When the Federal Trade Commission began cracking down on influencer marketing earlier this year, it was clear that the practice had hit the big-time. More proof that 2016 was a breakthrough year for influencer marketing" Facebook is taking notice, as well.
This week, the social media giant began requiring public figures with verified profiles to adhere to its policy for advertiser-sponsored posts.
In other words, if Shakira wants to blast a sponsored message about Activia to her 104 million Facebook fans, she?ll have to clearly disclose her financial relationship with Activia. This is a turnabout for Facebook, which banned ?overly promotional? branded content in April.
In allowing verified profiles to promote brand messages, Facebook has decided, ?If you can?t beat ?em, join ?em.? It now touts a system that lets celebrities track and optimize their endorsements. The implication is that Facebook wants brands to pay to amplify their influencer posts. Unfortunately, if the past is any guide, this means that ?organic? (i.e. non-promoted) posts by influencers are likely to lose currency in the News Feed. That?s good for the influencer marketing business overall because in discouraging pay-for-play, Facebook inadvertently encourages authentic connections between influencers and brands.
Facebook taketh away
It?s hard to take Facebook?s announcement as anything but a threat to pay-for-play influencer marketing. When Facebook tweaks its algorithm, businesses suffer. For insta...