Influencer Marketing 101: The Basics

Influencer marketing is a form of social media marketing involving endorsements and product placement provided by influencers — people and organizations who have a purported expert level of knowledge or social influence in their field. To put it simply, companies hire individuals with a large social media following to promote products/services through their personal accounts. According to the Association of National Advertisers ("ANA"), marketers are significantly increasing their influencer budgets for 2023. Of note, advertisers suggest that the "quality of customers and traffic from influencer marketing is better than other sources." As with any new advertising endeavor, there are many complicated legal considerations to take into account when creating effective and compliant influencer marketing campaigns. Of course, the most prudent course of action is to consult with an experienced marketing attorney prior to initiating a new campaign.