This article discusses the importance of punishing unethical behavior, standardizing professional expectations and pay, and providing rights and protections for creators in the influencer marketing industry.
The author argues for an industry in which unethical behavior is punished; professional expectations, pay, and desired outcomes are standardized; and creators are given the same rights and protections as other professional marketers.
Influencer marketing is a global force with huge potential for both positive and negative social impact. Influencers, brands, and social media companies that mislead the public could ruin an industry reliant on credibility.Marketers must build teams of trustworthy professionals. They must commission work that prioritizes quality and integrity over virality. And the industry as a whole should develop trade organizations and unions to protect influencers, marketers, and the public.media influencer industry has grown from nothing into a pervasive global force that has completely rearranged the way information and culture are conceived, produced, marketed, and shared. Commercial sectors such as fashion, beauty, and travel led the way, but nonprofits, government services, and political campaigns are increasingly joining in, hoping to harness the seemingly more authentic medium of influencer marketing.The Influencer Industry: The Quest for Authenticity on Social Media and a research affiliate in the Center on Digital Culture and Society at the University of Pennsylvania’s Annenberg School for Communication.Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Influencer Marketing Ethics Professional Standards Credibility Trade Organizations Unions
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