INCA, GroupM’s brand-safe influencer and content marketing solution unit report, says that the influencer marketing industry is expected to grow at a compounded annual growth rate of 25% till 2025, making it a 2200 Cr. industry.
Although influencer marketing is skyrocketing, a critical point to keep in mind is – the PR crisis. Moreover, avoiding a PR crisis during influencer marketing is every brand’s aim in today’s complex world.
Why is it essential to avoid a PR crisis during influencer marketing?
Influencers can make or break the brand’s reputation. If influencer marketing is done right, it takes the brand on top, but the company might have to face people’s wrath and vexation if it fails. Below are a few examples of how influencer marketing got wrong.
- James Charles and grooming allegations
James Charles, an internet personality and makeup artist faced many accusations of grooming boys online. The first allegation came out in February 2021 when a 16-year old boy shared that Charles groomed and pressured him into exchanging explicit photographs on Snapchat. Later on, three more boys came forward on Twitter, TikTok, and Instagram. In April, Charles apologized, held himself accountable, and addressed all grooming allegations. A week after this, Morphe, a cosmetic company Charles worked closely with, suspended all the collaborations, and YouTube temporarily demonetized his channel.
- Jeffery star and her beauty line “Cremated”
One of the most influential make-up artists, Jeffery Star, launched her beauty line “Cremated” amid a global pandemic. Unfortunately, her followers attacked her for launching an eye-shadow palette when the world was preparing to face a pandemic in May 2020. Moreover, her palette came in grey, black shades and was named ‘The Morgue,’ ‘Death Certificate,’ and ‘Casket Ready’ that sounded insensitive.
- Kris-wu
When Kris-Wu, a Chinese-Canadian superstar who has been a brand ambassador for various prominent brands like Loius Vuitton, Bulgari, L’Oreal men, Kans, and Lancom, was accused of sexual misconduct by several women, the Chinese public boycotted the brands he had endorsed.
How to prevent a PR crisis during influencer marketing?
- Find the right influencer for your campaign
Damage to influencers’ reputations may lead to a situation where the brand’s esteem is spoiled.
As the consumers associate the values defended by influencers with the brand, even if the mistake is not directly related to it, every declaration of the influencer carries the potential to affect the brand. Hence, it is essential to research well about the background of influencers.
- Use social listening tools
Social listening software comes with a lot of data, analytical tools, and customizable options that help track down the right influencers for your brand. In addition, many of the software offer free trials like BuzzSumo, Hootsuite, Buffer that protects your budget.
Moreover, Google search hashtag analysis will also help gain insight into influencers’ activities.
- Analyze the profile of influencers
When looking for influential profiles, it is essential to find an influencer relevant to your brand’s niche. However, before putting your finger on any of them, a few factors must be considered like,
-
- Monitor their profile and terms for direct linkage to your products. For example, when your products focus on a healthy diet, an influencer who tries every delicacy of the world and is a food lover might not be the best fit for you.
- Analyze their activity, number of followers, engagement rate, advice to followers, and interest in feedback from followers.
- Examine if their audience is your potential customers
- Ensure that the influencers communicate and present themselves relates to your brand values.
- Demand authenticity
When thousands of posts are shared every day, the reliability of brand collaboration becomes questionable. Moreover, when influencers do not use the commodities they advertise, the trust issue increases. In addition, when influencers do not have a truthful connection with the product they promote, the brand’s reputation comes into question.
- Beware of the fake influencers.
Fake influencers are much more common, and association with them is the last thing you want when forming a new brand partnership. Moreover, investment in a fraud influencer may put you in financial and legal trouble. Therefore, ducking out fake influencers is one of the essential influencer marketing tips.
Some signs of fake influencers include,
- Overnight growth
- Generic comments
- Disproportionally high engagement
- Doubtable fame
- Fake people as their followers
However, even after many precautions, some campaigns might trigger a PR crisis unintentionally. A drafted PR crisis management guide helps them overcome the controversy during such times.
Conclusion
Influencers are called influencers because they HAVE an influence on ordinary people. If carefully chosen, they can take your brand on top. However, detailed investigation and extensive research of an influencer are mandatory before selecting any influencer.
