Social media marketing is an essential string to any comms professional’s bow in today’s industry landscape. Increasingly, B2B and B2C businesses alike are engaging with influencers as part of their social media marketing strategies, and this means managing influencer relations.

Influencer relations is a relatively new concept, meaning that global regulation is far from aligned. When working across Europe, it is therefore important that communications professionals know how to navigate the variety of legal restrictions they may encounter.

Influencer relations is about more than relationships with influencers

As comms professionals, relationships are our bread and butter. When brands engage with a comms agency for their social media strategy, they expect the agency to have great connections with relevant influencers in their sector.

Relationships are crucial, but they’re only one piece of the overall pie. Looking at this from a traditional media relations perspective, we can see why. Yes, it’s important to have that close connection with a journalist to secure press coverage, but comms professionals also need to be excellent content creators, top-notch organisers, and events management afficionados. We’re constantly wearing different hats – and we must do the same when developing an influencer relations programme.

Influencer marketing has legal implications

When scrolling through Instagram or TikTok, you will likely have noticed your favourite creators adding ‘#ad’ to the captions of their posts. This isn’t just a gesture of transparency, but a legal requirement for anyone creating content online in the UK.

In the UK, influencers are regulated by the Competition and Markets Authority. They have a handy guide which sets out how influencers can promote brands and products online. This helps both companies and influencers alike to comply with consumer protection law. Rules are similar in Germany.

Seems simple, right?

Ensuring compliance across borders is crucial

Influencer relations vary significantly across Europe. For example, in France, social media regulation recently shifted. Previously, influencers were not legally bound to signal product placements in their posts, but this is set to change to a more UK-style approach.

How can brands ensure they have an effective influencer relations strategy across Europe?

• Build a consistent global strategy: Brands should always brief their influencers in line with their global messaging and strategy. Languages and cultures may mean slight variation in outputs, but there should be a common thread through all content.   
• Remain conscious of local nuances: Listen to local experts about what works in-market. A campaign may work beautifully in one country but fall on deaf ears in another.
• Engage with a communications agency: Having visibility over local nuances and regulations in every market is tough. A communications agency with an effective influencer relations arm will stand you in good stead for social media success across Europe.

Thinking of boosting your influencer relations strategy in Europe? Get in touch!