5 Tips on FTC Compliance in Influencer Marketing Campaigns

Ryan originally published this post on JuliusWorks.com on November 13, 2017.

In the recent months, the FTC has taken great strides to level the playing field with a group that previously was not impacted by standard regulations in traditional marketing. Back in April 2017, The Federal Trade Commission (FTC) sent letters to approximately 90 celebrities, athletes, influencers and brands reminding them of the need to disclose any “material connection” between the influencer and the brand. The letter goes on to clarify that a material connection could consist of a business or family relationship, monetary payment, or the provision of free products. Important note here, free product needs to be disclosed!

The majority of the responsibility falls on the brand to enforce guidelines with the influencer. Just put yourself in the frame of mind of the FTC. If a large brand seeks out 30 micro- and power influencers with a fan base from 5,000 to 100,000 followers and they were not properly directed on the requirements to disclose, the FTC will go after the largest player, which in most cases is the brand.

Here are five tips to implement in your future campaigns to keep your brand protected and help your influencer partners tell better stories about the relationship.

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5 Ways Your Brand Can Leverage IGTV

1. Vertical video is king.  Stop fighting it.  It’s all about screen real estate.

It’s the age of mobile content consumption and IGTV is the next wave approaching the shore.  IGTV, relying heavily on the vertical video format, is going to feature videos up to an hour in length.  The vertical video format is key, even in the face of all the clamoring against it.  After all, people are watching your videos on their phones.  And without judging people for choosing to forego the minuscule effort it takes to change the physical orientation of a smartphone from vertical to horizontal in order to watch videos which are traditionally filmed in the horizontal orientation, the fact remains that more and more people are choosing to keep their devices in the vertical orientation.  Why doesn’t everybody switch the orientation for a better viewing experience?  Who cares?  It doesn’t actually matter why.  What it ultimately means is that the video you filmed in the horizontal orientation is often being viewed on a phone being held in the vertical orientation.  As such, your video occupies only one-third of the available screen real estate.  Therefore, it’s time to give vertical filming its due.  Right or wrong, catering to the consumer is always right.

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