Were they paid for this?

https://www.youtube.com/watch?v=242jZo4tWKs

Madison Linville

ML995316@ohio.edu

Most of us have an Instagram, and most of us, Instagram users, have come across a photo from an influencer or a celebrity that just seems a little fake. It's usually a picture of them holding a drink, wearing an outfit, or watching a newly released movie. Their caption for the photo seems a little over the top, promoting that product. We all have products that we love, but do we post about them, promoting them? It's not likely. So, it's obvious that most of these influencers or celebrities are getting endorsed. This issue has gotten bigger with the expansion of social media, which is why it's time to let our audience know when something is paid, by saying that "This is a paid advertisement." 

There are some main guidelines to follow in the branded content / advertising industry that go into more depth in this article. These include disclosure, clearing labeling something as a promotion, if it is, in fact, a promotion; allowing for real communication, if there are negative comments on a post, don't edit or delete them; don't let it become a substitute for earned media; stories should be constantly updated, and branded content should do the same. It could be a little tricky to keep current because people who are writing the branded content, are not reporters, and are not used to that idea of "developing the story". This changing nature of media creates lots of great opportunities for PR professionals. 

Publishers want to invest in staff that sit between the field of advertising and editorial. It's important to keep developing the story, such as in the editorial field, and it's important to continue to create content, such as in the advertising field. In the constant changing social media world today, it is important that the future workers in this industry, I and my fellow classmates, learn ways in which we can implement both. I feel that this is one reason that it is important to study Public Relations and Advertising, closely, with News and Information. 

This is one problem we need to fix, continuing to tap into both sides of the industry. We also need to be better at disclosing when something is paid. An example, the clothing company, Lord & Taylor, was accused of paying thousands of dollars to dozens of online influencers, Instagram users with big followings - to put in a word for a dress, but not revealing that they had been paid to do so. They faced backlash because it was said that consumers should know when they are looking at paid advertising. More information about the situation can be found in this article. They should never have to wonder. None of us should ever be left wondering, and that's what we need to work on.