Unilever improves transparency in influencer marketing

Unilever, which markets such famous brands as Magnum, Omo, Luxe and Lifebuoy, wants more transparency in the world of influencer marketing (marketing mentions by celebrities and social-media stars who have many followers and who serve as opinion leaders).

When a major marketing power like Unilever takes a stand, the advertising and social media ecosystems take notice.

Unilever's chief marketing officer says the company's brands will neither buy followers nor have a marketing relationship with influencers who buy followers. The company is also prioritising relationships with digital platforms that promote transparency.

The background: Unilever respects and appreciates the close, organic connection between influencers and their followers. After all, that's why these influencers have an influence on consumers. So Unilever wants brand fans to know it will not be associated with those who buy followers to boost their numbers on social media.

This is the next step in Unilever's initiative to increase trust and integrity in influencer marketing whilst also reducing 'toxic content' online. Read more about Unilever's pledge to improve transparency here.