it's money funneling down to people like natalie m. rossi, who quit her finance job to do the influencer thing full time. >> just like a risk that i needed to take. >> natalie is closing in on a half a million followers who love her photograph regardless of whether or not those kenneth cole shoes were part of an advertising deal. >> i have to ask, everyone wants to know. how much can you make on an annual basis doing this? >> i'm in the six-figure range and yeah comfortable. >> but all these sponsored posts have raised some red flags. >> selena gomez is the most followed person on instagram. how much is sne she advertising to us? >> quite a bit and more than many people may know. >> it's the wild west right now. the vast majority of social media influencers are not disclosing these are ads. >> including see lee na's coke ka cola post. it only posted the word ad after it was required to. >> can the ftc enforce the rules? >> to date the ftc has only brought four actions against companies that have violated the social media influencer rules and