Instagram takes measures to have influencers declare commercial partnerships

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2020, 1:05 AM UTC

Influencer marketing labels must be placed where audiences can view them easily.

This article states that Instagram is looking to be stricter on influencers not declaring a sponsored post as such. In the UK and “many other nations”, Instagram influencers are required to use hashtags like “#ad” or “#sponsored” to flag posts that are part of commercial arrangements. But many don’t.

The platform will add a prompt through which influencers would need to confirm whether they’ve received any incentives in exchange for the post being published. Instagram is also developing algorithms to identify sponsored content and inform the relevant accounts of the rules.

The article informs that three quarter influencers bury the #ad and #sponsored tags beyond the main caption. Brands running influencer promotions must tighten their processes and keep the new developments in mind.

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