Influencer Marketing is a form of marketing in which companies creates marketing campaigns around individuals that have influence over over potential customers. Influencer marketing are often in the form of a sponsored post. Social media influencers often play the role of a buyer providing recommendations and feeback, or create related content tagging the sponsor brand. In 2017, there were nearly 13 million brand-sponsored posts on @Instagram.[1] To ensure the truth-in-advertising principle, FTC regulated in 2017 that all sponsored posts on social media must make the endorsement clear to the audience.[2]

References

1. Why the Influencer Marketing Bubble Will Burst Soon. zdnet.com
2. The FTC's Endorsement Guide: What People Are Asking. ftc.gov

Tags

• #influencer-marketing
• #marketing-lexicon (See: @Marketing Glossary)