Earlier this week we posted an article that focused on the FTC guidelines for influencer marketing, and what brands can do to ensure their messaging is compliant. Our friends over at mediakix have also been posting on the same topic and have put together the below infographic to shed some light on the current state of the use of FTC guidelines on Instagram in the influencer marketing space.
As you can see, the top 50 celebrities on Instagram have over 2.5 billion total followers. They average 45 posts per month and about 6% of their posts are sponsored, or an average of 135 sponsored posts across the top 50 IG celebs each month.
However, only 7% of top celebrities sponsored posts are properly tagged to be FTC compliant ( 9 posts of the 135 sponsored per month).
Incredibly, a single influencer will only have 4 of 52 annual sponsored influencer posts that are FTC compliant.
With the rise of influencer marketing, the FTC issued 90 warnings in April 2017 to try to ensure top-level compliance within the influencer marketplace. It will be interesting to see how they progress as the number of Mega-Influencers continues to build alongside the rise of Everyday Fan and Micro-Influencer marketing opportunities.
Regardless, it is the brand’s responsibility to ensure that influencers comply with FTC guidelines to avoid legal issues. Always err on the side of caution when developing new influencers and influencer programs.