- Nível B1
- Interpretação de texto
- publicidade oculta nas redes sociais
- artigo de divulgacao cientifica
- PUC Minas
- 2024
PUC Minas 2024 — Campanhas com influenciadores: qual é a ideia central do texto
READ THE FOLLOWING TEXT AND CHOOSE THE OPTION WHICH BEST COMPLETES EACH QUESTION ACCORDING TO THE TEXT:
Brand-backed influencer campaigns can be hard to spot. Nearly three-quarters of Generation Z (people born between 1996 and 2010) follow at least one influencer on social media platforms and 44% buy things based on influencers’ recommendations. This age group is estimated to include as much as 30% of the global population, so marketers sit up and take notice when influencers become popular among this age group. Having a popular influencer talk about your product on social media can make your brand go viral. Companies understand this and many are prepared to readjust their marketing plans to collaborate with influencers to boost brand awareness and sales. But it’s reasonable to be suspicious of such collaborations. Some research shows 45% of marketers want to control the content and aesthetics of this type of influencer post. However, part of the appeal of an influencer is that they are supposed to be a real-life person trying out a product and giving their natural reaction. So followers typically expect influencers to provide genuine information rather than to succumb to the control of a brand. Obvious promotion of unrealistic or unsustainable lifestyles, or the misrepresentation of facts by influencers, could result in a flood of unfollows. Our research shows Gen Z consumers are more intolerant towards influencer campaigns perceived to be explicitly marketer-controlled versus more natural recommendations by social media personalities. And people are more likely to “punish” social media influencers with larger follower numbers for sharing biased and fake campaigns, according to it. Companies sponsoring the campaigns are not protected from the fury of the followers either. We found that brands seen to be sponsoring these campaigns can suffer as a result. Of course, some posts are clearly marked as ads for a brand. Some influencers will even sign up to be an official spokesperson for a brand, but it’s not always very clear that an influencer is a front for a corporate campaign. The UK Advertising Standards Agency (ASA) provides guidance for influencers, but its research shows social media users still struggle to tell advertising content apart from non-advertising content on social media. To keep their followers happy and engaged, influencers need to remain real and give their unbiased opinions. They should always make it clear when they are partnering for a campaign or risk losing followers – not to mention customers for the brand. Voluntarily disclosing partnerships could even help build brand credibility. Followers trust these influencers and engage with them, and this trust should be protected.
(From: https://theconversation.com. Access: 09/18/2023. Adapted.)
Fonte: The Conversation, 2023-09-18.
What is the main idea of the text?
- A) Brands seen to be sponsoring campaigns recognized as marketer-controlled may suffer some retaliation.
- B) Fake campaigns tend to be particularly profitable when there are more specific recommendations from influencers.
- C) Gen Z consumers are usually more prejudiced towards more natural recommendations by social media personalities.
- D) Influencer campaigns clearly recognized as marketer-controlled make Gen Z consumers extremely receptive.