New research into peer-reviewed journals Marketing Science It has been revealed that 95% of influencer posts on Twitter (now X) are sponsored.
Peer-reviewed article “Is the amount of influencer marketing unpublished?” appears in the Informs Journal Marketing Science. The authors of this study are Daniel Elschoff, University College London and the London Centre for Economic Policy Research. He left Imperial College London native. Stefan Saylor of Economic Policy Research Centre and Imperial College London.
Researchers further found that private posts tend to be associated with younger “brands” following large social media, when compared to posts that disclose sponsorship arrangements.
“Our research funding highlights the potential needs for further regulatory scrutiny,” he says.
What is influencer marketing?
Influencer marketing is an urgent way to reach consumers through alternative channels to traditional advertising, such as broadcasting and print media. Influencer marketing leverages individuals to promote your brand, product, or service. Typically, “influencers” are chosen based on large social media followers and celebrity status.
“Regulators in many countries now need to disclose paid influencer posts as they may find it difficult to distinguish them from truly organic content,” says Ershov. “However, due to novelties related to influencer marketing, the evolving regulatory framework is not caught up.”
About this research
Researchers used a new dataset of over 100 million brand-related posts on Twitter from 268 brands and used a new text-based classification approach to identify private, sponsored content. We then quantified the overall importance of private influencer posts to assess whether consumers are able to detect private commercial content. They were able to track the evolution of private posts over time and identify the brands in which private posts occurred.
“We found that many participants in the online survey could not identify commercial content when the content did not provide disclosure,” Seiler said. “We also demonstrated that despite stricter regulations over the sample period from 2014 to 2021, the share of private content has decreased slightly.”
Furthermore, researchers found that private sponsored posts tend to come from younger brands with large Twitter followers.
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