{"id":5313,"date":"2020-12-08T17:54:17","date_gmt":"2020-12-08T15:54:17","guid":{"rendered":"https:\/\/blog.mocapp.net\/?p=5313"},"modified":"2022-08-10T11:20:06","modified_gmt":"2022-08-10T09:20:06","slug":"influencerii-si-publicitatea","status":"publish","type":"post","link":"https:\/\/mocapp.net\/blog\/influencerii-si-publicitatea\/?lang=ro","title":{"rendered":"Influencerii \u0219i publicitatea \u00een online &#8211; Guest Post"},"content":{"rendered":"\n<p><em>Articol de Ana-Maria Udriste (fondatoare <a href=\"https:\/\/www.avocatoo.ro\/\" target=\"_blank\" rel=\"noreferrer noopener\">Avocatoo.ro<\/a>)<\/em><\/p>\n\n\n\n<p>2020 a fost anul \u00een care s-a consumat tot mai mult content \u0219i, bine\u00een\u021beles, promovarea a \u00eenceput s\u0103 fie tot mai aprins\u0103 \u0219i mai diversificat\u0103. Influencer marketingul continu\u0103 s\u0103 creasc\u0103 \u00een preferin\u021bele brandurilor \u0219i consumatorilor ca metod\u0103 de publicitate \u0219i awareness pentru produse \u0219i servicii.&nbsp;<\/p>\n\n\n\n<p>Tocmai de aceea, indiferent c\u0103 vorbim de <a href=\"https:\/\/blog.mocapp.net\/calitatile-influencer-adevarat\/\">nano-influenceri<\/a>, micro-influenceri sau influenceri urm\u0103ri\u021bi de sute de mii de oameni, regulile privind promovarea produselor devin tot mai <em>dure<\/em>. <\/p>\n\n\n\n<p>La prima vedere, asta poate p\u0103rea un lucru r\u0103u, nu? Doar cui \u00eei plac tot mai multe reguli? Online-ul ar trebui s\u0103 fie locul unde s\u0103 ne manifest\u0103m creativ \u0219i s\u0103 facem v\u00e2nz\u0103ri, nu s\u0103 st\u0103m s\u0103 vedem ce reguli \u00eenc\u0103lc\u0103m dac\u0103 nu divulg\u0103m anumite parteneriate.&nbsp;<\/p>\n\n\n\n<p>Ca s\u0103 \u00een\u021belegem de ce \u0219i cum trebuie s\u0103 marc\u0103m parteneriatele cu influencerii prin care promov\u0103m anumite produse \u0219i servicii, trebuie s\u0103 ne g\u00e2ndim cum am ajuns aici.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">E vreo lege care ne oblig\u0103 s\u0103 marc\u0103m publicitatea \u00eentre un influencer \u0219i un brand?<\/h2>\n\n\n\n<p>Am spune ini\u021bial c\u0103 avem legea bunului-sim\u021b \u0219i a faptului c\u0103 nu e bine s\u0103 tragem oamenii \u00een piept \ud83d\ude09  Dar hai s\u0103 o lu\u0103m de la \u00eenceput.<\/p>\n\n\n\n<p>Ca reglementare legal\u0103 avem a\u0219a:<\/p>\n\n\n\n<!--more-->\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.rac.ro\/ro\/cod\/codul-de-practica-in-comunicarea-comerciala\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Codul de practic\u0103 \u00een comunicarea comercial\u0103 (Codul RAC)<\/strong><\/a><strong> <\/strong>&#8211; \u00een special articolele 1, 3, 4, 6, 17, 18, 24<\/li><li><a href=\"http:\/\/legislatie.just.ro\/Public\/DetaliiDocument\/88290\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Legea 363\/2007 privind combaterea practicilor incorecte ale comercian\u0163ilor \u00een rela\u0163ia cu consumatorii \u015fi armonizarea reglement\u0103rilor cu legisla\u0163ia european\u0103 privind protec\u0163ia consumatorilor<\/strong><\/a><strong> <\/strong>&#8211; articolele 4, 5, 6, 7<\/li><li><a href=\"http:\/\/legislatie.just.ro\/Public\/DetaliiDocument\/95934\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Legea nr. 158\/2008 privind publicitatea \u00een\u0219el\u0103toare \u0219i publicitatea comparativ\u0103<\/strong><\/a><\/li><li><a href=\"http:\/\/legislatie.just.ro\/Public\/DetaliiDocument\/1440\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Legea 11\/1991 privind combaterea concuren\u021bei neloiale<\/strong><\/a><\/li><\/ul>\n\n\n\n<p>Ca s\u0103 nu te plictisesc cu chestii despre care nu vrei s\u0103 cite\u0219ti, ideea pe scurt este c\u0103 trebuie s\u0103 marchezi publicitatea atunci c\u00e2nd lucrezi cu un influencer pentru c\u0103 altfel ar intra la reclam\u0103 \u00een\u0219el\u0103toare sau, mai r\u0103u, la inducerea \u00een eroare conform Codului Civil.<\/p>\n\n\n\n<p>Acum c\u0103 ne-am l\u0103murit asupra acestui aspect, s\u0103 vedem totu\u0219i <strong>de ce trebuie s\u0103 marc\u0103m publicitatea online \u00een Social Medi<\/strong>a.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De ce trebuie s\u0103 marchezi publicitatea \u00eentre un influencer \u0219i un brand?<\/h2>\n\n\n\n<p>Ei bine, hai s\u0103 ne g\u00e2ndim care este rolul unui influencer, micro-influencer, nano-influencer etc. <em>Leg\u0103tura cu comunitatea pe care o are<\/em>. Pentru c\u0103 din acest motiv companiile aleg un influencer: e vorba despre comunitate \u0219i <a href=\"https:\/\/blog.mocapp.net\/cele-mai-populare-nise-de-continut\/\" target=\"_blank\" rel=\"noreferrer noopener\">ni\u0219a<\/a> de con\u021binut (tech, lifestyle, baby, cooking, fashion etc.)<\/p>\n\n\n\n<p>Aici avem un prim element de diferen\u021biere fa\u021b\u0103 de un actor \u00eentr-o reclam\u0103: actorul vine, joac\u0103 un rol \u0219i pleac\u0103 mai departe la urm\u0103torul rol. Poate juca <em>orice<\/em>. Influencerul, pe de alt\u0103 parte, este ni\u0219at, iar audien\u021ba lui \u00eel urm\u0103re\u0219te cu un anumit scop.<\/p>\n\n\n\n<p>Iat\u0103 \u0219i al doilea element specific campaniilor cu influenceri: <strong>\u00eencrederea<\/strong>. <\/p>\n\n\n\n<p>C\u00e2nd alegi s\u0103 urm\u0103re\u0219ti un influencer, mai ales dac\u0103 vorbim la nivel micro sau nano, o faci pentru c\u0103 acea persoan\u0103 \u00ee\u021bi exprim\u0103 un anumit grad de \u00eencredere \u00een domeniul respectiv. Spre exemplu domeniul dermatologiei: te ui\u021bi la medici dermatologi pe Instagram, iar atunci c\u00e2nd ace\u0219tia recomand\u0103 anumite produse, le vei cump\u0103ra, pentru c\u0103 ai \u00eencredere \u00een respectiva persoan\u0103.&nbsp;<\/p>\n\n\n\n<p>\u00centrebarea se pune: ai cump\u0103ra acelea\u0219i produse \u0219i dac\u0103 medicul respectiv ar pune #ad sau #sponsored? Sau pentru c\u0103 \u00ee\u021bi spune care este rutina lui zilnic\u0103 de \u00eengrijire a fe\u021bei, indic\u00e2nd ni\u0219te produse, le achizi\u021bionezi f\u0103r\u0103 s\u0103-\u021bi pui problema c\u0103 \u00een spate exist\u0103 o companie produc\u0103toare de produse dermato-cosmectice care pompeaz\u0103 bani \u00een respectivul medic?<\/p>\n\n\n\n<p>Merg\u00e2nd la extrem, s\u0103 ne aducem aminte de cazul <a href=\"https:\/\/www.avocatoo.ro\/blog\/unde-incepe-si-unde-se-termina-raspunderea-unui-influencer-cand-promoveaza-un-produs-exemplu-din-practica-plush-bio\/\">Plush Bio<\/a>, unde multe vedete promovau aceste produse care au adus prejudicii unor fete, nefiind bune pentru tenul lor. A\u0219adar, rela\u021bia \u00eentre un influencer \u0219i <strong>comunitatea<\/strong> sa este una foarte important\u0103, bazat\u0103 pe <strong>\u00eencredere.<\/strong><\/p>\n\n\n\n<p>Tocmai de aceea trebuie s\u0103 fii transparent cu urm\u0103ritorii t\u0103i, iar brandurile s\u0103 caute acele personalit\u0103\u021bi autentice, care au o comunitate bazat\u0103 pe respect \u0219i \u00eencredere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce instrumente \u00ee\u021bi pune Instagram la dispozi\u021bie pentru a marca parteneriatul?<\/h2>\n\n\n\n<p>Am ales Instagram pentru c\u0103 este cea mai popular\u0103 re\u021bea social\u0103 unde se desf\u0103\u0219oar\u0103 campanii de influencer marketing.<\/p>\n\n\n\n<p>Instagram a f\u0103cut \u0219i face eforturi constante pentru a pune la dispozi\u021bia persoanelor tot felul de instrumente ca s\u0103 le fie c\u00e2t mai u\u0219or s\u0103 marcheze parteneriatele publicitare \u0219i s\u0103 nu scape nimic din toate astea.&nbsp;<\/p>\n\n\n\n<p>A\u0219adar, s\u0103 le trecem \u00een revist\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Post\u0103rile<\/h2>\n\n\n\n<p>Primele locuri unde po\u021bi s\u0103 promovezi un produs pe Instagram este prin intermediul post\u0103rilor clasice.<\/p>\n\n\n\n<p>Ca urmare a ultimelor update-uri ale aplica\u021biei Instagram, acum, de fiecare dat\u0103 c\u00e2nd vrei s\u0103 dai tag cu (@) unui brand care apare \u00een poze sau s\u0103-l etichetezi, aplica\u021bie te va \u00eentreba dac\u0103 este un content pl\u0103tit.&nbsp;<\/p>\n\n\n\n<p>\u0218i arat\u0103 a\u0219a:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/MvAwWHV-5fhGl9tRPJm2IOzarxZ5gSRiiBF-zWZg1Te2N3MaUq6ozKP2-2w5zaTD3BkioFV-4pnObBVhGUtXq726KgPJl1ygeGB_rNtLPIjw3y4YuDpfcy64ERS-V2_IneuEsMOp\" alt=\"\"\/><\/figure>\n\n\n\n<p>Momentan, Instagram nu vede imediat dac\u0103 postarea respectiv\u0103 con\u021bine sau nu un produs ca s\u0103 te aten\u021bioneze c\u0103 trebuie s\u0103 divulgi, dar \u00een momentul \u00een care postezi ai posibilitatea de a da tag c\u0103tre un \u201dbusiness partner\u201d \u0219i s\u0103 te accepte \u00een program, iar atunci apare paid partnership.<\/p>\n\n\n\n<p>Acest lucru se poate face inclusiv atunci c\u00e2nd faci post\u0103ri de tip video, cum e cel de <a href=\"https:\/\/www.instagram.com\/p\/CHaTpJCDDpZ\/?utm_source=ig_web_copy_link\" target=\"_blank\" rel=\"noreferrer noopener\">aici<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/wZZdDFuVCZgUVX29PO6tRAmuWYKSGZN3Ae7TUxqOQo5bnEg8eardv5mC_QvmsDqJ3mJqUNEEWCDI77pnR3qaEI6lDCeSC6BLgx6_VXjnLb8i9xhL5-1uK6pmrETLgnf-23LJqWez\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Stories<\/h2>\n\n\n\n<p>Acum c\u0103 ne-am l\u0103murit exact cum e cu post\u0103rile clasice, s\u0103 trecem la Stories. De c\u00e2nd Facebook \u0219i-a luat fa\u021b\u0103 de autoritatea din Marea Britanie angajamentele de a facilitate intermedierea \u0219i transparen\u021ba \u00eentre influenceri, branduri \u0219i consumatori, Instagram, de fiecare dat\u0103 c\u00e2nd pui la story ceva \u0219i ai un tag cu (@) c\u0103tre un brand, te va \u00eentreba dac\u0103 ai un con\u021binut plasat publicitar sau nu.<\/p>\n\n\n\n<p>Dac\u0103 da, o s\u0103 te oblige s\u0103 dai tag, dac\u0103 nu, \u00eei dai \u201dShare Anyway\u201d \u0219i \u00ee\u021bi asumi pe barba ta c\u0103 respectiva postare nu este pl\u0103tit\u0103.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/33Rj62dLnnJJ_DsJC352xb_q1Q15-EOqCjQWLACmkM9Q--_E1s4y0tyHTFsP960pVoRMkILbCuMtxYX2_sa1wJ7bJ_z4VlTyR0ubyulUfYOYhOTXtBJRnfl1E_wI0USenik0Rcfd\" alt=\"\"\/><\/figure>\n\n\n\n<p>\u0218i, dup\u0103 cum po\u021bi s\u0103 vezi mai jos, ai \u201dPaid Partnership\u201d inclusiv la nivel de Stories.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/RyshERY5GhgagY4ZQ_TXMoYbtKYQlEcgrkmZjIPYBke2vl34mP3DguBqEnvSJ6eCOEpV3lPRNL4W6B99NXbCdhaXFwKsDhmSkPJarROCPNmp5bZQlfpv85uotH6Fg22x80oOJfVr\" alt=\"\"\/><\/figure>\n\n\n\n<p>Asta pentru c\u0103 un consumator trebuie s\u0103 \u0219tie dac\u0103 respectiva postare este sau nu pl\u0103tit\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">IGVT, Instagram Live &amp; Reels<\/h2>\n\n\n\n<p>Am decis s\u0103 le tratez ca un tot unitar, pentru c\u0103 se refer\u0103 la crea\u021bia video. Inclusiv aici, Instagram vine \u00een ajutorul brandurilor \u0219i al influencerilor pentru a putea face con\u021binut sponsorizat inclusiv \u00een acest tip de post\u0103ri.<\/p>\n\n\n\n<p>Tocmai ca s\u0103 nu spun\u0103 cineva c\u0103 \u201e<em>dom&#8217;le, nu aveai cum s\u0103 o faci \u0219i de aia nu ai f\u0103cut-o\u201d<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Este suficient s\u0103 folosesc instrumentele puse la dispozi\u021bie de platform\u0103?<\/h2>\n\n\n\n<p>Heh, ar fi bine, nu? Dai acolo click click \u0219i gata!&nbsp;<\/p>\n\n\n\n<p>Doar c\u0103 nu este a\u0219a.&nbsp;<\/p>\n\n\n\n<p>\u0218i hai s\u0103 ne uit\u0103m inclusiv la ce spune Instagram \u00eentr-o <a href=\"https:\/\/business.instagram.com\/blog\/deconstructing-disclosures-do-creators-need-to-say-when-theyre-getting-paid\/\">postare pe blog<\/a> despre con\u021binutul \u201dbr\u0103nduit\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/6zlk2EvVeaB6xo7m4yWVVlKv390SewLPEot97dxnrwXcQYMQ43MxXtoQqxNSpoxKHho7GNvm5X3pAbI0tiS3kgC8b4omFKQJGS3JC7gCMxleymsFahoGomYTQilFjElardNlb1s-\" alt=\"\"\/><\/figure>\n\n\n\n<p>De aici re\u021binem c\u0103:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>este obligatoriu s\u0103 folose\u0219ti instrumentele puse la dispozi\u021bie de platform\u0103 ca s\u0103 marchezi con\u021binutul sponsorizat <strong>\u0219i<\/strong><\/li><li>nu este suficient doar s\u0103 folose\u0219ti aceste instrumente<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Dar de ce nu ar fi suficient?<\/h3>\n\n\n\n<p>Ei bine, pentru c\u0103 tu te adresezi unui \u201daverage Joe\u201d, unui Ion Ionescu. Dac\u0103 tu crezi c\u0103 Ion Ionescu sau Maricela Popescu vede ea c\u0103 acolo sus scrie mic frumos \u201dpaid partnership\u201d \u0219i c\u0103 ea Maricica \u0219tie ce \u00eenseamn\u0103 asta, te \u00een\u0219eli amarnic.<\/p>\n\n\n\n<p>C\u00e2nd dai tu scroll de sus p\u00e2n\u0103 jos sau tap tap tap, fix s\u0103 cite\u0219ti r\u00e2ndul \u0103la de sus ai chef.&nbsp;<\/p>\n\n\n\n<p>A\u0219adar, pentru a fi \u00een continuare transparent fa\u021b\u0103 de consumatori, trebuie s\u0103 divulgi parteneriatul cu brandul c\u00e2t mai clar cu putin\u021b\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e2nd trebuie s\u0103 marchezi publicitatea?<\/h2>\n\n\n\n<p>Pe scurt, de fiecare dat\u0103 c\u00e2nd nu ai cump\u0103rat tu produsele respective sau nu \u021bi-au fost oferite cadou de prieteni sau de familie.<\/p>\n\n\n\n<p>Ca exemple, putem enumera:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>prime\u0219ti produse spre testare<\/li><li>prime\u0219ti un pachet surpriz\u0103<\/li><li>te treze\u0219ti cu produse la u\u0219\u0103&nbsp;<\/li><li>faci parte dintr-o campanie de storytelling<\/li><li>prime\u0219ti un serviciu gratis<\/li><li>prime\u0219ti un discount<\/li><li>prime\u0219ti un voucher<\/li><li>prime\u0219ti un link de afiliere<\/li><li>prime\u0219ti un \u201dcadou\u201d etc.<\/li><\/ul>\n\n\n\n<p><strong>\u0218i mai pe scurt, c\u00e2nd ai o rela\u021bie cu o companie, trebuie s\u0103 o divulgi. <\/strong><\/p>\n\n\n\n<p>Ah, c\u0103 este prietenul t\u0103u din copil\u0103rie care face sucuri bio \u0219i vrei s\u0103-l aju\u021bi? Frumos. Zi totu\u0219i c\u0103 e prietenul t\u0103u din copil\u0103rie! \ud83d\ude42<\/p>\n\n\n\n<p>Vrei s\u0103 fim mai catolici dec\u00e2t Papa? Se pune problema \u0219i dac\u0103 trebuie s\u0103 \u00eencepem s\u0103 scriem c\u00e2nd promov\u0103m produsele companiei noastre \ud83d\ude42 Iar r\u0103spunsul este c\u0103\u2026 da. Dac\u0103 oamenii nu \u0219tiu c\u0103 este vorba despre compania noastr\u0103, oh well, intri laolalt\u0103 cu to\u021bi ceilal\u021bi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cum marchezi publicitatea corect?<\/h2>\n\n\n\n<p>Acum c\u0103 ne-am l\u0103murit c\u0103 trebuie s\u0103 marc\u0103m publicitatea, s\u0103 nu plec\u0103m totu\u0219i cu un gust amar \u0219i s\u0103 avem impresia c\u0103 va fi ca la televizor c\u00e2nd auzi \u201d<em>urmeaz\u0103 pauz\u0103 publicitar\u0103\u201d<\/em>.<\/p>\n\n\n\n<p>Dar trebuie s\u0103 \u021bii cont de urm\u0103toarele:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>folose\u0219te #ad, #sponsored #partner \u00een func\u021bie de situa\u021bie<\/li><li>scrisul trebuie s\u0103 fie la \u00eenceputul post\u0103rii, nu la final \u0219i nu dup\u0103 linia aia de \u201dcite\u0219te mai mult\u201d &#8211; la \u00eenceput<\/li><li>nu merge cu (P), c\u0103 (P) e pentru ads, nu pentru con\u021binut sponsorizat ca urmare a unui parteneriat. (P) pun brandurile c\u00e2nd bag\u0103 bugete de marketing, tu d\u0103 cu #ad<\/li><li>\u00een stories, pune #ad, #sponsored <strong>vizibil<\/strong>: nu trebuie s\u0103 se confunde cu fundalul, s\u0103 fie obscur pe undeva, s\u0103 aib\u0103 aceea\u0219i culoare ca produsul etc. <em>Trebuie s\u0103 fie vizibil<\/em>. Sigur, nu s\u0103 fie deranjant, dar s\u0103 poat\u0103 fi observat cu foarte mare u\u0219urin\u021b\u0103<\/li><li>\u00een videouri, pune un layout cu #ad, #sponsored suficient de mult \u00eenc\u00e2t utilizatorul s\u0103 se prind\u0103, nu 3 secunde. Dac\u0103 videoul este mai mare, ar fi o idee s\u0103 repe\u021bi asta. Doar s\u0103 zici cu vocea \u201dam primit produsul \u0103sta\u201d e prea pu\u021bin.<\/li><li>\u00een live-uri, men\u021bioneaz\u0103 c\u0103 este un produs \/ serviciu oferit de un sponsor de suficiente ori \u00eenc\u00e2t lumea s\u0103 se prind\u0103. Po\u021bi spune <em>\u201dlive-ul acesta este sponsorizat de\u201d<\/em> sau \u201dprodusul acesta este oferite de sponsorul\/partenerul X\u201d<\/li><li>dac\u0103 faci un giveaway \u0219i ai produse de la un partener, ai ghicit, scrie acolo \u201d\u00een parteneriat cu\u201d, \u201dsponsorizat de\u201d.<\/li><li>dac\u0103 ai o serie de stories, trebuie s\u0103 pui la fiecare \u00een parte un # \ud83d\ude42<\/li><\/ul>\n\n\n\n<p>Mai multe exemple practice g\u0103se\u0219ti \u00een <a href=\"https:\/\/www.avocatoo.ro\/produse\/toolkits\/toolkit-influencer-marketing\/\">pachetul nostru conceput special pentru influencer marketing<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ce risc dac\u0103 nu marchez colaborarea cum trebuie?<\/h2>\n\n\n\n<p>Acum depinde. Dac\u0103 vorbim de Instagram, este destul de simplu. Conform<a href=\"https:\/\/www.avocatoo.ro\/blog\/colaborezi-cu-vreun-influencer-pe-instagram-e-posibil-sa-te-inchida-facebook-daca-nu-divulgi-relatia\/\"> ultimului update \u0219i al angajamentelor asumate fa\u021b\u0103 de CMA<\/a>. e posibil ca \u201ddac\u0103 ratezi s\u0103 marchezi de c\u00e2teva ori bune\u201d s\u0103 \u021bi se suspende contul. Definitiv.<\/p>\n\n\n\n<p>Iar dac\u0103 crezi cumva c\u0103 scapi pentru c\u0103 brandul nu te d\u0103 \u00een g\u00e2t, afl\u0103 c\u0103 Instagram pune la cale \u00een urm\u0103toarele update-uri un algoritm prin care s\u0103-\u0219i dea seama c\u00e2nd o postare e sponsorizat\u0103 sau nu \u0219i s\u0103 penalizeze inclusiv brandurile care \u201dnu trag de urechi\u201d influencerii cu care colaboreaz\u0103. Pentru c\u0103 hai s\u0103 fim serio\u0219i, dac\u0103 ai 20 de post\u0103ri cu o crem\u0103 de fa\u021b\u0103 pe care nu scrii #ad, #sponsored \u0219i nici nu folose\u0219ti instrumentele pentru divulgare puse de Instagram la dispozi\u021bie, aproape c\u0103 singura explica\u021bie este c\u0103 ai un feti\u0219 pentru creme de fa\u021b\u0103 \u0219i te-ai \u00eendr\u0103gostit iremediabil de ea.<\/p>\n\n\n\n<p>Iar dac\u0103 ai contul suspendat, e posibil s\u0103 nu \u021bi-l mai recuperezi. \u0218i nu vrei asta, mai ales dac\u0103 ai un num\u0103r considerabil de urm\u0103ritori.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ni\u0219te \u00eentreb\u0103ri de final<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Dar nu o s\u0103-mi scad\u0103 v\u00e2nz\u0103rile?<\/h3>\n\n\n\n<p>De fapt nu, nu \u00ee\u021bi vor sc\u0103dea v\u00e2nz\u0103rile sau engagementul dac\u0103 pui (P) sau #ad \u00een cadrul unui post. \u0102sta a fost un mit celebru \u00een anii trecu\u021bi, c\u00e2nd lumea spunea c\u0103 <a href=\"https:\/\/w3-lab.com\/social-media\/instagram-declining-reach-trends-2020\/\">dac\u0103 ai post\u0103ri pl\u0103tite se consider\u0103 c\u0103 nu vor mai avea acela\u0219i reach<\/a>. Complet fals. <\/p>\n\n\n\n<p>Chiar dac\u0103 Instagram, la fel ca \u0219i Facebook, vede un declin al traficului organic, asta nu \u00eenseamn\u0103 c\u0103 trebuie s\u0103 trebuie s\u0103 abandonezi contentul \u0219i s\u0103 faci exclusiv <em>campanii publicitare <\/em>(paid ads). Sau c\u0103 dac\u0103 ai o poz\u0103 unde pui #ad, va fi v\u0103zut\u0103 de mai pu\u021bini oameni dec\u00e2t dac\u0103 nu pui. De fapt, algoritmul momentan este creat pe ideea de a produce <a href=\"https:\/\/blog.hootsuite.com\/instagram-algorithm\/\">con\u021binut de calitate<\/a>, cu care s\u0103 interac\u021bioneze urm\u0103ritorii.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sunt post\u0103rile pl\u0103tite acela\u0219i lucru cu ad-urile?<\/h3>\n\n\n\n<p>Aici intervine <em>buba<\/em> \ud83d\ude09 Mul\u021bi nu \u00een\u021belegem c\u0103 sunt dou\u0103 lucruri complet diferite.<\/p>\n\n\n\n<p>Reclamele pl\u0103tite pe Instagram (<em>ads<\/em>, pe care le vezi \u00een feed sau \u00een stories ca <em>sponsored<\/em>) nu au nicio treab\u0103 cu post\u0103rile pl\u0103tite sau <em>endorsate<\/em>, ca s\u0103 vorbim prost pe rom\u00e2ne\u0219te din englez\u0103. Reclamele pl\u0103tite sunt cele pentru care o persoan\u0103 \/ brand bag\u0103 ni\u0219te bani c\u0103tre Instagram ca buget s\u0103 ajung\u0103 la ni\u0219te oameni, post\u0103rile pl\u0103tite sunt pur \u0219i simplu post\u0103ri prin care un influencer arat\u0103 c\u0103 lucreaz\u0103 cu un brand (c\u0103 prime\u0219te bani \u00een spate este o cu totul alt\u0103 discu\u021bie).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Oamenii nu sunt deranja\u021bi dac\u0103 v\u0103d mereu acolo #ad?<\/h3>\n\n\n\n<p>Dar nu trebuie s\u0103 le dai peste nas mereu cu #ad. F\u0103 o poveste \u00een jurul produselor pe care le promovezi, pentru c\u0103 tocmai de aceea e\u0219ti un creator de con\u021binut.<\/p>\n\n\n\n<p>Ca inspira\u021bie, o po\u021bi urm\u0103ri pe @jessicaolie pe Instagram, cu afacerea ei de saltele de yoga \u0219i toate cele. Tipa este foarte transparent\u0103 \u0219i face o poveste din toat\u0103 asta, \u201dwoman owned small business\u201d, \u201esupport local\u201d \u0219i asa mai departe.&nbsp;<\/p>\n\n\n\n<p>Ai multe exemple prin care po\u021bi s\u0103 \u00eembraci toate campaniile pe care le faci astfel \u00eenc\u00e2t s\u0103 nu deranjeze persoanele care te urm\u0103resc.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brandurile nu de-aia apeleaz\u0103 la influenceri? Pentru autenticitate? Cum s\u0103 zic c\u0103 e #sponsored?<\/h3>\n\n\n\n<p>Tocmai de-asta. Pentru c\u0103 e\u0219ti autentic fa\u021b\u0103 de persoanele care te urm\u0103resc. Iar ei \u0219tiu c\u0103 ai parteneriate din care sco\u021bi un ban. \ud83d\ude42 Nu crezi c\u0103 ar aprecia asta?<\/p>\n\n\n\n<p>De fapt, am asistat la o postare a unei celebre <em>influenceri\u021be din domeniul fitnessului \u0219i al c\u0103r\u021bilor de sl\u0103bit<\/em>, \u00een care, prin Story, \u0219i-a \u00eentrebat urm\u0103ritorii dac\u0103 ace\u0219tia doresc ca ea s\u0103 marcheze acele post\u0103ri care sunt pl\u0103tite sau sponsorizate. Poporului a zis \u00een propor\u021bie de 96% c\u0103 DA, iar apoi ea s-a justificat \u0219i a spus c\u0103 nu o s\u0103 fac\u0103 asta, pentru c\u0103 nu i se mai pare natural. Ce nu se \u00een\u021belege de aici este c\u0103 <em>nu e la alegerea ta dac\u0103 marchezi publicitatea corespunz\u0103tor sau nu<\/em>. <strong>Trebuie s\u0103 o faci conform legii.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dar agen\u021bia cu care lucrez nu mi-a cerut asta \/ mi-a spus s\u0103 nu pun #ad. Ce fac?<\/h3>\n\n\n\n<p>Dac\u0103 agen\u021bia cu care lucrezi sau de unde a venit propunerea nu \u021bi-a cerut s\u0103 pui #ad, #sponsored, nu e bai, o vei pune tu din proprie ini\u021biativ\u0103.&nbsp;<\/p>\n\n\n\n<p>Dac\u0103 \u00eens\u0103 \u021bi-a spus s\u0103 nu pui, pentru c\u0103 nu vrea s\u0103 cread\u0103 lumea c\u0103 e publicitate, d\u0103-le s\u0103 citeasc\u0103 <a href=\"https:\/\/www.avocatoo.ro\/wp-content\/uploads\/2020\/10\/Cod-de-bune-practici-in-influencer-marketing-2020-IAB-2performant.pdf\">Ghidul de bune practici \u00een influencer marketing<\/a>. Or s\u0103 aprecieze asta.<\/p>\n\n\n\n<p>__<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.avocatoo.ro\/blog\/influencer-marketing-elementele-cheie-de-avut-in-vedere\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"138\" src=\"https:\/\/blog.mocapp.net\/wp-content\/uploads\/2020\/12\/Logo-Avocatoo-1024x138.png\" alt=\"\" class=\"wp-image-5320\"\/><\/a><\/figure>\n\n\n\n<p><em>Sunt Ana-Maria, fondatoare Avocatoo. \u00cemi place zona de social media \u0219i e-commerce, mai ales din punct de vedere juridic. Dac\u0103 folose\u0219ti codul MOCAPP20 ai 20% reducere la <\/em><a href=\"https:\/\/www.avocatoo.ro\/produse\/toolkits\/toolkit-influencer-marketing\/\"><em>toolkitul nostru pentru o colaborare de excep\u021bie cu influencerii<\/em><\/a><em>, iar p\u00e2n\u0103 <\/em><a href=\"https:\/\/www.avocatoo.ro\/produse\/toolkits\/cyber-monday-consultanta-social-media\/\"><em>la finalul lunii avem o super ofert\u0103 pentru zona de consultan\u021b\u0103<\/em><\/a><em>.&nbsp;<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ca s\u0103 \u00een\u021belegem de ce \u0219i cum trebuie s\u0103 marc\u0103m parteneriatele cu influencerii prin care promov\u0103m anumite produse \u0219i servicii.<\/p>\n","protected":false},"author":2,"featured_media":5322,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51,42],"tags":[],"class_list":["post-5313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","category-education"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencerii \u0219i publicitatea \u00een online - Guest Post &#187; 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