Behringer publicly shares its marketing policies and may offer “free” gear to individuals as compensation for their time.
In the last few days, there has been a lot of discussion about the Behringer Loopop topic. It’s about that Behringer has publicly accused Loopop of not doing reviews of their products because they don’t send him free gear. Loopop then issued a statement that these statements were a lie. But this was blocked on FB by Behringer’s social media team.
Many Synth YouTubers then backed Loopop’s statement. Today, the topic, or as some say the “drama” continues with a Behringer post where they shared their marketing guidelines/policies with their community on Facebook, including how they manage free gear.
Behringer Free Gear
In this post, Behringer says:
Why we don’t “pay to play”
We understand that our social media administrators may not always get it right, as they may not be aware of the complete history or the changing nature of people and situations. However, we have implemented clear marketing policies to avoid any conflicts of interest:
- We do not pay for reviews from media or influencers. If they choose not to support us for any reason, we are perfectly fine with it.
- We do not engage in paid advertisements.
- We have stopped providing free gear to influencers.
- We may offer “free” equipment to individuals who actively contribute to the design, testing, or create performances and tutorials as compensation for their time.
We firmly believe that our customers are fully capable of evaluating the equipment themselves and making informed decisions. Our primary goal is to pass on the savings directly to them.
If this means we lose sales because the media and influencers don’t support us, we don’t care. Our only concern is ensuring the integrity and authenticity of our products and maintaining transparency with our customers.
We understand that not everyone likes us because we are disrupting the market, but nothing will stop us from delivering utmost value to our customers. That’s what we stand for, and this will never change.
Free Gear To Influencers VS Free For Individuals
Points 3 and 4 are interesting. Here Behringer says that they don’t send free gear to “influencers”. However, they may offer “free” equipment to individuals who actively contribute to the design, testing, or create performances and tutorials as compensation for their time.
Okay design and beta testing I can understand that you need free gear for that. But what is the difference between an influencer and an individual who does tutorials or performances?
Both are individuals, and both are human beings, making video content that consists of tutorials and performances. Both want clicks on their videos and need clicks. Otherwise, why send out free gear to a tuber when no one is looking at the content? You have to keep in mind that content on a “non-influencer” 1k+ sub-channel also earns money with it and can influence you to buy the stuff.
The definition says: “a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media”. Yes, even a tiny channel can do that. I can understand if it’s published internally on the B channel but if it’s external, it’s a different thing.
Behringer VS Competition
Since the Swing release, we know that Behringer has very own principles of competition. In a new comment, the topic opens up again here. A user named Jake says: “I do also wonder how many are paid by your competition to publicly hate you”. The social media team did not leave this uncommented and writes: “you draw your own conclusion”.
Is Behringer spreading the conspiracy here that other companies are paying people so influencers, media… to talk bad about them?