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Also: Brand managers could face criticism with influencer choices, Cottonelle’s social media contest goes to the dogs, and how Slack is taking over PR pros’ lives.
Good morning, PR pros:
Representation matters to consumers—and that includes your influencer marketing campaign.
In a recent CNBC piece, writer Megan Graham outlines the dangers organizations face by refusing to find a diverse set of influencers to represent their brand.
She writes that there is a “larger trend of big and small brands being called out on social media—especially Instagram—for not considering diversity in its picks of influencers, especially on the ‘influencer trips’ that take groups of individuals on vacations to hawk their wares on a far-flung beach or to pose around a campsite wearing their clothes.”
She says the trend is on the rise.
And that kind of content may soon be more visible than ever, as Facebook-owned Instagram rolls out a change letting advertisers promote posts from influencers. This widens the reach of those “branded” posts beyond just an influencer’s own following.
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