By The rise of influencer marketing has undeniably changed the landscape of advertising. With followers counting in the millions, influencers offer brands unparalleled reach and the ability to connect with audiences on a deeply personal level. However, with great power comes great responsibility, and the behavior of influencers can make or break a brand’s reputation. “Influencers gone wild” might sound like a flashy headline, but for marketing professionals, it’s a genuine concern.
This blog explores the risks of irresponsible influencer behavior, real-world cautionary tales, the legal and ethical considerations tied to influencer partnerships, and how brands can adopt best practices to protect themselves while capitalizing on the benefits of influencer marketing.
What Happens When Influencers Go Wild?
Whether it’s a poorly thought-out post, controversial behavior, or even illegal activity, influencers can quickly turn from trusted brand representatives to PR disasters. Here are some case studies showing the real impact of influencers “going wild.”
Case Study 1: The Kendall Jenner Pepsi Backlash
Perhaps one of the most infamous influencer missteps came in 2017 when Pepsi collaborated with Kendall Jenner on a commercial aimed at resonating with young, socially-conscious consumers. The ad, however, faced massive backlash for trivializing social justice movements. The fallout? An embarrassed Kendall Jenner, a wave of public criticism, and Pepsi pulling the ad within 48 hours. This incident underscores how influencer campaigns can fail when they fail to align with audiences’ values.
Case Study 2: Logan Paul’s Controversial Video
Logan Paul was at the center of controversy after posting a video from Japan’s Aokigahara Forest, featuring highly sensitive content. This decision not only led to widespread condemnation but caused several brands to distance themselves from the YouTube star. For brands, this represents how an influencer’s personal content can overshadow their corporate partnerships.
Case Study 3: Elle Darby’s Dublin Hotel Incident
Elle Darby, a UK-based influencer, faced backlash when she demanded a free stay and promotion in exchange for social media coverage at a Dublin hotel. The hotel’s public refusal led to internet debates about entitlement and influencer marketing ethics. Both parties garnered attention, but not all of it was positive, particularly for Darby’s perceived behavior.
These examples are reminders that influencers hold a key role in how your brand is perceived. Missteps, whether they seem small or large, can have long-lasting impacts on corporate image and customer trust.
Legal and Ethical Implications
While inappropriate behavior can tarnish a brand’s image, the stakes get even higher when legal ramifications come into play. Brands must consider the legal and ethical side of influencer partnerships to protect all parties.
Disclosure and Transparency Laws
By law, influencers must disclose if their posts are sponsored. Regulatory bodies like the Federal Trade Commission (FTC) in the United States and the Advertising Standards Authority (ASA) in the UK strictly enforce these rules. Failure to disclose partnerships can result in fines, legal consequences, and reputational damage for both influencers and brands.
Ethical Considerations
Beyond legal requirements, ethical concerns should also factor into influencer campaigns. Representing a company means the influencer should align with the brand’s values. Misrepresentation, promoting unhealthy lifestyles, and being involved in controversies can negatively reflect on your company. An ethical alignment is crucial to maintaining a brand’s integrity.
Consequences for Non-Compliance
Brands must ensure that influencers they work with comply with rules and ethics. For example, not disclosing paid partnerships could leave brands facing fines along with influencers. More than that, a brand may find their own customer base beginning to question their credibility.
Best Practices for Managing Influencer Partnerships
Despite the horror stories, influencer marketing remains one of the most effective strategies for reaching your target audience. The key lies in actively vetting and managing your influencer relationships. Here are actionable tips to keep in mind:
1. Do Your Research
When choosing influencers, look beyond follower count. Investigate past behavior, the type of content they post, brand affiliations, and audience engagement. Tools like Social Blade and HypeAuditor can help assess metrics and past trends to ensure potential influencers align with your brand values.
2. Establish Clear Guidelines
Set expectations upfront. Before entering into a partnership, create a detailed agreement that clearly outlines:
- Brand guidelines
- Dos and don’ts for content
- Posting schedules
- Disclosure requirements
Having a framework in place ensures everyone is on the same page and minimizes risk.
3. Monitor Content Regularly
Don’t set and forget. Engage with the influencer throughout the partnership and review their content before it goes live. Most issues arise when influencers stray from brand guidelines without oversight. Active monitoring can catch potential issues before they blow up.
4. Be Transparent About Compensation
Fair pay fosters trust between you and the influencer. Being stingy or unclear about compensation can breed resentment and result in half-hearted promotion. At the same time, transparent compensation practices help prevent accusations of shady deals.
5. Have a Crisis Management Plan
Even with careful planning, things can go wrong. Be prepared with a crisis management strategy:
- Designate a team to handle any fallout.
- Communicate promptly and directly with the public.
- Show accountability without deflecting responsibility.
6. Maintain Two-Way Communication
Treat influencers as an extension of your team. Regular communication and feedback create strong, productive relationships. Keeping influencers informed of changes in branding or policy also reduces potential inconsistencies.
7. Audit Partnerships Frequently
Influencers evolve and so should your partnerships. Regularly audit your influencers to ensure they remain aligned with your brand’s goals and values.
The Power of Responsible Influencer Marketing
When managed responsibly, influencer marketing can deliver a significant return on investment. However, partnerships must go beyond follower counts and likes. They should be built on shared values, transparency, and active communication.
To safeguard your brand, take a proactive approach in selecting and managing influencers. Build relationships based on mutual trust and clearly defined responsibilities. With these measures in place, you can confidently leverage influencer marketing without falling victim to “influencers gone wild.”
