Like brands, publishers are now also employing influencer marketing as a tool to reach consumers in new ways. The social media, native and content committee at the Interactive Advertising Bureau -- a trade group representing online publishers and advertisers -- published today a comprehensive guide on influencer marketing. It covers the “still important questions” that publishers should ask before approving an influencer marketing program.
“The most eye-opening revelation from the guide, in my opinion, was number of suggested questions that brands or agencies should ask of their publisher partners before entering into an influencer program as part of a publisher’s branded content offering,” IAB vice president Susan Borst told Adweek. “From influencer identification to cost and execution, measurement and data, and even disclosure questions, it’s important to ask questions up front to fully understand the scope and potential impact of a publisher’s influencer offering to ensure success relative to the brand’s goals.”