When Ara Katz was pregnant, she was bombarded with misinformation from social influencers about health and wellness solutions. That's why she created Seed University, a credentialing program so that any influencer who wants to work with her company first has to take a course and pass an exam.
, consumers scroll through their feeds trying to navigate their way through a wealth of misinformation.
It’s also an interesting use of the Instagram platform. Each mini-lesson is accessed via Instagram Story Highlights, so it just takes a tap to continue along the course - a habit influencers are extremely comfortable with. At the end of the course, there’s a final exam hosted on the Seed website. Once influencers have passed the exam, they are allowed to sign up for the company’s affiliate program.
In addition to the science class training, the course dedicates an entire unit to FTC guidelines and how to incorporate them into influencer posts. Katz notes, “We break down the rules but show some ways to do it that helps influencers demonstrate that they care about the integrity of their content. We aren’t rewriting the rules of influencer marketing, we’re just making them more easy to understand.
comments that, “Seed is noticing a loophole and helping influencers achieve a level of credibility instead of just letting them post whatever they want. More smart companies should be getting together to figure out solutions like these.” Perlman makes a valid point that, “In finance the goal is to make money so it’s easy to set the standard of what “good” looks like but with social it’s a bit more ambiguous. We need to bridge the gap between advocacy and advertising.
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