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Ten Tips for Great Influencer Posts

Shoppers Will Love

1

There is a science to creating a great post. It all starts with a great story, first and foremost: a story written genuinely from the influencer’s perspective, not spoon-fed from the brand. That story has to be something the influencer dreams up, not something you manufacture for them. It’s perfectly fine to give them a theme so you have some cohesiveness to your influencer campaign, but the last thing you want is 50 influencers out there creating practically identical content for you. You build credibility and trust for your brand/product through multiple stories told from di�erent angles. It showcases exactly how great your brand is and how well the brand/product fits into so many lives.

In compliance with FTC requirements, each post must begin with a tactful

disclosure, ensuring the influencers maintain their credibility. It should be

placed at the top of the post so the reader knows from the onset of starting to

read the piece that the post is sponsored content. The disclosure can include

the campaign hashtags, as well.

The FTC is cracking down on non-disclosures so it’s important to be diligent in

making sure every post is clearly designated as sponsored or risk large fines.

But don’t worry about disclosures keeping the readers from engaging with the

content. As long as the content is valuable, useful or entertaining, audiences

don’t care if it’s sponsored. In fact, millennials, a very hard-to-reach target, not

only don’t care, but 20 percent said it had a positive effect on their view of the

brand.*

2

ALWAYS include a clear and conspicuous disclosure at the top.

* https://reutersinstitute.politics.ox.ac.uk/sites/default/files/ Reuters%20Institute%20Digital%20News%20Report%202015_Full%20Report.pdf

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Ten Tips for Great Influencer Posts

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