Influencer marketing
Influencer marketing means working with creators, so their audience hears about your product from someone they already follow.
Does a sponsored post have to say it's an ad?
In the US, yes, when there's a relationship. The FTC calls it a “material connection”: the brand paying the creator, or giving them free or discounted products, for example.
The disclosure has to be hard to miss and sit with the endorsement itself. The FTC says it's likely to be missed on a profile page, at the end of a post or video, behind a “more” click, or mixed into a pile of hashtags. Plain words work: “ad” or “sponsored”, or a line like “Thanks to Acme brand for the free product.”
Planning a creator campaign? Tell us about your product.