Social media outlets have recently come under the microscope for not imposing enough regulation around the spreading of political misinformation on their apps. In the wake of the US mid-term elections, video platform Tiktok has been clamping down on influencers from sharing paid content in an attempt to limit fake or misleading stories and violations of its policies.

Whether it’s posting reviews on goods and services providing exaggerated information or giving out dangerous advice despite lacking expertise in these areas, influencers have been accused of spreading misinformation in more ways than one. In fact, more than half (55 per cent) of Instagram influencers were involved in some form of social media fraud and fakery in 2020 according to a study by Hypeditor. With the role of social media influencers expanding at an unprecedented rate, and considering the large audience who are exposed to their promotions, it is essential that businesses begin to prioritise the authenticity of those who represent their brand.

For this reason, The Room aim to offer a solution to restore trust in this fragmented relationship by providing a marketplace which connects those with a profile to brands offering products and services they genuinely love. After registering with the platform, brands then create a brief with a reward attached – this could be in the form of a product or an experience, which is then advertised to the thousands of influencers who are also signed up to The Room. From a choice of over 4,000 opportunities, influencers can then contact the relevant brand and offer to share the product or experience on social media, simply in return for receiving it. This is an exchange free of transactional fees, meaning influencers only post the things they are actually interested in using and the subsequent content they post is more genuine.

Alex Payne, co-founder of The Room, comments:

“If social media was an organic playground at the start – the place we occupied to be informed, challenged, amused and entertained – brands spotting the opportunity turned it into an advertising channel, awash with #ads and #spons. Audiences have lost interest, faith and belief in over-commercialised feeds.

“But truth and authenticity are more valuable than they ever have been, whether that is news, politics, advertising or influencer marketing. Trust is now a non-negotiable, and for brands to be chosen by influential people and to be spoken about purely out of love, need or interest is the holy grail.”

About The Room:
The Room is a value exchange marketplace in which brands swap products or experiences for exposure from influential people. The platform is a space where brands and their influencer advocates exchange passion, not money. Brands offer their products and experiences to advocates – not influencers. In return, these people create engaging brand content that resonates with their audience, as opposed to the previous norm of disingenuous content.

Founded in London in 2017, The Room is joint venture between Sky Sports host Alex Payne and marketing executive Tanya Hamilton-Smith. Having spent their careers understanding the power of fandom, Alex as the face of English rugby broadcasting and Tanya as a leading figure for brands such as JWT and BBDO, they have developed a powerful proposition to bring together the worlds of Brands and Influence to unlock brand love. Today brands are having to buy influence, and influencers are having to sell themselves. This exchange is creating an unrewarding experience for both parties, which is neither truthful nor trustworthy.