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2010-2013: Influencers could charge a fee to merely “check in” at a location. Sponsored posts took off. In 2010 Chris Batty, VP of sales for Gawker, proclaimed: “the majority of our advertising revenue will be in sponsored posts.” Not long after, Forbes and Associated Press jumped on the bandwagon. Even the early creator critics like Mashable started selling sponsored content to different enterprises. Brands began sending gifts to influencers solely to see them unboxed online. 2014-2018: Still, only 39% of marketers planned to grow their influencer marketing budget in 2018.¹ Brands began to offer store credit and rebating rewards for their partners to get around new ASA ruling and make posts appear more authentic. The ASA's guide for influencers (UK)² and FTC Compliance (U.S.) ³ requires direct specification for sponsored posts, adverts or including gifted items (marked by #sponsored #ad or #gifted respectively).
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¹ Erica Sweeney, “Study: 39% of marketers will increase influencer marketing budgets in 2018,” Marketing Dive, December 4, 2017. https://www.marketingdive.com/news/study-39-of-marketers-will-increase-influencer-marketing-budgets-in-2018/512178/
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² “New guidance launched for social influencers,” CAP News. September 28, 2017. https://www.asa.org.uk/news/new-guidance-launched-for-social-influencers.html ³ Federal Trade Commission, “FTC tips media and advertising.” https://www.ftc.gov/tips-advice/business-center/advertising-and-marketing
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