Rather than relying on television commercials and glossy print ads in magazines, more and more people are turning to their favorite social media celebrities for inspiration and guidance on the next product to purchase. It’s only natural for people to trust individuals they admire and look up to. As digital influencers build loyal followers that hang on every word of advice they provide, brands want to incorporate their content in an authentic manner. Many companies incorrectly fear that disclosing paid relationships with these tastemakers will be a turnoff to their followers. However, avoiding the disclosure guidelines put in place by the Federal Trade Commission (FTC) is an unnecessary risk when it comes to working with influencers.
Influencer Marketing has become a big enough industry that it is now a necessity to provide proper disclosure. The Guidelines put forth by the FTC “reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading.” Any connection between an endorser and a marketer that a consumer would not expect must be disclosed. Below are some key points to follow to avoid violating the FTC Guidelines in your next influencer marketing campaign:
With the growing popularity of Influencer Marketing, more and more consumers are familiar with how these social media stars earn income from sponsored collaborations. While it was once frowned upon, it is the new normal. “Although there is some evidence that disclosure will lead to lower engagement with branded posts, surveys also show that consumers generally appreciate transparency and honesty from marketers and influencers.”
In addition to building trust from potential new customers, open collaborations can also help build credibility for your brand. Seeing that a prestigious digital influencer is partnering with a company can help elevate that brand in the eyes of their followers. When choosing your influencers, carefully selecting people that naturally fit with your business will help to keep the content authentic for followers even when providing proper disclosure. There is no longer a need to risk fines from the FTC!
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