Therefore, I think it is important to have some ideas clear :
The figure of the influencer is not new.
People with the ability to prescribe products or services have phone number list always been used in advertising. The difference now lies in the ability of social media to elevate people who outside of this field would probably have little influence to the status of influencers. And thanks to social media, they amplify their message and magnify their power of persuasion.
No one is capable of exerting influence on all issues, on people of all ages, in all countries of the world.
An influencer is not the one who has the most followers either .
Make way for micro-influencers (I already mentioned this a year ago when I wrote about social media trends for 2018 here), but be careful not to elevate them too much.
Actions with influencers are subject to regulation , at least in Spain.
Specifically, the General Advertising Law (Law 34/1988) and the Law on Information Society Services and Electronic Commerce (Law 34/2002). The latter establishes that advertising on the Internet, email, and similar media (including social media) must be presented in a manner that prevents confusion with other types of content and must clearly identify the advertiser. It doesn't specify how the advertiser must be identified, but it must be.
All social platforms have their own regulations on this issue.
Twitter requires tweets with indirect advertising to include the hashtag #ad. YouTube requires that if a video includes paid endorsements or content in exchange for compensation, the creator must check the "This video contains promotional content" box when uploading it to the platform. And both Facebook and Instagram have "branded content" tools to identify content resulting from a commercial relationship.
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