You will be able to make sure partnerships are disclosed and track whether they worked.
You have probably watched a creator rave about a product for a full minute, then noticed, only at the very end and in small print, that it was sponsored. Or never noticed at all, until someone in the comments pointed it out. When that happens, most viewers feel a bit cheated, and some stop trusting the creator and the brand together.
Disclosure protects the viewer, the creator and you. Measurement tells you whether the collaboration was worth doing. This lesson covers both.
Most major platforms have a built-in way to label paid or sponsored content, often called a paid partnership or branded content label. It appears on the post itself, usually near the account name, and it is visible to everyone who sees the post. Some platforms also let the brand be tagged as the partner, which links the post to your account.
Ask your creators to use this label on every post you pay for or gift. Put it in the terms from lesson 8.2. The label is clearer to viewers than a hashtag buried in a long caption, and it is the method the platform itself provides.
Many creators also add a plain statement, such as "Ad" or "Gifted by" at the start of the caption, or say it in the video itself. That is good practice too, especially near the start where viewers see it before deciding whether to trust what follows.
In Singapore, the Advertising Standards Authority of Singapore, ASAS, sets the advertising code that advertisers in Singapore are expected to follow, and it has published guidance on how paid and gifted content in social media and influencer marketing should be disclosed. The details are updated from time to time, so read the current version on the ASAS website before you start working with creators, and point your creators to it.
The principle running through it is straightforward: a viewer should be able to tell, clearly and without having to dig, that content is a marketing communication. Clear labels, plain words and early placement all help. Hiding the disclosure at the end of a long caption or among twenty hashtags does not.
Treat disclosure as part of the brief rather than something left to the creator to remember. If a creator resists disclosing, that is a reason not to work with them.
If your business sells financial products, or you are a financial adviser building a personal account, stricter rules apply. Financial advertising and the way financial products are promoted are regulated, and the Monetary Authority of Singapore sets requirements for financial institutions and their representatives. Paying a creator to promote an insurance plan or an investment product raises questions that a cake shop never faces.
So anyone promoting financial products, or working with creators to do so, should check the current MAS requirements first and, if they represent a financial institution, talk to its compliance team before any content is made. This course does not cover those rules. They change, and getting them wrong has real consequences.
To know whether a collaboration worked, you need to count what it produced. Views and likes on the creator's post tell you something, but they do not tell you whether anyone bought.
Give each creator something unique to share. A link with tracking added, sometimes called a UTM link, lets you see in your website analytics how many visits came from that creator. A discount code unique to that creator lets you count how many orders used it. For a business that sells through WhatsApp or direct messages, a simple phrase works: "Tell us Aisha sent you." Then log every message that mentions it.
Then compare what you got with what you spent. As an example, if Farah gave a creator a fee of S$300 and the creator's code was used on 12 orders, each order cost her S$25 in creator fees. Whether S$25 is good depends on what an order is worth to her, which Digital marketing foundations covered in lesson 6.3, What a customer is worth and what you can pay for one. Both the fee and the order count here are examples.
Remember that codes and links undercount. Some people see the post, remember the name and search for you later without using the code. Count what you can and treat it as a floor rather than the full picture. Marketing analytics: GA4, attribution and testing goes much further into this.
In the activity you will write the disclosure wording and the tracking link or code you would require from your first creator partner.
Write the disclosure wording and tracking link or code you would require from your first creator partner.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).