▁in ▁their ▁posts . ▁ ▁Although ▁data ▁that ▁shows ▁the ▁direct ▁correlation ▁between ▁influen cer ▁campaign s ▁and ▁sales ▁are ▁rare , ▁the ▁success ▁of ▁affili ate ▁platforms ▁as ▁reward Style ▁and ▁successful ▁examples ▁such ▁as ▁the ▁# m ang og irls ▁campaign , ▁indicate ▁that ▁influen cer ▁eng agement ▁affect s ▁sales . ▁In ▁the ▁# m ang og irls ▁campaign ▁several ▁influen cers ▁had ▁independently ▁chosen ▁the ▁same ▁coat ▁as ▁their ▁favorite ▁piece ▁of ▁the ▁M ango ▁collection ▁and ▁show c ased ▁it ▁on ▁Inst agram . ▁The ▁coat ▁went ▁vir al ▁and ▁sold - out . ▁In ▁fact , ▁first ▁studies ▁show ▁that ▁every ▁third ▁consumer ▁has ▁already ▁bought ▁a ▁product ▁following ▁the ▁recommendation ▁of ▁an ▁influen cer . ▁ ▁Crit ic ism ▁ ▁F ashion ▁influen cers ▁have ▁been ▁critic ized ▁by ▁journal ists ▁for ▁their ▁lack ▁of ▁trans par ency ▁on ▁spons ored ▁posts . ▁The ▁lines ▁between ▁posts ▁in ▁which ▁influen cers ▁share ▁product ▁recommend ations ▁for ▁free ▁or ▁because ▁they ▁are ▁paid ▁for ▁it ▁are ▁often ▁bl ur red . ▁In fl uen cers ▁are ▁supposed ▁to ▁mark ▁a ▁spons ored ▁post ▁with ▁has ht ags ▁such ▁as ▁# ad ▁or ▁# sp ons ored , ▁but ▁often ▁use ▁less - ob vious ▁has ht ags ▁like ▁# sp ▁or ▁non ▁at ▁all . ▁ ▁Due ▁to ▁this ▁lack ▁of ▁trans par ency , ▁the ▁U . S . ▁Federal ▁Trade ▁Commission ▁( FT C ) ▁sent ▁out ▁do z ens ▁of ▁warning ▁letters ▁to ▁Inst