Is it Ok to post? What should brands do now that business is down due to the crisis?
Think about what your community needs. This is a time to create content dedicated towards the needs of your follows. Maybe it’s 'how to do a manicure-at-home' advice. If you’re an online shop, it’s ‘business as usual,’ in terms of sales, yet you also need to be sensitive to the times. Do not stop your communication. Keep posting. Keep engaging. Is it Ok to advertise? If your product is useful during these days, yes. If it’s not immediately relevant, focus on building content and your community. How can a brand create content that sells without being salesy? The best thing to do is to find a balance between sales and being sensitive. Share from a more personal perspective and tone. Offer ways to find comfort at home for people. Humanize your brand and talk to people knowing they are home. What creative ways can you liquidate your inventory or sell existing product on social media? Are people really buying? People still want to feel special and connected. Shopping online from local artisans is a wonderful thing for people to do, especially with stores closed. Offer people to tag a friend or use a unique code for engagement “Tag a friend who would love this.” Tie-in content with upcoming holidays. Both Mother’s Day and Father’s Day are around the corner. Extend a partnership with a charity or a cause for wider reach. Perhaps, this is a good time to package products to sell in volume or share with friends to be connected at a distance. Get your engaged audience and brand ambassadors involved with special codes or incentives they can share. Contests are always fun. Run contests in the moment or over time, for five or ten days. You can also make it a challenge to keep people engaged. Can you share a tip for a great facebook ad? Create a slideshow of five products or looks. Most often, people will connect with one or two of the looks. With the pandemic, how can people share about PPE masks and other supplies with tact? We hear people want to get the word out. When it comes to this crisis, give them out for free. Donate and be helpful. Now, onto some fun as we focus on being proactive and having a strategic plan for our brand. Can you guide brands and influencers on what they need to know when it comes to the latest FTC regulations? Captioning: When you're writing captions, be sure to pay attention to what exactly it is you are claiming, and the way you are communicating this to your audience. What you are noting in your caption must be truthful, accurate and substantiated. Keep in mind a few questions 1) Is what you are claiming in your content TRUE for everyone? 2) Is your claim accurate and does it include material details? 3) Can you back up your claim with reliable evidence? Influencers, Endorsements and Testimonials: When it comes to influencers, endorsements and testimonials - whether they are paid for or adopted by your business - they must also be true! Whether you are a brand or an influencer, you must disclose 1) Material connections between the endorser and the seller that are not reasonably expected by the audience. 2) Material connections that may affect the weight or credibility of the endorsement. 3) Material connections that may be of a personal, financial or business nature. This could be anything from payment, free product in exchange for an endorsement, social media contests, a business or personal relation to the brand, or even employee relation to the brand! Proper disclosure: It’s OKAY to engage in partnerships and collaborations - just make sure to disclose the relationship correctly. - Each relevant post must contain the disclosure at the beginning of the caption (not in the middle, not after “more . . .” and not at the end). - Noting the company name is not enough! Single word hashtags such as #Ad #Sponsored #Paid #Contest #Promotion are necessary! - When an influencer creates a video - be sure that the relationship between brand and influencer is clearly noted in the video itself - not just in the caption for that video! Better be safe than sorry! Whether you are an influencer, brand or agency - I highly encourage you to get certified. FTC compliance and influencer fraud can become a serious issue where all parties involved may be held liable for improper influencer advertising. Here is where the NK Agency got certified: www.influencersiq.com Noriko Roy and Kristy Adcock can be reached at [email protected] www.nkagency.la . They are offering free 10 minute consultations to brands if you tell them we sent you.
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