What we can learn from the #DollyPartonMemeChallenge

2 tips for establishing the perfect Influencer Marketing strategy

It all started with Dolly Parton showing the world that she’s a woman ‘who can do it all’. But does that include being authentic?

Last week, Dolly posted a 4-portrait image of herself showcasing how she is represented through the lens of each social media platform. Inadvertently, this exposes the different faces people wear and perhaps how inauthentic people are on social media. What a person shows on Tinder is certainly not the same as what they would on LinkedIn (career depending).

So how do we know what’s real in the era of social media masking?

To visually depict this dilemma, we teamed up with internet sensation, Harold the Stock Photography Guy (thanks Google). Harold’s put-on, stock photography smile reflects the general theme of social media today. Are people only showing a particular version of themselves to please their respective audiences; as in the case of influencer marketing? Does this stop with social media or does it overflow into real life too?

Hundreds of celebrities have taken part in the #DollyPartonMemeChallenge, confronting their various masks, notably Ellen DeGeneres, with her Hallowe’en outfit as her Tinder profile and Alexander Wang, whose rendition includes supermodels and 4 Tinder profiles. Is Tinder Ellen the true Ellen? We’re not too sure what to make of Alexander’s version.

Does anyone know which of their profiles is most accurate? What was meant as a fun meme has opened the door to a serious underlying issue with today’s social sphere. What’s authentic?

As with people, brands need to be authentic in today’s masked social media landscape. A large part of online marketing is influencer marketing, but online authenticity is being questioned. How do we know which of their faces we are seeing?

Here are 2 tips to help navigate the influencer marketing landscape for an authentic digital marketing strategy:

Tip #1: Run a thorough vetting on said influencer’s channels to verify their following – an experienced publicist will know how to spot the fake followers.

Tip #2: Complete a vetting of the influencer’s content and engage in a face-to-face interview to determine whether they truly represent the content they are curating. Our media desk goes as far as setting up multiple face-to-face meetings to ensure that they are adequately verified. Once we can firmly vouch for their following and authenticity, will we work with them on an appropriate campaign. An influencer should “live” the brand that they’re going to represent.

At Brand Cartel, we deploy tailored brand strategy that represents a brand through all mediums; even when it comes to influencer marketing as they can often misrepresent a brand.

The Brand Cartel can ‘do it all’… and more.
Contact us today.