Brands should ensure their influencers include disclosures in the sponsored social media posts​

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 05, 2020, 6:31 PM UTC

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This piece suggests brands should make sure that their influencers comply with the FTC guidelines in their sponsored social media posts. Influencers must “disclose their relationship” with the partner company in the posts to help audience understand the nature of their relationship.

On video platforms like YouTube, influencers must include the disclosure in the video as well as its description. During live streaming, influencers can repeat their disclosures after every few minutes throughout the video.

Disclosures should be visible without the need for viewers to expand the description or caption, irrespective of their platforms or devices. The author further recommends influencers should avoid using hashtags like #SPON to denote “sponsored” to avoid confusion as it does not clearly imply the correct message.

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