How to choose creators
| Check | What to look for |
|---|---|
| Audience | Followers in your area who match your customers |
| Engagement | Real comments and questions, not just likes |
| Content | Style that fits your brand and shows products well |
| History | Past brand posts with clear disclosures |
| Fit | Values and tone that match your business |
Spot fake reach
- Sudden jumps in followers with no reason
- Comments that are generic, like "Nice!" or emoji only
- Followers mostly from other countries
- High follower counts with very few views
Disclosure rules
The FTC says creators must disclose any financial, employment, personal or family tie to a brand. Free products count. The disclosure belongs in the post itself, in clear words like "ad" or "sponsored," not hidden in hashtags. In videos, say it in the video too. The FTC adds that platform disclosure tools alone may not be enough.
Businesses share responsibility
The FTC says a company is responsible for what others do on its behalf. Give creators written instructions on disclosure, review posts before they go live and keep records.
Good example. A restaurant invites five local food creators, asks for honest reviews and requires "ad" in the caption and video. Reservations rise that month.
Bad example. A restaurant pays a national creator with mostly overseas followers and no disclosure. Few locals see it, and the post breaks FTC guidance.
Read how to encourage customers to post. Our social media marketing manages creator partnerships with disclosures.