I am pleased to share my new article on ‘The Rise Of Influencer Marketing: How To Protect Your Company’s Liability,’ which is featured in Lawyer Monthly.
According to mediakix.com, there are between 3.2 million and 27.8 million influencers on Instagram, YouTube, and/or TikTok who profit by posting their “opinions” on products. Influencer marketing is now a $13.8 billion global industry. One reason influencer marketing has become such a staple in marketing techniques is the accessibility of influencers to any company of any size and type. Have you heard of Sophie Hinchliffe? With her 4.4 million Instagram followers in the area of home cleaning, she would be a good one for any detergent brand to get to know. @Juliatakesahike? She has 5,688 Instagram followers who seek her advice on hiking trails and adventures and is an influencer for a wide variety of clothing brands from 32 Degrees to Drifted Co.
The marketing options are endless in terms of what influencer to use, where to have them post, and what type of post (video/photo/story/TikTok/reel). Regardless of what channel to use them for, marketing through influencers gives companies invaluable statistics. While traditional mail marketing allowed companies to know where their materials were sent, today, social media marketing allows companies to know many people see their ads, how many engaged with the ads, where the people live, who engaged or did not engage, what overall likes and dislikes viewers have, and so many other statics.
Influencer marketing has grown to the point where it is here to stay, and with this new method of marketing are various specific marketing legal considerations that never existed before…
In the article, Marie Dutton and I discuss how influencer marketing has grown, the 4 potential issues that influencers face, and how you can protect your company’s liability. To read more, click here.
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