That Instagram has become a real one virtual showcase, through which companies can come into direct contact with customers, is now a known story.
The point is that there are still too many companies that do not understand the value of a presence on this platform, devoting little importance to it and relying on intuition and fashion rather than on a scheduled management.
Instagram bases its identity predominantly on images and videos capable of attracting the attention of the beholder. But the process of acquiring a customer is not based simply on presence: being there is not enough, companies must be clear about their own company mission and, consequently, the reasons that prompted the entry into the platform.
Today's focus is on B2C companies, or to those companies that sell their products or services directly to the end customer.
Social customers today are much more prepared and less inclined to be involved than they did years ago, but above all they have a much more in-depth knowledge of social media that allows them to recognize good content and therefore to trust or not any company that offers its products.
First of all, therefore, companies must define the goals of your presence: Increase Sales? Increase awareness? Working on engagement?
Once the objective has been defined, it is appropriate to establish the strategy more suitable through which to pursue it. This also means studying your target customers in depth, understanding what they want and what they expect and working towards the objectives accordingly.
But the aspect on which it is essential to focus attention is the credibility: not only through the sharing of one's ideals and the use of a correct tone of voice, of which we have already spoken extensively, but also that which is built up over the course of the various collaborations and that likewise affects the corporate vision externally.
The credibility we are talking about is a consequence of transparency, an objective that would be desirable to be considered by all companies but which is still too often underestimated.
In the case of collaborations carried out on Instagram, it is appropriate to remember some legal initiatives.
The Antitrust Authority has moved in order to supervise the respect for healthy and fair competition between companies and an adequate one consumer protection. There is also talk of a healthy and respectful market in Consumer Code (Legislative Decree No. 206/2005, recently amended in 2016) and in Advertising code, in all its forms. In particular, the Part II of the Code (Articles 4 to 31) is dedicated to "Education, information and advertising", focusing on the commercial messages to which consumers are addressed and the effects they produce in terms of purchases.
A brief summary is necessary to make the speech more fluid: it is neither useful nor legal to do hidden advertising through social media. It is always necessary to "tag" the type of collaboration being carried out using the appropriate hashtags: #adv, #suppliedby, #giftedby and others.
This is not only the law, but also the best strategy for recording actual results through social media.
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Source: https://www.matteopogliani.it/regolamentazione-influencer-marketing/
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