May 12, 2018 | The Social Media Monthly

Disclosing A Brand Affiliation In Video Content

1 min

"Disclosing A Brand Affiliation In Video Content" article by Kimberly Culp published on May 12, 2018, in The Social Media Monthly. Here is an excerpt:

Many brands use individuals, often referred to as influencers, to disseminate positive brand messaging. These influencers use their own social media accounts to show their use of a brand's product or service. Many influencers are paid for their services while others receive in-kind value for their posts, such as free products or services, trips to venues associated with the brand, and other kinds of valuable compensation. Regardless of how they are compensated, these all represent examples of a material connection between that influencer and a brand. Any influencer who has a material connection to a brand must disclose that connection in their social media posts. One mode of delivering a positive brand message is with videos (produced or live-streamed). Videos pose some unique challenges to make sure that a consumer will receive the influencer’s disclosure of a material connection between it and the brand.