Home > Social Media Marketing > Make sure your consumers know it's an #Ad: Effective influencer marketing strategies
How responsible are influencers when promoting a product or service? This is one of the main questions raised by the legal case related to the Frye Festival. An episode that has highlighted not only the power of influencers, but also the importance of drawing a clear line between advertising and reality. Here are some influencer marketing tools that will help you develop an effective strategy.
In January 2019, two documentaries about the Fyre Festival were released simultaneously on rival streaming services, highlighting the dynamics of the event and the role that influencers played in the story.
In short, this is what happened. The Fyre Festival was supposed to be a music festival that was supposed to take place on an island in the Bahamas over two weekends, between April and May 2017. Presented as an azerbaijan email list exclusive and ultra-luxury event, a huge media campaign was set up on social media to promote it, with influencers of the caliber of Kendall Jenner, Bella Hadid and Emily Ratajkowski. But the entire operation, due to serious organizational problems, turned out to be an unparalleled disaster. The attendees who arrived found themselves faced with a sort of tent city, a situation far from the luxurious accommodations they had been promised (and paid for). No gourmet dishes and international guests, just cold sandwiches and a cancelled event.
As the festival returned to the spotlight with the release of the two documentaries, prosecutors sought subpoenas for Kendall Jenner and representatives of other models and influencers (including Bella Hadid and Hailey Bieber) who were paid to appear in the festival’s promotional video. The celebrities were reportedly paid $5 million, and in the ensuing trial, authorities sought to determine where the money came from and how it was spent.
Why does this matter to us? As mentioned above, it matters to us because of the role and responsibility of influencers . One of the strong points in the funding requests to investors was precisely the extraordinary influencer marketing campaign, even if the reality of the festival was far from the illusion presented in the promotional video. Given that hundreds of thousands of dollars were paid, the question of the level of responsibility remains. Gigi Hadid , among others, apologized for her involvement, while maintaining that she believed the festival would be true to the way it was marketed to consumers and that she was unaware of its real problems.