Study: Creators and Brand Integrations
SYLO conducted a research analysis of 100 creators to analyze their influencer marketing brand integrations, which we classify as brand-paid ads, promos/reviews, and unpaid mentions. Below is a breakdown of what each of these delineations mean:
- Brand-Paid: When a brand partners with a creator and pays them to post an ad for the brand.
- Promo/Review: When a creator’s post is promoting and/or reviewing products or services they’ve received for free from a brand.
- Unpaid Mentions: When a creator promotes a brand and explicitly states that they have no affiliation, or if the creator is promoting something of their own (e.g. merchandise or clothing line).
These brand integrations are attributed based first on any disclosure by the creator, and then on the context of the content if disclosure does not fully define the terms of their partnership with the brand. When a creator registers and authenticates their social media accounts in SYLO’s platform, our team of content analysts with the help of AI analyze each and every native and branded post that a creator has published. These posts are tagged with the brand (if any), the type of integration (mentioned above), and categorized using content themes that are present in that post. (You can learn more about this process by clicking here.)
Of these types of brand integrations, paid/sponsored made up 51%, promos/reviews made up 46%, and unpaid mentions accounted for nearly 3%.
The average amount of brands per creator analyzed in this study were as follows:
- Brand-Paid: 24
- Promos/Reviews: 22
- Unpaid Mentions: 2
Furthermore, 100% of the creators analyzed had at least one brand integration that was paid for by the brand, and 99% had at least one brand integration that promoted/reviewed a product or service.
While the brand-paid ads and promo/reviews must be disclosed as an ad, according to FTC regulations, an unpaid mention does not. Also pointed out by the FTC, when disclosing ads, it is not sufficient for a creator to just include terms such as “#sp,” “Thanks [Brand],” or “#partner”.
Find out more about how SYLO ensures FTC compliance, brand safety, and fraud/bot identification for influencer marketing advertisers at www.meetsylo.com.
Image source: Pixabay