There are millions of social media influencers (SMIs) acting as third part endorsers for brands. It is a style of social media marketing whereby a brand or business usually pays for endorsements and product placement from influencers to help sell their products and services. The endorsements can range from a tweet, a subtle mention, use of a hashtag, a blog, testimonials or just a photograph of the influencer showing themselves with the product.
In recent years many countries have developed guidelines that influencers should adhere to. These include the policy by which influencers must disclose any time they are endorsing a product because of a paid partnership or a personal affiliation with the brand. This was done to help consumers understand they are viewing advertising materials. Once this policy was implemented, we started to see ‘paid partnership’ at the top of the advertisement, but now it is more common to see the partnership subtly integrated into the copy post.
Another important guideline for influencers is they are not to make false of outlandish claims about the products they are promoting. This could get both the brand and the influencer into hot water about misleading consumers. In reality, this policy can be hard to govern unless false claims are reported.
The catch with social influencers is that whilst they may write a blog about how good a product is and how much they love it, they may never have used the product, not even for one day. The consumer may be influenced to buy the product based on the influencers story and then find it does not live up to the promise. This dilemma is not solely due to this style of advertising and can occur with many styles of mainstream advertising.
Why AMPERNA® does not hand out lots of free products to influencers
AMPERNA® is an ethical skincare brand, dedicated to creating revolutionary and unique formulas to help rebalance and transform the appearance of skin. There are two key reasons why AMPERNA® doesn’t hand out lots of free products to social media influencers to promote their products:
The First Reason is Transparency and Trust
Kiri Yanchenko, founder of AMPERNA® is adamant she wants these brand values to hold true and wants to promote the products with the efficiency they were built on. The product range has been internationally recognized by the skincare industry for the effectiveness of the products. The skincare is holistic and effective, driven by Kiri’s deep personal understanding of the challenges faced by having problem skin.
When AMPERNA® decides to work with social media influencers, the ask is that they use the products for a minimum of 2-4 weeks and fall in love with them. The reason for using this approach, is it is important for the brand to help each individual with their skin, and if they only try the products once they will not truly understand how they work. This time spent with the products provides the influencer with an experience they can then share with their followers. It is important that the information comes direct from the influencers firsthand experience which helps to support the values of transparency and trust.
When Kiri engages with influencers, she never provides the content, this is up to the influencer to write the story.
The Second Reason is Time
Whilst many social media influencers promote overnight quick-fix products and would like us to believe there is a quick fix to clear, healthy skin, the reality is there are no overnight fixes. For many skin conditions it simply takes time and persistence.
If you suffer from skin conditions such as acne, rosacea and dermatitis, the majority of skincare products being promoted by influencers talk about results being achievable in days rather than the truth. A long-term holistic approach is most often needed instead. This is why Kiri only works with influencers that are prepared to use the product for at least 2-4 weeks and have an appreciation for how they help can their skin and their followers.
How AMPERNA® Can Help
Since launching AMPERNA®, Kiri has helped many people around the world through their skin care journey. Her Holistic Skin Coaching Service means you can discuss all your skin concerns and develop a tailored plan to work towards healthy glowing skin.
If you want to find out more about the products, you can read testimonials from people using the range here.