The 23o5l
Kana kare zvaive zvakajairika kuona vatambi nevatambi, vaimbi, pakati pevamwe vane mukurumbira werudzi urwu mukushambadzira mumapepanhau, magazini neterevhizheni, nhasi mamiriro ezvinhu aya ashanduka zvakanyanya, uye chatinoona zvakanyanya ikushambadzira digital influencers, vanhu vakamira pachena uye vakave nemukurumbira painternet nekuda kwekufambira mberi kwehunyanzvi uye kusikwa kwemasocial network akasiyana. l18j
Uyu ndiwo mumwe wemisiyano mikuru pakati pevapesvedzera nevakakurumbira: nepo yekutanga yakazozivikanwa pamapuratifomu edhijitari, senge. vanyora, YouTube (wakambonzwa nezveYouTubers?), Instagram, Twitter uye zvakare TikTok, vanhu vane mukurumbira vanowanzozivikanwa nezviito zvine chekuita nehunyanzvi uye varaidzo. Nekudaro, kana zvasvika pakupesvedzera kushambadzira uye kutengesa kune vatengi kuburikidza nedhijitari chiteshi, ese ari maviri anogona kubudirira (asi izvi zvinoda kudzidza kwakanaka kwevanotarirwa vateereri, kubatikana, kusvika, pakati pezvimwe zvinhu).
Nekudaro, sevanhu vanozivikanwa, kuve mupesvedzeri wedhijitari kwave kurota (uye dzimwe nguva zvakare jee) pakati pevanhu vazhinji: kuzivikanwa pane imwe puratifomu, kuve mupesvedzeri uye kurarama. public, sekushambadza kwemukati (kunobhadharwa nemhando kana kambani) yakagovaniswa pamanetiweki inonzi.
Zvisinei, vanhu vakawanda havazivi kuti zviripo National Advertising Self-Regulation Council (CONAR), ine basa rekutarisa maitiro echero nhepfenyuro yekushambadzira muBrazil uye kuti zvinokwanisika kukwidza zvichemo kana uchitenda kuti zvirimo hazviteveri mitemo yakadzikwa - yeuka Vhidhiyo yaBettina? Zvakataurwa muna PROCON e CONAR - uye izvi zvinoshandawo pakushambadza nevanofurira.
Chii chinofurira 6j6cj
Zvakanaka, ikozvino iwe unoziva kuti madhijitari anopesvedzera vanhu vakabudirira uye vakamira kunze kuburikidza neimwe kana kupfuura zviteshi zvepa internet. Sezvinoratidzwa nezita racho, vanopesvedzera vateereri vavo zvinoenderana nenzvimbo yavo - uye mikana yacho haiperi: kune vanofurira murunako, fashoni, kurima gadheni, bhizinesi, mari, kugara zvakanaka, kusimba, gastronomy, komedhi, pakati pevamwe.
Pamusoro peiyo niches dzakasiyana, madhijitari anopesvedzera anogona zvakare kupatsanurwa zvichienderana nehuwandu hwevateveri uye nekusvika kwavo kugona, ndiko kuti, nhamba yevanhu vavanokwanisa kusvika nezvavanotumira. Kubva padiki kusvika pakukura tine:
- Nano-influencers: ndeavo vane zviuru gumi zvevateveri uye vangave kana vasina ruzivo mukudyidzana nemhando. Pasinei nenhamba diki, ivo vanowanzove nekubatana kwakanaka uye vanovimbwa neveruzhinji.
- Micro-influencers: avo vane pakati pe10 zviuru ne100 zviuru vateveri uye vanowanzova nyanzvi mune mimwe misoro kana chikamu chavanoshanda mairi. Ivo vane hukuru hwekusvika kupfuura nanos uye vanochaja zvishoma pane mamwe mapoka evapesvedzera.
- Macro-influencers: vane pakati pe100 zviuru uye 1 mamiriyoni evateveri, saka vane ruzivo rwakakura kupfuura mamwe mapoka maviri akaratidzwa kusvika ikozvino, asi anodhura.
- Mega-influencers: vane vanosvika miriyoni vateveri - ndiko kuti, mukana mukuru wekusvika uye chizvarwa che zvinoisa yemhando, asi nekudaro iwo ndiwo anodhura zvakanyanya.
Nekugadzira zvakasarudzika zvemukati, kubva kumatipi kusvika kuongororo yechigadzirwa, zvinokanganisa maitiro evateveri uye sarudzo dzekutenga. Apa ndipo chaipo panouya nyaya yekushambadza nevanofurira: mhando dzinobhadhara kuti munhu uyu ataure (zvakanaka) pane zvigadzirwa kana masevhisi uye veruzhinji, vachiona zvakataurwa uye mhinduro yakanaka, vanogona kupedzisira vafurirwa kutenga. Iyi nzira inozivikanwa zvakare se influencer marketing.
Chii chinonzi CONAR 29d31
O CONAR isangano risiri rehurumende rakagadzirwa mukupera kwema1970, uye zvinangwa zvaro zvikuru ndezvekudzivirira kushambadza kunotsausa kana kushungurudza kubva pakukonzera kunyadziswa kwevatengi kana makambani uye, panguva imwe chete, kudzivirira rusununguko rwekutaura kwekutengeserana. Sezvo chinangwa chayo chisiri chekusimudzira censorship, sangano harina mari, kuraira kuti zvinhu zvichinjane kana kudzosera mari kumutengi - chinotarisisa, chokwadi, tsika mukushambadzira. Maererano ne CONAR, mirairo yekutanga ndeiyi:
- Kushambadza kwese kunofanirwa kuve kwechokwadi uye kwechokwadi uye kuremekedza mitemo yenyika;
- Inofanira kugadzirirwa nemafungiro akakodzera ehutano hwemagariro evanhu, kudzivisa kuwedzera kusiyanisa kwevanhu;
- Basa rekugadzira cheni kune mutengi rinofanira kuverengerwa;
- Inofanira kuremekedza musimboti wemakwikwi akanaka;
- Inofanirwa kuremekedza chiitiko chekushambadzira uye kwete kukanganisa kuvimba neveruzhinji mumasevhisi anopihwa nekushambadzira.
Vatengi, vanobatana uye zviremera vanogona kuzivisa kushambadza kune CONAR, iyo inogadzirawo zvichemo zvayo painoona zvakakodzera. Sangano rine Ethics Council, kekupedzisira iine basa rekutarisa, kutonga uye kuronga maererano kupomerwa kutyora kana kusateerera vachipesana neMutemo. Sangano rinoumbwa nevanozvipira vanozvipira vanosvika 180 vanoshanda mumusika wekushambadza pachawo, pakati pevamwe vamiririri vemasangano ehurumende vane ruzivo nezvekushandisa (zvakadai semagweta, vatori venhau, pakati pevamwe).
Kana yatambira zvichemo, Kanzuru inogadzira nzira dzekutarisa kuti chichemo ichi chinoenderana neicho uye, kana zvichidikanwa, tora matanho akadai se: kukurudzira shanduko kune izvo zvinhu kuti varemekedze Brazilian Advertising Self-Regulation Code, dzinokurudzira kuyananiswa kunosanganisira nhengo, uye kukumbira kumiswa kwekushambadza nemirayiro inoyambira vezvenhau kuti vanofanira kubvisa chidimbu kubva mukutenderera. Sekureva kweCONAR, sangano iri harina kumbobvira, mumakore makumi mana nemaviri ekuita, riine kurudziro isingaremekedzwe.
Ndeapi marudzi ezviito anoitwa nedhijitari influencers? 1j4y6f
Vese vanopesvedzera madhijitari vanogadzira uye vanogovanisa zvirimo pamadhijitari network, asi mafomati uye masitayipi anogona kusiyana zvakanyanya, kunyanya kana zvasvika pakudyidzana kana kushambadza nemakambani. Pakupera kwa2020, iyo CONAR yakatanga iyo Advertising Guide yeDhijitari Influencers, iyo inopa nhungamiro yekushandisa mitemo yeBrazilian Advertising Self-Regulation Code kune zvakagadzirwa uye zvakagovaniswa nevanopesvedzera madhijitari mukudyidzana kunobhadharwa nemakambani nemhando.
O Advertising Guide inorongedza zviito zvinoitwa nedhijitari influencers mumhando nhatu dzakasiyana: propaganda, message activated, uye zvakagadzirwa vasina hukama nemushambadziri kana sangano. Mukuwedzera, zvinyorwa zvinopawo mazano emashoko kana hashtags iyo inogona kana kusashandiswa muchiitiko chega chega kuratidza kuti chinyorwa chiri mubvunzo chinowira pasi pechipi. Mune ose, Bhuku Rekushambadza harikurudziri kuti mazwi ekunze ashandiswe, senge kushambadza ("propaganda" mushanduro yemahara), sezvo vasingakwanise kusvika kune vese vateereri pamasocial network.
O CONAR Inotaridzawo pekuisa chiratidzo chekuti zvirimo zviri kushambadza. Mumifananidzo, inofanira kunge iri mumufananidzo pachayo (nenzira inonzwisisika) kana mumashoko anofambidzana nawo, mumashoko ekutanga - kana ma hashtag akashandiswa, anofanira kusimbiswa kubva kune mamwe anoshandiswa mukudhindwa.
Panyaya yemavhidhiyo, inofanirwa kunge iri muvhidhiyo (pakutanga chaipo kana panguva yekusimbiswa kwakanyanya nedhijitari inopesvedzera) kana mune tsananguro iri pazasi pevhidhiyo, zvakare nenzira inonzwisisika uye yakasimbiswa kubva kune imwe. ruzivo rwakapihwa. Munhepfenyuro dzepamoyo, kushambadza kunofanirwa kusaina nemavara kana odhiyo uye kudzokororwa nguva nenguva kune vateereri (sezvo vateereri vachisiyana panguva yese yekutepfenyura).
Propaganda 6772w
CONAR inoronga se propaganda:
- Kuburitswa kwechigadzirwa, sevhisi, chikonzero kana chimwe chiratidzo chakabatana navo;
- Muripo kana hukama hwekutengeserana, kunyangwe isiri yemari, nemushambadzi kana agency;
- Kupindira kwavo pamusoro pezviri mumeseji.
Muzviitiko zvese izvi, iyo Advertising Guide inojekesa kuti madhijitari anofurira anofanirwa kuona zvirimo sekushambadzira. Mimwe mienzaniso yekusaina iri kuburikidza nemashoko (anogona kuva hashtags) se"kuzivikanwa","rakabudiswa"Uye"Publipost“. Vagadziri vezvemukati vanofanirwa kungwarira zvakanyanya kana vateereri vakanangwa vachisanganisira vana nevechiri kuyaruka, vachikwevera zvakanyanya kutarisisa kune chokwadi chekuti positi ishambadziro.
Message activated 1j196i
The message activated Apa ndipo apo madhijitari anopesvedzera anoita mareferensi kune zvigadzirwa, masevhisi, zvikonzero kana zvimwe zviratidzo zvine hukama nazvo, zvichibva pakubatana kana kubatsirwa pasina mubairo kana kutonga kwekunyora. Mienzaniso inosanganisira "yakagamuchirwa" (zvigadzirwa zvakagamuchirwa mahara), ndinokutendai zvinyorwa, pamwe nenzendo, pekugara, kukoka, zviitiko, pakati pezvimwe.
Muzviitiko zvakadaro, the CONAR anonzwisisa kuti pakanga pasina kushambadza chaiko, asi achiri kuona zvakakodzera kutaura hukama hwakapa kutaurwa. Uyezve, sweepstakes, kugoverwa kwezvipo kana mabhenefiti kuburikidza nezviito zvekusimudzira, makwikwi, matambudziko uye mamwe marudzi anokurudzira kubatanidzwa neruzhinji anofanirwa kutevedzera mirairo yekugovera mahara kwemibairo, vachiona zviri pamutemo chiitiko. Chinyorwa chinoratidza kushandiswa kwemazwi (anogona zvakare kuva hashtags) senge "akagamuchira" "Promo" kana kuti "ndatenda brand".
Generated content vasina hukama nemushambadziri kana sangano 6e611m
Semutemo, kutaurwa kwezvigadzirwa, masevhisi, mhando, zvinokonzeresa uye/kana hunhu nevanopesvedzera madhijitari, kana zvaitwa zvega pasina kufambidzana nemushambadzi uye/kana agency, hazvionekwe sekushambadzira. Nekudaro, kana iyo kambani kana brand ikagovera meseji pazviteshi zvayo zvepamutemo, zvirimo zvitsva zvinoonekwa sekushambadzira muzvisikwa uye zviri pasi pekutevedzwa kwemitemo inoshanda.
Maitiro ekuzivisa chiziviso kuCONAR 635161
Kushambadzira nevapesvedzera, sevamwe vese, kunogona kutaurwa nezvako CONAR nemunhu chero upi zvake kana kushambadza kwacho kuchityora bumbiro retsika rataurwa nesangano. Iyo nzira iri nyore:
- Vhura webhusaiti yeCONAR uye tinya pakanzi "Tumira chichemo chako nezvekushambadzira" kumusoro kwepeji;
- Zadza fomu nedata rako pachako uye ruzivo rwune chekuita nekushambadzira. Sangano rinokurudzira kuti vanhu vape maximum details zvinokwanisika kutsigira chichemo chako.
Kunyangwe uchikumbira data rako pachako, senge zita uye ID, ruzivo urwu haruna kugovaniswa nezvinangwa zvekunyunyuta.
Onawo: 4x1ln
Zvino zvaunoziva kuti dijitori inopesvedzera chii uye chii chinogona kana chisingaitwe mukudyidzana nemabhureki, zvinotoita kuti iwe ude kutanga kugadzira zvemukati painternet nguva dzose, handiti? Zvakanaka, takati ishuviro yevanhu vazhinji kurarama kubva #publis. Kuti utore nhanho inotevera uye kubuda seanofurira, tarisa zvaunofanira kuita tanga kurekodha mavhidhiyo zvakanyanya kune network yako.
Kunobva: CONAR, Depositphotos
