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I want to talk more about these “gifted campaigns” for a second because we really need to think about this from an ethical standpoint when it comes to who is getting paid and who isn’t.
First of all, the reason I said there is no such thing as a “gifted campaign” is because there is literally no other instance in a marketing campaign where people aren’t being paid to work on it. Somehow that always falls onto the shoulders of the influencer/content creator.
A marketing campaign requires a budget for all areas of that campaign. Point blank, period. You’re getting paid to send me an email to work for free? Not on my watch.
I’m meant to accept a simple lipstick or a dress in exchange for an IG photo, right? What’s it to me - it’s just a photo! Then all of a sudden I’m seeing myself in an IG/FB sponsored post.
Now here I am in your email marketing. And now, I’m on your website with a little testimonial! You’ve put me on your grid with that little shop button! Am I seeing a dime of that? Nope.
“Payment in kind” despite being LEGAL under the CAP code doesn’t make it RIGHT. Like many laws, just because it EXISTS, doesn’t make it JUST and FAIR.
On top of that, I know that social media and the Internet often lacks nuance in this area but just hear me out - it’s the black and brown influencers who are being disproportionately asked to work for product instead of payment.
It’s the LGBTQ+ content creators, it’s the Muslim creators, all under the guise of brands wanting to look inclusive. When more often than not it’s cis-het white people who again, ARE BEING PAID A WAGE, asking them to do this work.
Again, I know it’s easy for all of us to rag on influencers - I do it too, all the time. I’m not saying we’re martyrs, but these requests have GOT to stop, especially in the middle of a recession. It is unprofessional and incredibly insulting.
