Influencer Marketing
Marketing through partnerships with social media influencers who promote brands to their followers, requiring proper disclosure.
What Influencer Marketing means
Influencer marketing involves brands partnering with social media content creators to promote products or services to their audiences. This practice intersects heavily with advertising compliance — the FTC requires clear disclosure of brand partnerships, platforms mandate the use of branded content tools, and advertising standards bodies (ASA, ARPP, etc.) enforce disclosure requirements in their jurisdictions. Common compliance pitfalls include inadequate disclosure (buried hashtags, ambiguous language), influencers making unsubstantiated claims, promoting restricted products (supplements, financial products) without proper qualifications, and failing to use platform-required branded content tagging. Brands should implement influencer compliance guidelines, provide pre-approved messaging, require disclosure compliance, and monitor published content for policy adherence.
Related terms
Branded Content
Content created by influencers or publishers that features or is influenced by a brand, requiring proper disclosure and platform tagging.
Endorsement Disclosure
A clear statement revealing a material connection between an endorser and a brand, required by FTC guidelines and platform policies.
Spark Ads
TikTok's native ad format that lets brands boost existing organic posts from their own account or a creator's account.
Paid Partnership
A commercial arrangement between a brand and a creator that must be disclosed through platform tools and proper labeling.