Last week, the Federal Trade Commission issued updated and clarified “endorsement guides” that govern so-called influencer advertising on social media.

When most people think of social media influencers, world-famous celebrities, athletes, and models might jump to mind. While such figures are highly sought out by certain global brands, much influencer advertising is done with smaller names — and smaller budgets.

According to Hootsuite, “brands pay Instagram influencers [an average of] between $100 and $2,085 per post.”

With so much brand-influenced and sponsored content on various social media platforms, the FTC wants to make sure every day social media users can tell the difference between what’s a regular post and what’s a paid endorsement.

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