You’ve no doubt heard about the Trump administration’s recent questioning of the Net Neutrality laws. If not, here’s the 30-second breakdown: the Obama administration put rules in place to prevent service providers (think companies like AT&T and Verizon) from playing traffic cop with the internet. This means that they have to give every website an equal playing field. So it is just as easy and quick for you to access the beautiful site of Vincent Carabeo as it is for you to access Amazon. The current FCC chairman, appointed by Trump, would like to repeal these rules in favor of deregulation.
Recently a question popped up in an industry group forum I belong to. One woman was asking about whether fellow industry insiders thought it was easy to tell when influencers had fake followers or not. The answers were a resounding “yes of course!” in one form or another from many people who are either influencer agents or otherwise deeply involved in influencer campaigns on a daily basis. But what about other marketers who aren’t as embedded? Is it easy for you guys to tell when a post is getting false engagement? Maybe not.
This past June, Instagram announced that it would be rolling out “Paid Partnership” tags for influencers to include on their branded posts. The intention of this new tool is to assist brands and influencers with their disclosures as well as provide them with some additional tracking capabilities on their influencer programs.
I logged on to LinkedIn the other day and the first thing that popped up in my feed was an influencer I know commenting on this giant thread. You can read the full thread here (it might take a while because there are over 500 comments…) The gist of it was a woman looking for advice to help make sense of the results of a very poor influencer investment. Whether or not this was just a sensational post to drive conversation, it became clear as I read through the thread that there were a surprising number of people with really valuable insights (not just sales pitches for platforms or solutions). These people deserve a little shoutout because they really get it.
There are plenty of great resources to help simplify the FTC guidelines on influencer marketing disclosures. We’ve written a lot in an effort to simplify the requirements and we’ve speculated on the future of regulation. You may feel like you know everything there is to know about the guidelines and don’t need any new information... but when the FTC speaks, it serves you well to listen.
I don’t remember ever telling anyone when I was growing up that I wanted to be the Founder/CEO of an Influencer Marketing and Media company. I don’t think I wanted to be a fireman, but probably something like a fighter pilot.
We’ve written about the FTC guidelines for influencer marketing many, many times. The deal is this: if you think the rules don’t apply to you, you’re wrong. If you think there are no consequences, you’re also wrong. If you think having deceptive messaging will perform better… guess what? Wrong again.
But still, many brands and influencers are not heeding our warnings and are practicing risky influencer marketing techniques. Check out these 4 ways that brands and influencers are doing disclosure wrong so that you can avoid a visit from the FTC.
This article was originally published on Adweek.
With the advent of social media has come the democratization of media. Any individual can post a filtered image or looped video for free, which means that the cost of content creation has effectively been reduced to zero. The means of content consumption have also been placed in our pockets, so anyone has the ability to build a global audience.
Enter: the influencer.
Corey and Sean first met at improv class in The Second City's Conservatory Program in Chicago. The duo began making their videos together shortly after. Applying their natural comedy and fresh takes on the familiar fast food spots we all know and (occasionally) love, Corey and Sean have built an audience on YouTube of over 8,000 subscribers and have had their videos watched over 1.1m times. We interviewed them for another installment of Social Humans to get a better perspective of how they grew their audience and the lessons you can learn from them.