{"id":14755,"date":"2020-02-03T16:38:23","date_gmt":"2020-02-03T15:38:23","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=14755"},"modified":"2023-03-21T16:29:25","modified_gmt":"2023-03-21T16:29:25","slug":"influencers-y-marcas","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/influencers-y-marcas\/","title":{"rendered":"Influencers y marcas"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14755\" class=\"elementor elementor-14755 elementor-2300\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cd693ec elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"cd693ec\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ab553d\" data-id=\"7ab553d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8fb1307 elementor-widget elementor-widget-text-editor\" data-id=\"8fb1307\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tHoy en d\u00eda, cualquier estrategia de marketing que se precie lleva incorporadas campa\u00f1as de marketing con influencers para conectar con su p\u00fablico objetivo. Esta eficaz pr\u00e1ctica marketinera se ha extendido como la espuma y ya no nos sorprende ver c\u00f3mo los influencers se convierten en perfectos embajadores de marcas y productos, consiguiendo miles de interacciones con sus seguidores.\n<h6><span style=\"font-size: 16px;\">Sin embargo, <strong>contar con el benepl\u00e1cito de los usuarios no significa que todo valga<\/strong>.<\/span><\/h6>\nEn muchas ocasiones, la falta de transparencia sobre los contenidos y la colaboraci\u00f3n con las marcas siembra la duda \u00e9tica. Y decimos \u00e9tica porque en realidad no hay un marco jur\u00eddico espec\u00edfico que regularice esta pr\u00e1ctica. Si bien la Ley General de la Publicidad establece que la publicidad en redes sociales deber\u00eda seguir las mismas normas que en el resto de los medios, la relativa a los influencers no est\u00e1 recogida de manera expresa. De este modo, encontramos constantemente casos en los que el seguidor no tiene forma de saber si la opini\u00f3n del influencer sobre un producto o servicio es voluntaria, libre y objetiva o hay detr\u00e1s una contraprestaci\u00f3n econ\u00f3mica con fines comerciales que le obligan a verterla. Esto es, la <strong>publicidad encubierta de toda la vida.<\/strong>\n\nAnte esta suerte de limbo o vac\u00edo legal, <a href=\"https:\/\/lapublicidad.net\/autocontrol-sentencia-por-primera-vez-el-contenido-de-una-influencer-por-publicidad-encubierta\/\"><strong>Autocontrol ha empezado a pronunciarse<\/strong><\/a>. Recientemente hemos conocido que el Jurado de la Publicidad de Autocontrol ha llamado la atenci\u00f3n a una influencer espa\u00f1ola por omitir el prop\u00f3sito comercial de uno de sus posts en Instagram. En este caso, no se ha producido ninguna sanci\u00f3n, pero s\u00ed representa un toque de atenci\u00f3n para estos.\n\nEn otros pa\u00edses como Reino Unido, por ejemplo, hay establecido un c\u00f3digo de buenas de pr\u00e1cticas que obliga a los influencers a incluir las etiquetas #ad o #sponsored al inicio de las publicaciones (si han recibido cualquier tipo de contraprestaci\u00f3n), o #freebie (si es un obsequio de la marca o empresa), as\u00ed como a incorporar en su biograf\u00eda las marcas con las que colabora. En Alemania, por su parte, esta praxis est\u00e1 m\u00e1s perseguida y termina m\u00e1s a menudo en los tribunales, lo que provoca que muchos influencers se curen en salud y etiqueten sus publicaciones directamente como publicidad no pagada.\n\nPara las marcas, las posibilidades que ofrece el marketing de influencers son incuestionables. Pero, como todo, es un recurso que debemos proteger para que no pierda su frescura, eficacia y naturalidad. En redes sociales, donde las marcas est\u00e1n totalmente expuestas y son los usuarios quienes deciden de lo que se habla y de lo que no, <strong>tratar de ocultar algo es una irresponsabilidad<\/strong>. Al fin y al cabo, entre el amor y el odio solo hay un paso, y un seguidor que se sienta enga\u00f1ado puede ser el origen de una crisis reputacional.\n\n<strong>Nadia Segura<\/strong>\nDirectora de Cuentas Torres y Carrera\n<a href=\"https:\/\/twitter.com\/nadiasegurab?lang=en\">@NadiaSeguraB<\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Hoy en d\u00eda, cualquier estrategia de marketing que se precie lleva incorporadas campa\u00f1as de marketing con influencers para conectar con su p\u00fablico objetivo. Esta eficaz pr\u00e1ctica marketinera se ha extendido como la espuma y ya no nos sorprende ver c\u00f3mo los influencers se convierten en perfectos embajadores de marcas y productos, consiguiendo miles de interacciones [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11100,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368],"tags":[],"class_list":["post-14755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencers y marcas - Torres y Carrera<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/torresycarrera.com\/en\/influencers-y-marcas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencers y marcas - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"Hoy en d\u00eda, cualquier estrategia de marketing que se precie lleva incorporadas campa\u00f1as de marketing con influencers para conectar con su p\u00fablico objetivo. 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