The Potential Perils Of Influencer Marketing
“Influencer marketing” has become an increasingly popular tactic for spreading the word about new brands and new products.
And this makes sense; getting a vote of confidence from a well-known social media personality can inspire a sea of followers to reach for their wallets. And, in many cases, it does.
However, as recent headlines have showcased, there is an absolute downside to this route. Having a celebrity endorse an event or item that isn’t well-executed or effective can tarnish both their reputation and your company’s standing in the industry.
Plus, this type of ill-advised alliance will most likely be mercilessly mocked by the public, somewhat “lift up the curtain” of behind-the-scenes branding, exposing the fact that these seemingly enthusiastic endorsements actually stemmed from the fact that they were paid to promote something or that they were gifted with freebies. And this shatters consumers’ trust of all parties (as it should, perhaps).
Sure, when you have all of your ducks in a row and you enlist the help of a brand-compatible individual—and yes, the “brand-compatible” component really, really matters—influencer marketing can be a worthwhile option to consider. But it isn’t the be-all and end-all marketing power move that many people make it out to be.