You like scrolling through posts and stories of so-called influencers? Then, without knowing it, you are confronted more and more frequently with a new phenomenon:<\/p>\n
A fake sponsored post is a post on platforms like Instagram that is marked as advertising, although it is not at all. This is not out of exaggerated caution with regard to the now widely known requirement for advertising labelling. No, advertising labelling is used to pretend that influencers have successful partnerships with companies – which in reality do not even exist.<\/p>\n
The background: influencers in the fashion, lifestyle and travel sectors – and those who want to become influencers – are thus courting the attention of potential clients. Because the decision makers in agencies and marketing departments want to see examples of successful campaigns in the past.<\/p>\n
And thus proceed more and more Influencers according to the slogan: Fake it until you make it<\/a>. (Whether after the “make it” the moral purification follows, that remains to be seen.)<\/p>\n An advertisement must be marked as such also on Social Media platforms – a clear case: Mentioning or representing products, brands, services, enterprises, regions, events, journeys etc. due to an agreement or co-operation is always advertisement. If a so-called influencer thus receives a free product or a free overnight stay (etc.), this must be labelled as advertising. In Germany, this is regulated in the Telemedia Act (TMG). Economic law may also be relevant in many cases. The state media authorities are responsible for monitoring the TMG. In their Guideline on advertising labelling in social media offerings <\/a> it says:<\/p>\n “The separation and labelling of advertising serves to preserve freedom of the media and freedom of expression, the independence and integrity of media offerings, the credibility and authenticity of providers and the protection of users from misleading.”<\/p>\n<\/blockquote>\n Considering these basic rules, the whole plight of influenceritis becomes very clear from my point of view. As a reader, take part in a small practical exercise. Imagine a hip influencer person from the fashion, travel or lifestyle sector with whom you are in conversation. Imagine you are bringing exactly the above quote into the conversation. What would you excpect?<\/p>\n If you should also come to the conclusion that many influencers can’t do anything at all with the values so beautifully summed up by our state media authorities, then we are in agreement. I would expect answers like:<\/p>\n I was already hardened. I only rarely burst my collar in view of all the moral abysses. Fortunately, inquiries in this direction (“Think of an influencer campaign. Why? Because everyone is doing that”) have also subsided in the meantime. But for the purpose of organising dubious influencer campaigns special providers have successfully positioned themselves in the meantime, bringing together companies and influencers in Fiverr<\/a> manner. But this new trend – fake advertising designations in order to make yourself seem more important – is leaving me puzzled.<\/p>\n But there are indications for a reduction of the Influencer Hype. Interestingly, a first reorientation seems to begin: Thomas Hertkorn is in charge of Online Marketing with A&O Hostels. The enterprise had cooperated extensively with Influencern and invested here relatively large amounts. However without measurable positive effects on the mark or on reservation numbers. As performance channel Influencer marketing has thus no relevance for the enterprise.<\/p>\n One could have imagined working with influencers on a commission basis in future. Such models are often used in the USA.\u00a0In the case of A&O, this would mean paying after generated bookings. In the German speaking region, no influencers were found who would accept this model, so Hertkorn<\/a>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":" You scroll through posts and stories of so-called influencers from time to time? Then, without knowing it, you are confronted more and more frequently with a new phenomenon: Fake Sponsored Posts.<\/p>\n","protected":false},"author":1,"featured_media":149697,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" Sie scrollen ab und zu durch Posts und Stories sogenannter Influencer? Dann werden Sie, ohne es zu wissen, immer h\u00e4ufiger mit einem neuen Ph\u00e4nomen konfrontiert:<\/p> Der Hintergrund: Influencer im Bereich Fashion, Lifestyle und Reise - und solche, die es werden wollen - buhlen auf diesem Wege um die Aufmerksamkeit der potentiell auftraggebenden Unternehmen. Denn die Entscheider in Agenturen und Marketingabteilungen wollen Beispiele erfolgreicher Kampagnen in der Vergangenheit sehen. Die ersten Werbedeals sind die schwierigsten. Und so verfahren immer mehr Influencer nach dem Motto: Fake it until you make it<\/a>.<\/p> Dass Werbung auch auf Social-Media-Plattformen als solche gekennzeichnet werden muss - klarer Fall: Die Erw\u00e4hnung oder Darstellung von Produkten, Marken, Dienstleistungen, Unternehmen, Regionen, Events, Reisen usw. aufgrund einer Vereinbarung oder Kooperation ist stets Werbung. Erh\u00e4lt ein sogenannter Influencer also ein kostenloses Produkt oder eine Gratis-\u00dcbernachtung (etc.), so ist das als Werbung zu kennzeichnen. Zust\u00e4ndig f\u00fcr die \u00dcberwachung sind die Landesmedienanstalten. In deren Leitfaden zur Werbekennzeichnung bei Social-Media-Angeboten<\/a> hei\u00dft es:<\/p> \"Die Trennung und Kennzeichnung von Werbung dient dem Erhalt der Medien- und Meinungsfreiheit, der Unabh\u00e4ngigkeit und Integrit\u00e4t medialer Angebote, der Glaubw\u00fcrdigkeit und Authentizit\u00e4t der Anbieter und dem Schutz der Nutzer vor Irref\u00fchrung.\"<\/p><\/blockquote> L\u00e4sst man sich diese Formulierung auf der Zunge zergehen, so wird die ganze Misere der Influenceritis aus meiner Sicht sehr deutlich. Machen Sie als Leser\/-in einmal bei einer kleinen Praxis\u00fcbung mit. Stellen Sie sich eine hippe Influencer-Person aus dem Fashion-, Reise- oder Lifestylebereich vor, mit der Sie im Gespr\u00e4ch sind. Stellen Sie sich vor, Sie bringen exakt das obige Zitat ins Gespr\u00e4ch ein. Was w\u00fcrde Ihnen wohl entgegengebracht?<\/p> Sollten Sie auch zu dem Schluss kommen, dass wohl viele Influencer so rein gar nichts mit den von unseren Landesmedienanstalten so sch\u00f6n auf den Punkt gebrachten Werten anfangen k\u00f6nnen, dann sind wir uns einig. Ich w\u00fcrde mit Antworten rechnen wie:<\/p> Es ist manchmal schwer, dem Treiben im Influencer-Segment zuzuschauen. Ich war ja schon abgeh\u00e4rtet. Zum Gl\u00fcck haben Anfragen in diese Richtung inzwischen auch nachgelassen, haben sich doch zwecks Organisation dubioser Influencer-Kampagnen inzwischen erfolgreich Spezialanbieter positioniert, die Unternehmen und Influencer in Fiverr-Manier zusammenbringen.<\/p> Doch diese neue Trend - Fake-Werbekennzeichnungen zu platzieren, um sich wichtig zu machen - hat mich nun doch nochmals echt vom Hocker gehauen.<\/p> Indessen mehren sich die Anzeichen f\u00fcr ein Abflauen des Influencer Hype. Interessant, wie sich ein erstes Umdenken andeutet:\u00a0Thomas Hertkorn ist Leiter Online-Marketing bei A&O Hostels. Das Unternehmen hatte umfassend mit Influencer zusammengearbeitet und hier relativ gro\u00dfe Betr\u00e4ge investiert. Allerdings ohne messbare positive Effekte auf die Marke oder auf Buchungszahlen. Als Performance-Kanal habe Influencer-Marketing somit keine Relevanz f\u00fcr das Unternehmen. Man habe sich vorstellen k\u00f6nnen, mit Influencern k\u00fcnftig provisionsbasiert\u00a0 zusammenzuarbeiten. Derartige Modelle w\u00fcrden h\u00e4ufig in den USA angewandt.\u00a0Im Falle von A&O w\u00fcrde das bedeuten, nach generierten Buchungen zu bezahlen. In der DACH-Region habe man keine Influencer gefunden, die sich auf dieses Modell einlassen w\u00fcrden, so Hertkorn<\/a>.<\/p>","_et_gb_content_width":"","footnotes":"","tve_updated_post":"","tve_custom_css":"","tve_user_custom_css":"","tve_globals":{},"tcb2_ready":0,"tcb_editor_enabled":0,"tve_landing_page":"","_tve_header":"","_tve_footer":""},"categories":[535,536],"tags":[637,544,130,634],"class_list":["post-149749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","category-web-social-media-en","tag-ethics","tag-social-media-en","tag-social-media","tag-strategy"],"_links":{"self":[{"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/posts\/149749","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/comments?post=149749"}],"version-history":[{"count":0,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/posts\/149749\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/media\/149697"}],"wp:attachment":[{"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/media?parent=149749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/categories?post=149749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lotsofways.de\/en\/wp-json\/wp\/v2\/tags?post=149749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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It’s sometimes hard to watch the hustle and bustle in the influencer segment.<\/h3>\n
Commission-based work? It would not come in the bag for influencers in the German speaking market<\/h3>\n
Fake Sponsored Posts.<\/h2>