Lets set up a call to discuss your brand success journey.

Influencer Marketing in the Philippines: Avoiding Pitfalls and Achieving Impactful Results

May 24, 2023

influencer-marketing-in-the-philippines-avoiding-pitfalls-and-achieving-impactful-results banner

In the fast-paced world of influencer marketing, it’s crucial for businesses in the Philippines to stay ahead of the game. Whether you’re a seasoned marketer or just starting out, understanding the key metrics and strategies can make all the difference. In this article, we will delve into the concept of inflammation measures and provide expert tips to ensure your influencer marketing campaigns thrive. From identifying the right influencers to creating engaging content, we’ve got you covered. Stay tuned to discover how to maximize your marketing efforts and avoid common pitfalls in the exciting realm of influencer marketing!

In today’s digital landscape, influencer marketing has become an indispensable tool for businesses seeking to boost their online presence. However, the path to success in this realm can be paved with challenges. One crucial aspect that often gets overlooked is inflammation measures, which serve as vital indicators of campaign effectiveness. In this SEO-optimized article, we will break down the concept of inflammation measures and guide you through practical tips to excel in influencer marketing. By implementing these strategies, you’ll be well-equipped to navigate the dynamic influencer landscape in the Philippines and achieve impactful results for your brand. Stay tuned for valuable insights and actionable advice that will help you stay on top of your influencer marketing game!

Discover the Causes of Influencer Marketing Controversies

In the dynamic world of social media, fires can quickly ignite, especially in the realm of influencer marketing. While social media fires often arise from public backlash, it’s essential to explore the triggers specific to influencer marketing. Below are some examples that shed light on these controversies, based on incidents in the Philippines.

  • Mismatch between Brand Image and Content Posted

One notorious case involved a celebrity influencer partnering with a major telecommunications company for a promotional post. Unfortunately, the content shared by the influencer clashed with the brand’s image, leading to a barrage of consumer complaints and a social media firestorm.

In this instance, the issue was not with the talent’s personal image but rather the disparity between the consumers’ perception of the company and its brand ambassadors. Although the post was swiftly removed, and the company issued an apology, erasing the negative associations proved challenging. The company had to confront the repercussions head-on.

  • Stealth Marketing and the Loss of Trust

Another case that garnered significant attention was when a popular actress shared a seemingly casual Instagram photo featuring a product without disclosing it as a promotional or advertisement post. The lack of transparency triggered a massive firestorm of criticism.

It was later revealed that the actress’s Instagram account was actually a promotional platform created by the company. The failure to clearly indicate the nature of the posts caused disillusionment among fans, who felt betrayed by what they thought was an authentic personal photo. The incident fell under the umbrella term “stealth marketing” (Stema), resulting in the loss of trust from numerous followers and users.

  • Violations of the Pharmaceuticals and Medical Devices Law

A celebrity’s endorsement of a product claiming definitive effects, such as “breast enhancement,” ignited a firestorm of controversy. This claim violated the Pharmaceuticals and Medical Devices Law, which prohibits making assertive statements regarding non-pharmaceutical products’ impact on the body.

Despite the talent offering an apology and providing refunds, the flames of controversy refused to die down. The combination of deceptive consumer practices and other suspicions tarnished the company’s reputation. Additionally, the company’s response during this crisis faced severe criticism on the internet, further damaging its image.

Why is Influencer Marketing Thriving?

In recent years, influencer marketing has become a blazing trend in the Philippines. This strategy involves collaborating with influential individuals to promote products or services to a broader audience. However, despite its potential for effective public relations and sales growth, influencer marketing can sometimes lead to unexpected complications. Let’s explore the reasons behind the fire that fuels this marketing approach.

  • Stealth Marketing

One of the major causes of concern in influencer marketing is stealth marketing, commonly referred to as “stemma.” While influencer marketing shares similarities with stealth marketing, the key distinction lies in transparency. Stealth marketing fails to clearly disclose the nature of the content as “advertisement” or “PR.” When influencers fail to label their promotional posts as such, it can lead to feelings of deception among followers, sparking controversy. To avoid this, it is crucial for influencers to clearly specify the promotional nature of their content, for example, through the use of appropriate hashtags.

  • Violation of Regulatory Acts

Influencer marketing campaigns that involve products falling under the category of pharmaceuticals or medical devices must adhere to the regulations set forth by the Pharmaceutical and Medical Devices Act and the Act against Unjustifiable Premiums and Misleading Representations. These laws, established by the Ministry of Health, Labor, and Welfare, ensure the quality, efficacy, and safety of medical products. It is essential for influencers and companies to exercise caution and avoid false or exaggerated expressions in their PR content. Violating these laws can result in severe consequences, such as penalties, damage to the company’s reputation, and loss of consumer trust.

  • Uncomfortable Expressions

Influencers must be mindful of their expressions, even when engaging in product promotion. Criticizing or disparaging the products or services of other companies can make viewers uncomfortable. Additionally, using extreme or vulgar language in promotional content is not appropriate for companies and can lead to disgust among the audience. Social media users come from diverse backgrounds, and certain expressions may inadvertently involve sensitive issues. If a significant number of users feel displeased, the product’s image can be severely tarnished, resulting in a firestorm of negative attention. Influencers must remember that their posts are visible not only to their followers but also to an unspecified number of users.

  • Inconsistent PR Posts

When influencers deviate from their usual style or image, users may perceive their promotional posts as pushy or disingenuous. If PR posts are met with distrust, it undermines the natural marketing advantage that influencer marketing offers. It is crucial for influencers to remain authentic and align their promotional content with their existing brand image. Rather than imposing the company’s intentions forcefully, it is more effective to leverage the influencers’ natural style and personality.

  • Engaging Malicious Influencers

Companies new to influencer marketing or those unfamiliar with social media platforms may inadvertently partner with malicious influencers, which can lead to a disastrous outcome. Some influencers have gained notoriety for unethical practices, such as buying followers. Moreover, some influencers falsely enhance their influence by claiming connections with celebrities or promising collaborations. Collaborating with such influencers not only risks damaging the corporate image but also exposes the company to significant financial loss. To mitigate these risks, it is essential to conduct thorough research when selecting influencers and choose individuals who align with the product or company’s values and image.

Impact of Backfiring Influencer Marketing

The impact of influencer marketing campaigns going awry in the Philippines can have far-reaching consequences. Let’s delve into the key ramifications of influencer marketing backfiring:

  • Brand Image Damage

When flames engulf an influencer marketing campaign, the product or brand being promoted suffers from a tarnished image. The negative perception generated can significantly erode consumer trust, leading to decreased sales and a loss of credibility. Rebuilding that trust can be a long and arduous process.

  • Potential Boycott

If the flames escalate, causing widespread discontent among users, it can potentially escalate into a full-fledged product boycott. When messages denouncing a brand or product gain momentum on social media, the impact can be detrimental. Such a boycott threatens the very survival of a business and can result in severe financial losses and long-term damage to the company’s reputation.

  • Influencer Fallout

The repercussions of a failed influencer marketing campaign extend beyond the company itself. The influencers involved may experience a significant negative impact on their personal brand and reputation. This can lead to a loss of credibility and trust among their followers, who may choose to disengage or unfollow them. Restoring trust and rebuilding their image will require considerable effort and time.

Key Points for Safe Influencer Marketing Campaigns

To safeguard your marketing efforts from backfiring, consider these essential strategies:

Align Influencer Selection:

Choose influencers who align with your brand image to avoid potential mishaps. Define posting guidelines and PR notations to maintain consistency between influencers and your company’s values.

  • Careful Influencer Evaluation

Thoroughly assess influencers beyond popularity and follower count. Look for indicators like follower demographics, engagement rates, past controversies, and any signs of fake followers or inflated influence.

  • Preserve Product and Brand Image

Ensure influencer posts don’t undermine your product or brand reputation. Review their content for alignment with your brand’s worldview, and verify that posts include clear PR indicators such as “PR” or “Tie-up.”

  • Seek Expert Assistance

If your company lacks expertise or resources, consider partnering with a reputable advertising agency. They can handle influencer selection, post approvals, and performance tracking, leveraging their knowledge to mitigate risks.

Final PopStar Tip:

In conclusion, navigating the realm of influencer marketing in the Philippines requires careful attention to detail and a proactive approach to prevent potential controversies and ensure successful campaigns. By understanding the causes of influencer marketing controversies, such as mismatches between brand image and content, stealth marketing, and violations of regulatory acts, businesses can proactively address these issues and protect their reputation. The impact of influencer marketing backfiring can be significant, leading to brand image damage, potential boycotts, and negative consequences for the influencers involved. To mitigate these risks, it is crucial to align influencer selection, evaluate influencers carefully, preserve product and brand image, and consider seeking expert assistance from advertising agencies. By implementing these strategies, businesses can enhance their chances of running safe and successful influencer marketing campaigns in the dynamic landscape of the Philippines.

Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your influencer marketing here in the Philippines.