Influencer marketing has surged in popularity in recent years — remarkably at the very same time leading commentators from the New York Times and elsewhere have reported on the decline of the news media and its troubling future. Even non-celebrity endorsers offer enormous power over people in a world where regular social media users are comprised of a younger and more impressionable demographic. Social media is now where most young people consume their “news”. It is thus critical for brands and their agencies to have robust practices in place to distinguish marketing content from editorial content. Marketers also must ensure that consumers understand the material connections between endorsers and brands.
Influencer marketing has drawn increased attention not only from brands, but also from the Federal Trade Commission. Because of this, public relations and marketing communications firms need to follow six key rules to work most effectively with influencers.