Social media provides brands with a unique opportunity to reach millions of consumers who spend hours each day watching YouTube videos, scrolling through Instagram photos, and reading blog posts. As social media audiences are confronted with an increasing amount of content—on YouTube alone, over 500 hours of video content is uploaded every minute—collaborating with social media influencers to create sponsored posts, YouTube videos, and/or Snapchat Stories is now one of the most effective ways for companies to capture the attention of engaged users (ReelSEO).
For brands, knowing the salient differences between sponsored posts on different platforms and the guidelines marketers must follow can ensure that campaigns accomplish their goals and keep the sponsoring company in good standing with both consumers and consumer protection agencies.
Related Post: What Is Sponsored Content?
In addition to upholding anti-trust laws and monitoring predatory lending practices, the United States Federal Trade Commission (FTC) helps people make informed purchasing decisions by protecting consumers from deceptive advertising (FTC). The growth of influencer marketing and the prevalence of sponsored content & posts on social media has led the FTC to develop strict guidelines regarding how both paid and unpaid sponsorships and sponsored content must be presented to audiences.
For brands, asking social media influencers to divulge sponsorships is not only ethical, it is also required by law. Companies who fail to meet FTC guidelines may incur penalties and risk tarnishing the reputation of both the collaborating influencer and their own brand image.
For more resources on making sure your company’s influencer marketing campaign abides by all FTC guidelines, see the following list of resources and helpful blog articles:
Though sponsored posts share similarities across every social media platform, there are subtle differences in formatting, campaign execution, and FTC regulations when it comes to marketing on Instagram, YouTube, Snapchat, or when collaborating with bloggers to create brand-sponsored content. For marketers, it’s important to know the distinctions between: