Separating opinion from paid social media advertising

As a digital early adopter, I had thousands of followers

Beware of the blogger who only ever has good things to say about products they’re sent for free.

You know the ones. I know, because I used to be one – kind of.

In the age of social media, wordof-mouth advertising has taken on a new perspective when it comes to social ‘‘influencers’’ and how marketing zeroes in on people in certain markets to get their products in front of the eyeballs of their target market.

Mr Greer often laments at how once the kids are in bed for the night, I often flop on the couch and start flicking through people’s Instagram stories, Facebook posts, Snapchats and Twitter.

‘‘Why do you even bother? It just sounds like a bunch of ads… ps why don’t you get sent any of that stuff anymore?’’

Truth is, I used to get sent That Stuff all the time. When I was GREER BERRY working as the social media editor for Stuff in Wellington, my daily mail drop off would be the envy of many in the office as the latest gadgets, hot items and most importantly – new chocolate flavours – would make their way to me without asking.

Why? Because as a digital early adopter, I had thousands of followers on platforms like Twitter at the time.

In its infancy, that type of reach was something that many brands were striving for – so they targeted those who were already there. I’m not going to lie, it was pretty much like Christmas every day and my ability to turn down free chocolate is non-existent.

For those concerned about editorial integrity, everything was disclosed to the powers that be – and often confiscated by them too. So yes, I have been on the receiving end of such gifts and I have engaged in sharing my thoughts about them through social media channels. Back then though, it wasn’t as prolific as it is now.

The boundaries between what is advertising and what is just a genuine opinion on social media have become so blurred that the Federal Trade Commission in the United States have cracked down on celebrities actively disclosing what products they are being paid to promote.

More and more you see celebrities and other influencers using hashtags like ‘‘#sp’’ ‘‘#ad’’ in an effort to ensure people know that they are being paid to post.

But it is so entwined in our online experience that now when someone says they are out for dinner somewhere, I have to think twice about whether or not they’re being paid to say they’re there and having a great meal, or just that they are literally out having a great meal.

Same goes with that new pair of shoes, holiday location or car. I often fell back, in my own mind, on the justification that I also see a lot of influencers use, that they only promote products that they ‘‘truly believe in’’. That’s fine, and for many bloggers who showcase freebies, I totally believe them and this philosophy. The reason? They offer balance.

Not every product receives the glowing ‘‘Wow! What’s this? Oh neat! Vomit-flavoured biscuits! I’ve heard so much about these! I can’t wait to try these and tell you all about it! Thank you so much ABC PR Agency for sending these too me!’’.

The influencers I tend to listen to more are the ones who try that new disgusting-flavoured biscuit and give their honest opinion about just how gross the new product is. But these honest reviews feel like they are so few and far between.

Many will just share a photo or video saying thanks once a product is delivered, but not offer their opinion on it and that’s the last you’ll hear of it. They way the influencer sees it, they’ve ticked the PR company’s requirement (give us eyeballs) and they won’t find themselves on The Blacklist of influencers who didn’t Play The Game.

If you don’t Play The Game, expect your deliveries to begin to dry up as public relations companies search out influencers who are so chuffed that they’re being sent free stuff that the glowing phrases will fill the screen.

My eyes really became opened to the world behind influencer advertising when I was on the receiving end of an email accidently sent to me.

The email chain, between a popular Kiwi mummy blogger and a PR agency, discussed a multihundred dollar payment in exchange for her promotion – but it explicitly stated she was not to discuss the fact she was being paid for it.

This stung, and, it made me realise just how much there’s the world we see as consumers, and the world behind the screens, where influencers are trying to make ends meet through endorsements and the constant fear that they could all disappear overnight.

Of course, it won’t stop me watching these adverts – I enjoy products being reviewed by people whose opinion I find amusing and trust.

It’s a tried and often trusted advertising technique, but it’s fair to say I take some opinions with a grain of salt now and maybe it’s time Kiwi authorities look at this grey area more intensely to ensure consumers are protected.