- Fohr Card analyzed 20 million Instagram accounts
- Study indicated 7.8 percent were bots
- Influencer marketing campaigns are projected to hit $1 billion in 2017
- This equates to $80 million wasted, so…
” To make sure digital marketers know whether influencers’ followers are real humans and not bots, Fohr Card resolved to provide marketers and influencers much needed transparency by developing an Influencer Follower Health score.”
Read more about Bots, Lurkers, Actives in an article published by Martech, found here.
Everyone noticed. Fashion bloggers, Rolling Stone, the National Law Review, ESPN, tech media, PR Daily…This is the first case the FTC has brought against social media influencers individually.
This week, the Federal Trade Commission settled a case with two YouTube users for non-disclosure of a paid relationship with endorsers on their betting channel. (As they also owned the company that ran the game; it was a slam dunk for the FTC.)
It was just a matter of time before the FTC started to crack down on endorsers who fail to disclose that they’re getting paid to promote products and services on social media, says the law journal.
In April, the FTC issued letters to 90 influencers; 21 individuals received follow-up warning letters, the agency reports. The letters ask for disclosure and assurance that all social media posts endorsing brands or businesses with a material relationship are clearly and conspicuously disclosed.
Nobody’s off the hook.
In Plain English
The FTC has issued a 15-part guide with FAQs and answers from advertisers, ad agencies, bloggers, and others. It’s not written in government-ese, so it’s less painful to deal with.
Wondering how to approach influencer partnerships? Your must-read FTC issued guidelines are found here.
- freelance writing (for a media site other than the blogger’s own)
- brand ambassadorships
- hosted fam trips
- social media promotion
The survey is live, so it’s intended to update. Check out the initial findings with quick reference piecharts here.
An April 2017 survey of 250 responses from travel brands and PR agencies conducted by Green Travel Media as a follow up to their earlier TBEX presentation produced interesting results on the business of travel blogging.
As Tnooz observes, “Some brands have seen good results from working with individuals or groups of bloggers, whilst others have questioned whether their investment would simply be better off ploughed back into instantly measurable digital marketing.”
Have a look at some hard data from both sides of the influencer marketing divide, click here.