influencer & social media advertising Flashcards
re-thinking definitions of advertising>key points of original def>
advertising as:
-paid,
-non-personal
-identified sender
-aim to persuade
features of online advertising>
-hypertext & embedded links
-multimodality
-interactivity
-opportunity for native & targeted advertising
-importance of getting attention & conveying message quickly
-static images or short videos
-immediately obvious what advertising
difference between digitial media & print ads over times>
- used to use directive (search toyota)
- now can involve QR codes instead
- # as commonplace now but didnt use to be
traditional web advertising style>
- banners or ‘pop-up’ style ad
- typically on R of website/top
- involve targeted audience (on specific site that TA would use)
native advertising=
paid messages which are embedded in digital environments (aka hardly distinguishable from the ‘natural’ context that surrounds them)
native advertising is signalled by>
- verb phrases (“suggested, “promoted”)
- prepositional phrases (“from our partners”)
- noun phrases (“ad”, “advertorial”)
E.g.s of native advertising>
-in feed advertising
- content reocmmendation
- custom & user genrerated content
implication of native advertising (on consumer)> (A,2002)
found that:
-consumers generally not aware of the commercial nature of native advertising
-native ads often work better than traditional ads, as–>
>lead to more favourable attitudes to
brand & higher purchase intention;
>audiences more likely to click on
native ads;
> audiences less likely to be irritated by
them
influencer advertising=
custom content often created by social media ‘microcelebrities’ or ‘influencers’; these influencers create ‘advertorials’
advertorials=
“highly personalised, opinion laden promotions of products/services that the influencer personally experience & endorse for a fee”
benefits of influencer advertising>
- wider audience
- influencer lifestyle viewed as glamourous & aspirational
- authenticity (as looked like personal recommendation)
Authenticity> influencers need 2 things>
- passion
- transparency
‘passion’> achieved via>
-positive emotion words
- stylistic punctuation (capitalisation, exclamation marks)
- emojis, acronyms
‘transparency’>achieved by>
-scientific terms
-evidence of expertise
-factual details about collaboration
low passion & transparency=
fake authenticity
high transparency & low passion
disembdoied authenticity
high passion & low transparency=
fairytale authenticity
hgih transparency & high passion=
absolute authenticity
Disclosure in user-generated content)>shift in labelling practices over time>
-2013-2014: #spon, #sponsored #sp>typica
2015-2017: #ad
2017 onwards: “paid partnership with [brand]”
Discoruse features of influencer content
-problem-solution patterns
-interspersing product reviews but with subjective personal opinion & past experience
- narrative element (how products fit into daily lives)
- interactions with followers (Q&A, follow backs etc)
how do images do personalisation work (2)
“as photographer” vs “with photographer”
what is “as photogrpaher”>
pictures of the influencers with the product
>represented image (selfie) or
>inferred or implied images
what is “with photographer”?.
images showign the product in an aesthetically pleasing environemnt
targeted advertising=
social media ads are targeted at more precise groups than traditional ads
>can be based on behaviour, demographics, interests etc
influencer & social media ads concs>
- sometimes can be difficult to discern whether a social media post is an ad or not
- social media ads emphasise personalisation
- influencers are increasingly improtant in advertising
- regulation plays important role in constraining how social media ads are written & disclosed as such
Targeted ad regulation>
- users can exhibit some degree of control over no & type of ads they see (ad blockers, cookie blockers)
- laws differ across countries
