencer at stake.when she says,"We go on camera and speak like we're on Facetime with a friend, which is probably less cringe" than a edited brand campaign.
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