Spon — Conned: How much is too much?
Have you ever wondered if the content posted by influencers is authentic? Are they always disclosing when they are being paid by a certain brand or is this information hidden from us?
The ongoing debate between authenticity and commerce has divided audiences on social media. We are all becoming accustomed to seeing sponsored content in our news feeds, from standard advertising to sponsored posts or promotions. However, with so many new advertising mediums, even an informed consumer can have trouble identifying which content is sponsored. This begs the question; what level of transparency do we expect from influencers when promoting sponsored content?
Recently, New York influencer and brand partnerships director of Gwyneth Paltrow’s lifestyle brand Goop, Marissa Fuar, was caught in a sticky position between these two concepts.
It all began with her epic six-day-long scavenger hunt culminating in her engagement to banker-boyfriend Gabriel Gossman. From groups of friends joining them in Miami and Paris, to the exorbitant amount of designer gifts, no expense was spared. Unsurprisingly, her highly documented engagement received a lot of attention on Instagram, with followers glued to their phones following the adventure.
However, just hours after Fuar said yes, the romantic love story that had followers enthralled came crashing down when the magazine The Atlantic revealed a secret pitch deck that was allegedly sent to various brands prior to the stunt.
For those feeling confused, a pitch deck is a marketing presentation that details an overview of why an individual may align with a particular company and how a collaboration would benefit that company.
…Yes, you read correctly. The couple allegedly #sponconned (sponsored content where an individual is rewarded with payment for producing social content for a brand) their entire engagement with a detailed pitch entailing the full itinerary with potential slots of branded content offered to those interested. Unsurprisingly, this exposed ‘marketing ploy’ had everyone talking (me included). Was the authenticity of their relationship as depicted on social media undermined by such a heavy commercial hand in the production and content?
Many informed consumers are aware of and can accept that their favourite social media personalities get a sizable chunk of their income from a variety of paid promotions. These monetary contributions come at the cost of their personal privacy and fund their pursuit of a career in social media.
In this case, the misleading portrayal of an occasion as momentous as an engagement proposal raised the eyebrows of once loyal followers. The contradiction of having a strategically well thought out wedding proposal and yet pretending the occasion was spontaneous generated distrust in consumers’ minds. This distrust is a common point of tension and can quickly poison any influencer’s relationship with their followers.
Whilst Fuars followers would be accustomed to seeing featured sponsored advertising as a way for influencers to make a viable career, aggressively monetising as intimate a moment as an engagement took this to a new level of criticism and scrutiny.
As discussed by media and communication professors, influencers are typically placed in a three way relationship between themselves, their community audience and brands. With growing expectations from audiences, there is a necessity for influencers to manage these components such that they remain relatable and trustworthy.
Despite neither Fuar and Gossman disclosing their pre-arranged collaborations with brands prior to their engagement, it was clear that a sizable portion of the extravaganza was paid for. This lack of transparency highlights the increasing pressure for influencers to be honest with their audiences when sacrificing their authenticity for commercial profits. When creators deceive their followers by not disclosing their planned sponsored content, followers feel manipulated and lose trust.
In my opinion, the criticism Fuar and Gossman faced is unfounded as it is her career and whilst there could have been more transparency regarding the sponsorships, there is no inherent injustice of malice.
Moving forward, the importance of authenticity in influencer culture will only continue to grow, particularly in regard to commercial branding. Audiences need to determine what level of transparency they expect from influencers and manage their standards in relation.
