The Voice of the Underdog®
Above: Top YouTuber, Ingrid Nilsen
Social media influencers are giving celebrities a run for their money when it comes to product and brand-endorsement deals. Whether it’s a local foodie Instagramming their meal or a mommy blogger trying out a new product, digital content has become heavily trafficked by these influencers.
For a few hundred dollars, your challenger brand can be promoted to thousands of people within a subculture or hyper-targeted campaign. Influencers can be highly credible to their audiences. See the numbers.
Because there is an exchange of cash, free products, or other incentives for the feature or endorsement, the Federal Trade Commission (FTC) has stepped in to keep things on the up and up.
Take notice, because they are enforcing these laws and advertisers can’t bank on the influencer alone to understand and comply. It’s your challenger brand on the hook, after all. If you’re launching an influencer campaign you need a working knowledge of the rules. Don’t worry! They’re actually pretty simple once the objectives are understood.
The FTC has created a set of endorsement rules and regulations for social media and compiled these rules into a thick handbook about disclosure for brands and their influencers. You can leave that document for the lawyers; we’ve trimmed down the jargon to offer you a simplified version of their guidelines.
Does this apply to me?
How do I do it?
Why does this matter?
The Bottom Line
Insist that influencers are straightforward with a disclosure statement as part of your agreement. It’s the right thing to do for their followers, your customers, and most importantly, it’s the law.
Want to read more? See the FTC’s helpful Q&A.
For more information on challenger brands check out some of our recent blog posts:
Your Challenger Brand Doesn’t Need a Celebrity
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.