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“It just came to our attention then. – Businesswoman Daina Bosas, who also received an offer to join the contest, did not skimp on criticism. – Only I, I admit, I don’t have the patience to read long sapalions, so turn to I saw this offer, I did not delve into it. However, from what we have to hear now, I understand that it is only people who are being silly. Well, but if someone needs followers attracted in this way … That is unacceptable to me . I always did everything naturally. If it seems to anyone that followers can be bought, to health. It is a pity that this has happened, because we are always known in the plural as ‘influencers’. I am not saying that advertising be bad, but as long as you do not mention your principles and beliefs: you declare one, you do something completely different. There are characters who pretend to live only in a healthy way, they classify garbage, they do not eat meat, and in this game they offer to win a v Visit a plastic surgeon. “
Social media star, photographer and dancer Naglis Bierancas also mentions the above principles.
“They are lying. There are people who work very well, but there are also very nimble options. And we all boiled in a pot. It horrifies me to hear them say that they have had a lot in their lives, they just want to be good to their followers that way. No! you want nothing! The condition for players is to follow the thirty profiles. So what? People who believe in their sincerity drink and follow. I get coke knowing that everyone “threw in” 500 euros and are waiting for the number of followers to increase. On the Internet, they pretend to be, and actually they only see the benefits for themselves. I even feel sorry for some of the influencers involved, good people. But why are they waiting there…? Naglis thought.
The interviewee revealed that he was also invited to join this campaign, but this idea by the author of the idea, the social media operator Julija Žižė, was immediately suspicious.
“They also invited me to participate here. They only gave me other conditions, since I had the first number of followers among all the participants, I would not have had to pay 500 euros. It bothers me that they hold me with a muzzle. What are they trying to do with it? Obviously, they expect an extension from me. And the fact that later my followers came to them. However, the fact that the creators of the campaign themselves do not know how to choose the winner is also a laugh. What happens if an older or younger man wins breast surgery? After all, there is no age limit ”, said N. Bierancas.
Such activities are punishable
Delfi contacted Laura Aleksandravičė, head of the advertising agency Influenceriai.lt, who assured that such activities are beyond the principles of the Instagram community, and influencers who carry out them can be sanctioned.
“These contest organizers go after an empty number, increase the number of followers, but in the long run they sacrifice indicators of reach and involvement, which are much more important in assessing the effectiveness of the opinion maker.
As Instagram advertises, such activities go against your community guidelines. Instagram prohibits artificially collecting followers, offering money or gifts in exchange for positive reviews, followers, comments. These guidelines are not just words, the core values of Instagram are authenticity and transparency. Attempting to bypass the system may provide short-term benefits, but in the long term it will impact the performance of these users. Instagram has a complex algorithm that constantly learns to recognize changing data, identifies questionnaires that spread that information, and, in other words, penalizes them by reducing their reach and limiting their performance.
It is true that these people not only do not understand how the algorithm of social networks works, but also, under the guise of good actions, they mention values, undermine the trust of followers and create a negative image of opinion leaders in the society. This is a cheap, immoral and pathetic trick. Only those opinion formers who can interest, engage and retain their followers with their personality and content are worthy of the name of opinion formers ”, said L. Aleksandravičė.
The agency director said that in total, she has to work with only a few on the list of influencers who contributed to the competition. However, during this week, the company has already received a number of marks to consider whether to continue cooperation with those involved.
“These types of contests, which at any price seek false popularity and indirectly buy followers, do not meet the values of many, especially the big brands. So in the hope that these contest organizers will earn more with a larger number of followers, they are in fact running the risk of not only losing their current associations, but also of not expecting future advertising requests.
It should also be noted that all these entries must be marked as “Advertising” in accordance with the Advertising Law and the guidelines of the State Service for the Protection of Consumer Rights, therefore these opinion formers violate the law and must be of concern to regulators and gift-sharing trademarks. A negligible advertising fine threatens not only the opinion maker, but also the brand – up to 3% of annual revenue.
The opinion leaders we represent also shared that more such contests were planned. Inviting them to join is often done on their behalf without consent, indicating that they are supposedly contributing to the organization of the competition. The Civil Code of the Republic of Lithuania protects the right of a natural person to a name: a natural person can demand that other people not use or act on their behalf without permission, and if the right to a name is violated, they have the right to go to court. and to compensate for damage to property and not property caused by such illegal actions.
I would like to wish that this competition helps to choose what is worth following and who to work with to get valuable content, and what cheap tricks, ”said L. Aleksandravičė.
Communication specialist Justė Gvazdaitytė also examined these issues in more detail. She called this way of inviting followers unethical.
“Why is it not a good decision? 1. Ethics and values. Joining the campaign was Julija Žižė, a brand that declares naturalness, ecology, and Natalija Bunkė, which communicates family values, authenticity and sensitivity, and Natalija Bunkė, who has been carrying the banner of “all that I achieved myself” and inspires to women.
What’s happening here? The values communicated by a trademark or personal brand are important to a quality audience. It shows the authenticity of the brand, increases trust, strengthens positioning. In this context, some of the promoters of the campaign vividly pleaded throughout the country.
2. Buying followers. Buying followers from a click farm is bad (here are all the cases where your account has tens of thousands of followers and they are all from all over the world) because they are like a repository of quizzes. Followers should come to the accounts of their own free will, looking for interesting and useful content.
What’s happening here? Posting contests for account trustees is the same as buying followers as using third-party services. Well, more precisely, it is a legal solution. When an audience arrives due to contests, it won’t generate engagement, sales, or a long-term community.
3. Uniformity of audience. The advantages of influencers are different audiences, different tone and content. The more equitable the opinion formers, the more difficult it is to get enough consumer attention, participation and trust.
What’s happening here? Such a game will generate for them a significant part of the same audience, which – see. Item No. 2.
4. Lack of professionalism. How is a professional communication specialist different from a dilettante? Professionals don’t make serious mistakes.
What’s happening here? The campaign is announced on Election Day. A press release is distributed that only goes to one portal because the time to start such a campaign is definitely not good. In the report, the campaign is called “thank you in a row”, although this is clearly far from the truth. Well, and the previous 3 points allow us to assume that the organizers lack basic communication skills.
And finally, what is the purpose of this whole thing? Clearly, influencers face declining follower engagement and insufficient fan earnings. Therefore, such competition turned out to be quite an attractive solution. Unfortunately, it is very short-lived and highly unethical. Indicators of impairment should be adjusted not by shooting oneself in the legs, but by changing strategy, adjusting content and advertising “ether”, J. Gvazdaitytė shared his thoughts.
Try to do this type of competition more often.
Meanwhile, the creator of the idea, J. Žižė, after receiving negative evaluations, addressed the followers on Instagram.
“All the wave of anger I have is just a comment, because I know you are peeking. Forgive me for being late to do something like this before. Now all you have to do is copy and try to do something better,” wrote the organizer competition.
A little later, he contacted his followers again and announced that from now on he would participate in such activities frequently.
“My phone is not silent on your messages and calls. I feel like some kind of ‘save a friend’ ambassador for the kindness campaign. You know, I realized that maybe everything is happening here. Because as of now my instagram will be like this. This contest will end, I will prepare another one. And I will make other women happy with less happiness. So welcome to the usual page of shower of gifts “, promised J. Žižė.
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