August 8, 2016
Hashtags like #ad and #sp should start popping up on more influencer posts as the word circulates that federal regulations will be applied more stringently to paid online promotions. As the influence of social media grows—brands are currently spending more than $225 million a month just on Instagram—so does the need for the kind of consumer protections common in traditional advertising. The response from one marketer who works on influencer campaigns? "Instagram stars and YouTubers only work with the brands they genuinely love and use," Lauren Kushner of Kettle Creative tells Business of Fashion. The government response: if you're being paid (or you're paying a celebrity), you need to disclose that in online posts, including videos.
Categories: Social Media Program, Trend Watch