Wednesday, February 01, 2017

Influencer Marketing

While scrolling through Instagram I am often served content that is sponsored by brands, clearly marked and has links through to that retailer's website. However there are often times when I see that an Instagram Celebrity with over 1 million followers is promoting a product in native advertising that may not be disclosed through #ad.  The rise of the influencer industry is staggering as we are now looking to Instagram and Snapchat personalities to help define fashion as opposed to magazines 20 years ago. There is an important role for brands to play here and a very large addressable market. However it is also important to maintain ethical advertising so the payment from brand to influencer is clearly disclosed.

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