When a C-level executive at one of the top global consumer packaged goods companies talks, people listen. Especially when that executive is Unilever’s Chief Marketing Officer Keith Weed, and when that talk takes place at Cannes Lions.
At Cannes, Weed pushed for the ad industry and social platforms to improve the integrity of influencer marketing by encouraging greater transparency and improved measurement. For Unilever, according to Weed, this means that their brands will not ever buy followers nor work with influencers who buy followers. Unilever is also prioritizing its work with partners that promote transparency and are working to combat dishonest practices in digital marketing. Weed warned that the industry must take “urgent action now to rebuild trust before it’s gone forever.”
I could not agree more. The value of influencer marketing relies on authenticity, and that authenticity must be preserved through transparency and measurability if influencer marketing is going to realize its full potential.
At RhythmOne, we believe that brands, agencies, publishers, and platforms all need to work together to advocate for transparency and honesty in influencer marketing. Brand safety is of paramount importance in the development of our products and activation of campaigns on behalf of our clients. Our influencer marketing campaigns combine powerful features of social platforms with managed service and internal audit processes to ensure authentic influencer engagements.
RhythmOne’s 33-Point Audit verifies that campaigns run on our influencer marketing platform abide by high levels of protection against suspicious traffic and produce real engagement and results for our clients. Our influencer audit tracks telltale signs of suspicious activity such as sudden bursts of follower growth or suspicious letter replacements in profile names, such as the use of “1” to replace the letter “I.” We also track more complex factors, such as percentage of engagements coming from suspicious accounts and the ratio of engagement rates to CPEs to help ensure our campaigns meet the standards (and KPIs) of our clients.
For a complete breakdown of our 33-Point Audit and for help designing an influencer marketing campaign that will deliver eye-popping ROI, click here and drop us a line at InfluencerMarketing@rhythmone.com to let us know how we can help.