In order to succeed with influencer marketing, you must know the guidelines for the campaigns. It is important to have a clear understanding of the brand guidelines, its voice, and tag lines. You should also make sure the influencer is using appropriate tools for its content. It is crucial to choose the right influencer who will represent the brand and its message. You should decide how your content will be shaped and how you will measure the impact. The federal trade commission oversees influencer marketing in the US and requires influencers to clearly identify sponsored posts. Often, they don't do so, and the ads may not be noticeable. In the UK, the Competition and Markets Authority investigated hidden advertising on the social network Instagram and pressed Facebook's parent company to make disclosures more visible. However, in the United States, the Federal Trade Commission ruled that this practice is a violation of the FTC guidelines and must be stopped. Influencer marketing works by leveraging the reputation of the individual within the organization. Some influencers even start their own companies and consult with brands. Some of the world's most prominent influencers are synonymous with organizations, such as Larry Kim, the CTO of WordStream. His high profile has helped elevate WordStream's brand. Many other brands have found success through influencer marketing and have used it to improve their marketing strategies. With the proper strategy, influencer marketing can increase sales and lower expenses.