Working with social media influencers has a number of benefits for aesthetic practitioners. A successful partnership can introduce both sides to new audiences and increase both online engagement and real life enquiries. However, connecting with an influencer needs to be conducted with care, adhering to the Code of Non-broadcast Advertising, which is set by the Committee of Advertising Practice (CAP) and enforced by the UK’s advertising and communication regulator, the Advertising Standards Authority (ASA). In this article, I outline how to work ethically with influencers, and the many benefits this has brought my business.
What makes a social media user an influencer? According to the ASA, anyone with a captive audience, regardless of the number of followers, is deemed influential. This can be measured by engagement levels. The average engagement rate on Instagram, for example, is 0.98%…
