How to Comply with YouTube’s Policies and Guidelines for Influencer Marketing
- Fluencer Market
- Oct 29, 2023
- 3 min read
YouTube has become one of the most important platforms for influencer marketing campaigns. With over 2 billion monthly active users, it offers incredible reach for brands looking to connect with potential customers. However, there are specific YouTube policies and guidelines that must be followed to ensure your influencer campaigns remain compliant. Ignoring these guidelines can lead to penalties, removed content, and even account terminations. In this post, we’ll break down exactly how to successfully navigate YouTube’s influencer marketing policies. YouTube Influencer Marketing Policies and Guidelines:
Know YouTube’s Disclosure Requirements
YouTube requires transparency from creators and brands when their content includes paid promotions. Under the FTC’s endorsement guidelines, proper disclosure is mandatory to avoid deceiving viewers. YouTube spells out disclosure best practices in its paid product placements policy:
- Disclosures must be clear and conspicuous. Simply adding “#ad” or “#sponsored” in the description box is not enough.
- Use both visual and audio disclosures within the video itself. For example, the influencer can place a graphic overlay and also state something like “The following portion is sponsored by [Brand]”.
- Disclose connections to brands prominently in the video title or thumbnail image. For example, adding “[Brand] Promotion” or “Sponsored by [Brand]”.
Following these disclosure methods helps build trust with viewers while protecting the brand, influencer, and platform from potential compliance violations.
Review YouTube’s Restricted Content Guidelines
YouTube maintains guidelines against certain types of restricted or inappropriate content. Before planning influencer campaigns, carefully review what type of content is allowed to be monetized or promoted. Some key areas to avoid include:
- Controversial issues: YouTube prohibits monetization of content promoting harmful or dangerous acts. Influencers should avoid statements related to controversial issues like self-harm.
- Regulated goods: Certain products like tobacco or prescription drugs cannot be promoted without proper permissions or licenses. Make sure regulated products comply with local laws.
- Misinformation: Inaccurate content related to elections, public health issues like COVID-19, or other sensitive events will face removal or restrictions. Vet information thoroughly before proceeding.
Tread carefully if an influencer campaign involves content around these or other restricted topics. Consider whether the potential risks and compliance issues outweigh the benefits before moving forward.
Verify Influencer Accounts Meet Minimum Guidelines
YouTube requires influencer accounts to meet certain baseline qualifications before they can earn through monetization features like the YouTube Partner Program or Super Chat. To avoid problems, only work with influencer accounts that:
- Have at least 1,000 subscribers. This shows enough of an established audience.
- Have at least 4,000 hours of public view time in the past 12 months. This demonstrates regular uploading of quality content.
- Have no active Community Guidelines violations against them. Avoid accounts with multiple complaints or restrictions.
- Are free from copyright strikes. Three copyright strikes result in channel termination, so cautious vetting is essential.
Verifying these qualifications for influencer accounts minimizes the risk of issues derailing campaigns after launch.
Learn How to Recognize Paid Promotions
YouTube provides a “Paid promotion” tag that creators can manually turn on for uploaded videos containing sponsorships or endorsements. However, many influencers neglect to enable this label even when they should. Educate yourself on how to identify typical signs of paid promotions:
- Influencer verbally mentions brand name or product attributes.
- Description box contains sponsor attribution or coupon/discount code.
- Video focuses on specific features or uses of a product or service.
- Thumbnail image displays the brand name or logo.
- Video caption includes #ad or #sponsored tags.
Learning these potential indicators of paid partnerships helps determine cases when disclosure requirements apply but are not being fully met.
YouTube Influencer Marketing Policies and Guidelines
Trying to master YouTube’s nuanced and evolving policies on your own can prove challenging. Companies like Fluencer Market offer managed influencer campaign services that handle compliance with YouTube guidelines. Their team of experts takes care of identifying and vetting compliantly safe influencers, ensuring proper disclosures, monitoring content for guideline violations, and overall accountability. Putting an experienced influencer platform in charge brings peace of mind that YouTube’s rules are being followed.
By partnering with vetted influencers and proactively monitoring YouTube’s policies, brands can confidently navigate influencer marketing on the platform. Remember, transparency and compliance protect all stakeholders in the long run. Protect your YouTube presence by keeping their guidelines front and center for every influencer campaign.
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