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Marketing
its Guides Concerning Use of Endorsements and lab, #sp, #spon or #ambassador.
Testimonials in Advertising and followed by a 2015 4. Don’t rely on a disclosure placed after a CLICK
FTC Enforcement Policy Statement on Deceptively MORE link or in another easy-to-miss location.
Formatted Advertising. These regulations state that
consumers must be aware that the influencer is The FTC has also given guidance to brands who
compensated by a marketer and that an influencer use influencers. In a 2017 Consent Order, the FTC
does not hide any connection with the brand or required a brand to:
marketer.
1. Provide influencers with a clear statement of
FTC guidelines also state that an influencer’s spon- his/her responsibility to make clear disclosures
sored posts (even on their own website or under of material connections to the brand.
their own social media account) must be consid- 2. Establish and maintain a system to monitor and
ered advertisements as well as noting a “material review influencers.
connection” between the influencer and the brand. 3. Terminate influencers who don’t comply.
Recently, the FTC has also taken an interest Being aware of these regulations will save you and
in controlling influencer-based marketing. Any your business from any potential (and hefty!) law-
Influencer must be aware of four points the suits in the long run.
Federal Trade Commission issued in its “Updated
Guidance”: The Last Gulp
1. Clearly disclose when you have a financial or To Recap: In simple terms, influencers provide:
family relationship with the brand.
2. Don’t assume that using a platform’s disclosu • Content creation
tool is sufficient. • Brand elevation/Product validation
3. Avoid ambiguous disclosures like #thanks, #col- • Revenue Growth
In turn, your craft beverage brand can use that for:
• Paid social content
• Organic content
• Amplification/association
In order to be successful in your craft business,
you need social media. It’s the absolute best way
to grow your brand, engage with your customers
and achieve tremendous sales growth. And, using
an influencer is critical to this business strategy and
can help you reach an insane amount of success.
Finding the perfect influencer partner for your
brand can take some time, but with careful consid-
eration and a strong strategy, you can avoid having
any big setbacks that can cost you money or put
your reputation at risk.
And, allowing your customers to associate a trust-
ed influencer with your brand, in addition to having
all of the above factors work together on social
media, will increase your craft beverage sales expo-
nentially. And that’s a notion that goes down real
smooth.
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