Buy now, pay later FinTech Klarna’s Influencer Council has released its Influencer Marketing Whitepaper.
In Brief:
The whitepaper will act as a guide for influencers and brands when it comes to online advertising.
Klarna established its Influencer Council in March.
It includes brands, influencers, psychotherapists, policy members and the Committee of Advertising Practice (CAP).
What does this mean?
The Influencer Council was established amid concerns by many parts of the industry and media that financial products such as buy now, pay later were not being advertised responsibly, especially when social media influencers were involved. Klarna founded the council based on research which revealed just 27% of UK consumers understood the use of “advertising hashtags” – which were brought in to make it clear when an influencer’s social media post was an advert, as opposed to just their opinion.
The whitepaper comes with a toolkit which includes branded stickers, Instagram story templates and badges to “clearly illustrate the nature of the post” - for example if something is an advert, or if an item has been gifted to an influencer and not bought by themselves.
