Influencer marketing has turned traditional methods upside down in advertising and marketing. As intermediaries, influencers leverage their trusted profiles to drive visibility, sell numbers, and increase user engagement for brands on social media platforms. But, this booming marketing strategy is not without its potholes, one of them being this new phenomenon called “influencersgonewild.”
The phrase “influencersgonewild” describes instances in which influencers act against the brand values they have advocated. That might include offensive comments, unearthing unethical behaviour or comments that create controversy and violate trust. Knowing the risks of working with problematic influencers is a no-brainer for marketers.
In this blog post, we cover the risks around influencersgonewild, share real-world examples of influencersgonewild, and list actionable steps for preventing these pitfalls in your campaigns.
The Dangers of an InfluencersGoneWild
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Reputational Damage
Influencers who indulge in wrongdoing will negatively reflect the brand they market. This can cause customers to associate these acts with the company and react negatively towards the brand. The damage can bleed across social platforms, staining reputations built over years.
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Loss of Customer Trust
Viewers follow those who they look up to and connect with. When those influencers misbehave, trust decays. Suppose your brand does have a relationship with such an influencer. In that case, you risk distancing loyal customers who feel disappointed or betrayed.
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Wasted Resources
Brands’ collaborations with influencers can be time-consuming and costly. Contracts need to be negotiated, campaigns need to be created, and metrics need to be tracked; all of these require investment. If misconduct comes to light, it could force you to cut ties and start the entire project again with a different influencer, resulting in wasted time, money and delayed campaigns.
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Controversy and Boycotts
For example, you might get some negative attention when collaborating with otherwise unpracticed influencers. Outrage on social media spreads like wildfire, leading to boycotts and demands for accountability. Negative attention of this kind can disrupt marketing efforts and damage brand equity.
Specific Examples of InfluencersGoneWild
Logan Paul and Brand Fallout
Psychology professor and YouTube influencer Logan Paul, who has millions of followers today, shared a shocking (and insensitive) video in December 2018, which drew international outrage. The fallout caused multiple brands to withdraw from sponsorships, resulting in significant revenue losses for him and the companies he worked with. This incident highlights the perils of working with influencers whose output does not come with ethical oversight.
From Jameela Jamil and her Controversial Statements
Moreover, Jameela Jamil’a’s punditry on social justice issues risked growing surreal, like a parody sliver of Mindy Kaling’s Two Dope Queens. Her brands faced pressure to denounce or distance themselves and demonstrated how even advocacy-facing influencers can inspire divisive responses.
Olivia Jade and the college admissions scandal
Influencer Olivia Jade Giannulli’s involvement in the 2019 college admissions scandal earned her widespread criticism. Immediately, brands like Sephora severed ties with her out of fear of reputational damage. Such actions outside of the platform can tarnish an influencer’s credibility and partnerships, and the case underscores the importance of this.
Best Practices for Avoiding InfluencersGoneWild
Conduct Thorough Research
Vet influencers rigorously before collaborating. And review their online history — their posts, public statements, and controversies. Services such as Brandwatch or HypeAuditor can give you an idea of an influencer’s social cred.
Establish Clear Guidelines
Create Obvious Contracts that Detail Expectations for Ethical Behavior, Social Behavior, and Brand Factors. Outline the consequences if the influencer doesn’t uphold these standards.
Monitor Content Continuously
Diligence does not stop after onboarding. Please work with your influencer regularly to screen their content and ensure it fits with your brand’s values. Use tools such as Google Alerts to monitor mentions regarding your influencer.
Focus on the Characteristics That Matter
Follower count and engagement metrics are important, but alignment with company values is more important. It is not sufficient to provide influencer services; if you cannot select influencers that align with your brand mission, your audience will likely get disconnected from your marketing efforts.
Create an Exit Strategy
Build in contractual language that allows you to cut ties quickly and legally when influencers make the news for the wrong reasons. A crisis management plan allows you to prepare for damage control.
Invest in Micro-Influencers
Micro-influencer audiences tend to be smaller but highly engaged. And they usually carry less risk since they’re less likely to find themselves mired in scandals that affect big-name influencers.
It Leads to Trust and Sustained Success
Before, influencer marketing was credible and trustworthy; now, it is up to the influencer to continue having his audience trust him. The truth is that influencers can greatly increase brand visibility. Still, they can create great risk if not selected and monitored carefully.
With proper research, clearly defined expectations and remaining vigilant, you can reap the benefits of influencer marketing without falling into the influencergonewild rabbit hole.
Remember that your brand reputation is on the line—partner with influencers who capture eyeballs and resonate with what your business truly represents.
For more expert tips or how to find the right influencers, head to our website for more business resources designed for social media marketers and business owners.