Want advertising that will reach the pre-teen and millennial masses? Well, it’s not going to be through traditional television channels. Leanne Ta and Julie O’Neill of Morrison & Foerster say the best way to tap younger markets is through harnessing the power of “influencers,” also known as the stars of Instagram, YouTube, Vine and the like. But not all campaigns are effective, or even legal. Here are some of the authors’ top tips for putting together a successful marketing strategy within the confines of the law:
• Disclosure, disclosure, disclosure: Take a lesson from Machinima, a company that paid popular video bloggers to promote Microsoft’s Xbox One system via YouTube without disclosing the connection, and then had to answer to the Federal Trade Commission. “The FTC has taken the position that a failure to disclose unexpected material connections between companies and the individuals who endorse them is deceptive,” say Ta and O’Neill.
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