Using Social Media Influencer Marketing: 6 Legal Tips

Using social media influencers and micro-influencers is an increasingly effective marketing strategy. Social media use is pervasive; 94% of online Canadian adults have at least one social media account, according to The Ryerson Social Media Lab's July 2020 survey. Online shopping, accelerated by the COVID-19 pandemic, is also on the rise. The combined effect is driving more businesses to use social media influencers to reach their existing customers and new prospects.  Influencer marketing spend is on track to reach $15B by 2022, up from $8B in 2019, according to various industry analysts. While using influencer marketing has the potential to complement your overall marketing strategy, engaging an influencer isn't without risk, particularly if your mutual rights and obligations aren't clear. If you are, or are considering, using influencer marketing, use these six legal tips to help ensure your strategy has a positive influence on your business.