Younger internet users have a very distinct profile. They are increasingly less impacted by traditional media on the web. This forces companies to develop differentiated actions that make up for the effect of the banner click, for example.
A good way to reach the places this target audience frequents is still the sponsored post, which consists of “buying blog space” for a post with the actual text, the script, or just the company's product.
In the fashion segment, for example, this type of advertising is becoming increasingly prevalent. Fashion and accessories retail went from 26th to 6th place in sales rankings in just one year, according to a survey by e-bit. This means there is huge potential for companies to tap into.
What's up for debate, however, is not the concept of such actions, but their planning and execution. It's not hard to find blogs that disguise advertising as a “tip,” going against rules set by the Conselho Nacional de Autorregulamentação Publicitária (Conar), which determine that advertising actions of any kind must be clearly identified.
According to a recent article by Isto é Dinheiro, the organization has begun investigating a case of non-compliance with the rules, involving three bloggers who, coincidentally, bought and recommended the same products within a very short timeframe, in addition to posting photos on Instagram. At no point was there any disclosure that they had been paid for it.
Still according to the publication, in case of a ruling against them, Conar can request that the campaign be ended or altered. The decision could serve as grounds for a subsequent legal proceeding, since the organization's decisions tend to be followed by the advertising market.
It becomes clear, then, that the best way to build loyalty with your readers and act correctly on the web is, without a doubt, to adopt a policy of transparency. Identifying an ad is not just about following established rules, but also about showing that what's for sale is the blog space, not your opinion.
For companies, the lesson is to better develop their digital marketing actions, avoiding situations that associate the brand with a false and negative image. It's always worth remembering that readers aren't fools and are paying attention!
