Product placement vs. product endorsement
If you’re a member of the Vamp Collective you’ve probably heard us talking lots about promoting other brands authentically in your feed through the style of product placement rather than product endorsement. Here we give you the run down defining what product placement is and how it applies to social channels like Instagram.
Product placement is a form of advertising that involves creating a scene in which the product features naturally and authentically. Product placement on a creative social media channel like Instagram gives you, the content creators, the power to feature the product in any creative and authentic way that you choose.
Product endorsement is loud glaring advertising overly promoting the purchase of a product. Vamp promotes product placement as it engages people in a much more effective way and is seen as more trustworthy. By subtly including a product in your image it allows your followers to see how you use the product in a real and authentic manner. For example if you are a serious coffee lover and regular drink Toby’s Estate below are two ways that you could communicate this, one is product placement the other endorsement.
I love Toby’s estate coffee, make sure you head out and get some today! @tobysestate #tobyswinterwarmer
Brrrrrrr it’s cold in Melbourne today, headed off to work and grabbed my favourite coffee to keep me warm! @tobysestate #tobyswinterwarmer
For digital influencers there are two levels to your effectiveness as product placement advertisers – both in your creative aesthetic as a whole and also specifically in the individual choices you make:
- Overall: Your personal aesthetic and brand identity
Your knowledge in your own field (i.e. beauty, foodie, etc) gives you credibility as a source of truth when your followers want to make purchasing decisions. This places you in a prime position to feature other brands authentically in your Instagram, as you already do outside of the social media world when you decide which car you want to buy, which handbag you’ll take to work and which services you choose to use. The key here is that these are authentic so if your feed is completely beauty based you wouldn’t post an image of a bicycle and start talking about your favourite brand as this is not what your followers know you for and would seem inauthentic. This doesn’t mean that you can never talk about your other passions more, just that you need to think about how you can start introducing them, if this is the right account to do so and perhaps even how you can start gaining followers who may be also interested in these things.
Using social media to share your interests allows you to amplify your already trusting, engaged immediate audience (your friends, colleagues, neighbours and family) to a national and international level. Think of your followers as your extended network of friends and invest time in looking out for them and being generous in sharing yourself with them – the tighter knit you are with them, the stronger their ties to you will be.
Think of your followers as your extended network of friends and invest time in looking out for them and being generous in sharing yourself with them – the tighter knit you are with them, the stronger their ties to you will be.
2. Individual Photos: Your creative choices and technical abilities
When planning your Instagram post it is all the subtle choices you make creatively in the concept and technically such as editing that make the post engaging to your audience.
Your understanding of your audience, and how you have engaged them with your personal brand, will help to influence the props you decide to feature, the narrative you are telling and the copy you write in your caption, etc. When including a product you would like to promote take all of these into consideration to make sure you continue to produce content that is your own authentic style. This is why Vamp never dictates the way you shoot a product for our campaign; we may pass on suggestions and considerations but we will never specify how to shoot it as that is greatly inauthentic and you know better than anyone what works best for your feed.