The game changes for South African Influencers

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The game changes for South African Influencers

A new rule by the Advertising Regulatory Board (ARB) will change the game for “Influencers” in South Africa. The ARB has announced that influencers must now indicate that a social media post is an advert, even if its not a paid promotion.

The Rule

According to the Code of Advertising Practice it states that advertisers are required to disclose if content is part of a social media advertising campaign as opposed to purely organic social media:

The following identifiers should be used by influencers to differentiate their posts:

  • #AD
  • #Advertisement
  • #Sponsored

“To ensure full transparency publishers and influencers are required to disclose if they were provided (permanently or on loan) with goods or services in return for media coverage (whether this is expressly stated or not),” the ARB said.

This will help reinforce publisher and influencer integrity while allowing the consumer to make a clear, informed decision of the applicable content, product or service.

Moving Forward

To avoid any legal action taken against brands and businesses working with influencers they would need to make sure that they adhere to the rules set out by the ARB. Brand owners and influencers must make sure that they have written agreements in place dealing with, inter alia, the nature of the engagement and the influencer’s brief, the nature of remuneration (which may include money and/or free products or services), details of social media advertising content relating to the brand, and if it will be influencer-created or scripted (in which instance the influencer should clearly disclose or credit the content creator).

The agreement should also set out any mandatory warnings or statements that may be relevant to a particular industry and required in the influencer advertising (as an example, the underage statement “Not for sale to persons under the age of 18 years” should appear in all advertising for alcoholic beverages or brands).

Brand owners should take note that they will have the primary responsibility to ensure that social media advertising, including influencer advertising for their brands, complies with the relevant advertising guidelines.

These guidelines are aimed at transparency in advertising, and ensuring that consumers can clearly distinguish between advertising, and other online material. In addition, for reputational and ethical reasons, influencers are also encouraged to comply with the social media guidelines, to ensure that their followers immediately understand the nature and extent of their relationship with a product, service or business brand appearing on their social media newsfeed.

Spottmedia creates and manages micro influencer campaigns for small businesses. To find out more about our Micro Influencer campaigns book a FREE consultation.

Winter Warmer Initiative at the Children’s Home

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Winter Warmer Initiative at the Children’s Home

For many, Winter is a challenging time due to the cold and wet conditions. This is why we decided to have a Winter Warmer Initiative at the Children’s Home in the Northern suburbs of Durbanville, Cape Town. On 22nd June the Spottmedia team handed out hot chocolate and marshmallows to over 90 youth and kids at the Durbanville Children’s Home.

The Durbanville Children’s Home cares for 144 children between the ages of 2 -18 years who were exposed to some form of domestic violence, substance, sexual abuse and neglect. The intake of children falls within a 100 km radius of Durbanville, which includes farms, informal settlements, squatter camps and towns.

The kids were very excited and thoroughly enjoyed the day. We are all about making an impact and we were thankful that we could warm up the hearts and make a difference for the kids and youth.

5 Ways to market your small business on a small budget.

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5 Ways to market your small business on a small budget

As small business owners we often think to grow our business and brand we need to go big with our marketing, but the truth of the matter is that we actually need to start locally. Local is the best way to start marketing as customers will often buy a product or visit a shop if it’s close by. So, if you are still challenged with marketing your small business, we put together our top 5 marketing strategies that will give you a head start to help you market your business on a small budget.

  1. Leverage your community

You don’t have to think big when it comes to your marketing efforts. Think local. Have a look at what’s going on in your community. Sponsor a sports team or a 5k charity walk/run. Print flyers and hand them out at a local school or sports event. Get to know your ideal customer and think about how and where they spend their time. Then explore opportunities to get in front of your customer with your marketing message.

  1. Offer a freebie

If someone has an opportunity to experience your product or service, chances are they will want to purchase more. Don’t be afraid to give someone a free trial or a sample. In today’s economy, people are more comfortable purchasing something they have been able to experience or try first.

  1. Collaborate

Put together a group of synergistic, non-competitive businesses in your area and agree to cross-promote. You can use coupons, flyers, reciprocal website links, bundled promotions or social media platforms. By collaborating with each other, you can expand your customer base because you’ll be reaching new people.

  1. Network

There is no better way to build a business than to get out there, shake some hands, and get to know people. There are a few associations you can join that are great platforms giving you an opportunity to network and meet like – minded individuals like the NSBC (National Small Business Chamber), BNI (Business Network International) and Chamber of Commerce.

  1. Build relationships

It is a lot less expensive to keep a customer than it is to get a new one. That’s why establishing strong relationships with your customer base is crucial. One of the ways you can do that is by keeping in touch with people through email marketing. Ask customers for their email address when they visit your store or website. Then, make your communications informative, helpful and professional — something your customers will look forward to receiving.

These five, inexpensive marketing strategies will help you engage customers, build relationships, and ultimately keep your brand top-of-mind. It’s not always about the money you must spend on marketing, it’s about the time and effort you put into it and above all, the relevance it has for your customers. If you still have challenges and are not sure how to market your small business effectively book a consultation and we will get into contact with you.