Navigating influencer marketing in the US

When it comes to connecting brands to audiences, igaming operators and affiliates do need to be more creative than most niches. 

In an industry tied to compliance and regulatory restrictions, a different approach and more care is needed when it comes to using ­influencer marketing as a strategy.  

The regulatory environment in the US is much more complex than in other jurisdictions ­— and brands must familiarize themselves with that before planning an influencer marketing campaign. You must bear in mind the state-by-state regulations on how your brand can be marketed. 

There are some states such as New Jersey and Pennsylvania where this kind of advertising is allowed. However, in others, the promotion of online gambling on social media is prohibited. 

There are very clear guidelines outlined by the Federal Trade Commission that cover disclosure in influencer marketing. This isn’t specific to promoting online gambling, but this form of marketing as a whole. 

If there is any material connection, whether that comes in the form of sponsored content or paid partnerships, this needs to be disclosed. If the content creator is pushing video content, disclosure statements can be placed prominently on the videos or as part of the captions within. It should also be part of the post by using hashtags such as #ad, #­sponsoredpost, or #paidpartnership.  

If the content is also in the form of a testimonial or endorsement, it needs to be a true reflection of the creator’s ­opinion of the brand. 

Choose the right influencers

Any business must choose the right ­influencer that fits with its brand. ­However, it can even be more important when it comes to igaming due to the sensitive nature of the product and the need to ensure the content is fully compliant. Some of the key considerations include:

• Audience demographics: As the ­operator or affiliate, you need to ensure your content partner has an audience that is primarily composed of a following over the legal age (usually over 21 in the US). This is to protect minors from being inadvertently targeted. 

• Relevance and authenticity: For an influencer marketing campaign to truly work, it needs to be relevant to the audience and be authentic. You need to choose a content creator who naturally aligns with your brand. If it’s a sports betting site, for example, a sports personality may be the likely candidate. However, there are regulations to take into account with this also. Any sports entertainer needs to be over the age of 21 and be able to substantiate this with acceptable ID.  

• Keep it clean: You should only look to work with responsible partners who have a clean reputation and are known for being transparent with their audience. 

Craft responsible content

It is also essential that all basic compliance measures are taken on board and the content being pushed out supports responsible gambling (RG). Every post should have an RG message attached, which includes a toll-free number wherever possible as a standard. 

You should also ensure there are no misleading claims within the content. An example of this is not suggesting that gambling can be a way of making money or securing financial success. 

ROI is, of course, what we are looking for when it comes to any kind of marketing campaign. Wherever possible, ensure there is appropriate tracking in place, and use analytics to measure the campaign’s reach, engagement rate, CPL, and CPA. 

As the igaming industry embraces influencer marketing, those businesses embarking into the unknown territory of the US must understand how to navigate this arena and adhere to compliance and regulatory standards.

Sharon McFarlane is managing director of Digital Footprints, an igaming-­specific digital marketing agency. Founded in 2006, Digital Footprints has a wealth of experience in the igaming sector and made its mark with some blue-chip clients within the space. McFarlane is a regular conference speaker/moderator and has led the agency to multiple award wins.