AcademicJournal of Marketing & Social Research, 7 Jul 2025

Sponsorship labels slightly lowered conversion odds to 0.75 of campaigns without them

Briefing creators

0.75x

the conversion odds remained when sponsorship disclosure was present

Reader Note:: The paper's conversion model reports an odds ratio of 0.75 for disclosure type, referring to sponsorship disclosure such as #ad.
Evidence:: Observed behaviour
Vendor interest:: None
Sample:: 63 influencer marketing campaigns in niche markets, using secondary campaign data from influencer marketing platforms, brand reports, social media analytics tools, and industry reports, plus 3 purposefully selected case studies.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
The source never says how this number was measured.
The source talks about this as cause and effect — that is its reading, not a finding.

U.S. AI shoppers 55+ penalize hidden sponsorship 20+ points more than labeled; 25–34s react slightly the other way

Extra trust lost from hidden vs labelled sponsorship disclosure, by age group
Age group	Extra trust lost (points)
All AI users	10.5
18 to 24	3.6
25 to 34	-5.2
35 to 44	12.7
45 to 54	15.6

Saying the brand name out loud in sponsored creator content lifts branding by an average of 22 points in Kantar’s model

Branding in sponsored creator content: lift in branding percentile — Creator x Brand interaction elements (points)
Element	Lift in branding percentile (points)	Share of sponsored creator content featuring this element (%)
Brand name in audio	22	49%
Interaction with product	17	77%
Shopping activities in action	15	29%
Using the product	11	58%

70%

of U.S. consumers feel negative if an influencer fails to disclose being paid or given free product for promotion in February 2025

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

Influencer briefs only include structured keyword strategy for both social and AI/LLM discoverability 13% of the time; most either provide only social search keywords or just general hashtags

Keyword and search guidance included in influencer briefs (% of marketers)
Guidance type	Share (%)
Keyword strategy for social search (TikTok, Instagram)	34%
General hashtag guidance but no structured keyword strategy	34%
Keyword strategy for both social search and AI/LLM discoverability	13%
Leave keyword and caption decisions to the influencer	9%
Have not considered search optimisation in influencer briefs	9%

Keyword and search strategy for influencer content ranks dead last in self-reported team capability, with a mean rank of 7.14 out of 8

Team capability by area, self-ranked from strongest to weakest (mean rank, 1-8)
Capability	Mean
#1 Influencer discovery and vetting	2.28
#2 Creative briefing	2.97
#3 Content review and quality control	3.86
#4 Consumer research and tribe identification	4.21
#5 Social listening and trend analysis	4.93

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94% of marketers plan to reuse creator content in paid social

Share of marketers planning to repurpose influencer content, by channel (%)
Channel	Share of respondents (%)
Paid Social	94%
Brand Organic Social	85%
Website, Landing Pages, or Product Pages	64%
Email	30%
Display	19%
CTV	13%
Out of Home	13%

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Sponsorship labels slightly lowered conversion odds to 0.75 of campaigns without them

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