1 Learn the concept
This lesson covers specific go-to-market strategies for a brand's influencer campaign, as well as the required disclosure best practices. Sponsored content must be clearly identified so audiences know when a relationship exists, and rules differ by country, so check the requirements where you operate. Strategies include product seeding, paid posts, affiliate partnerships, giveaways and long-term ambassadors.
2 See it in action
- Seeding: send products and invite honest opinions.
- Paid posts: agree on deliverables and timing.
- Affiliate partnerships: reward creators for sales they drive.
- Disclosure: label sponsored content clearly and follow local rules.
Worked example
A disclosure example
Weak: a post with "#sp" buried among 20 hashtags at the bottom.
Strong: "Paid partnership with GreenLeaf" shown at the top using the platform's tool, plus a plain statement in the caption.
Why: consumers must be able to see the connection easily.
Check: view the post on a phone and see if the disclosure appears before the "more" button.
3 Study an example
Real-world case study
The FTC's 2017 warning letters
What they did. In April 2017 the U.S. Federal Trade Commission sent more than 90 letters to influencers and marketers reminding them they must clearly disclose their relationships to brands when endorsing products on social media. The letters followed petitions and the agency's review of Instagram posts. The FTC said a material connection includes payment, a business or family tie, or a free product.
What happened. The FTC later sent a firmer set of 21 follow-up letters to some of the influencers it had already contacted. Guidance noted that a disclosure placed only among a string of hashtags or after the "more" button may not be seen.
What to take away. Disclosure is part of the job, not an optional extra. Put it where a reader will see it first, in plain words. Rules differ by country, so check the rules where your audience lives.
This is a summary of public regulatory actions, not legal advice.
Sources Loeb & Loeb: FTC warns marketers and influencers · Mondaq: FTC warning on Instagram posts
4 Apply it and download
- Choose a strategy for your campaign.
- Write disclosure language.
- Add it to the campaign brief.
Worksheet Influencer outreach and campaign brief templateOpen, print or save as PDF