#SPONSORED

Disclosure of a paid promotion is required by FTC regulations. While one may think this would steer followers clear of persuasion, research shows otherwise.

One study, which referred to influencer marketing as "native advertising," showed that the presence or absence of a disclosed sponsorship on a post did not have a significant effect on the consumers’ attitudes towards the brand or the advertisement itself. Study participants were able to recognize sponsored ads and they were aware of the advertisement’s goal of persuading and selling a product to them. However, the researcher stated that “It seems that when native advertisements perform their expected role well, audiences may be willing to override the negative responses initiated by persuasion knowledge.” Essentially, even though followers understand that sponsored posts are meant to persuade them, they are still willing to be persuaded when the ad reflects authenticity and honesty from the influencer.

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Another study found that while the sponsorship disclosures increased instances of followers' counterarguing, they did not increase negative attitudes towards brands. This is important because it shows that, unlike traditional advertisements, influencer marketing produces a more positive view of the brand as a whole, even when consumers know they are trying to be manipulated, which is consistent amongst research.