Discover the potential pitfalls of influencer marketing. Recent mishaps with major brands like Shein, Tarte, and Bud Light have proved very costly. What’s the secret to navigating the ever-changing landscape, choosing influencers wisely, and safeguarding your brand? Let’s explore.

In the ever-evolving landscape of digital marketing, influencer collaborations have become a powerful tool for brands seeking to connect with their target audience. Recent mishaps involving major brands like Tarte, Shein, and Bud Light underscore the importance of choosing influencers and the content they create wisely. 

The lessons learned from these controversies shed light on the potential risks and rewards associated with influencer marketing. From these mishaps, you can learn volumes about how you can choose your influencing partner and safeguard your brand.

The Shein Saga: A Lesson in Perception:

Shein's attempt to refurbish its image by inviting American influencers to its manufacturing centers backfired spectacularly. Despite showcasing a sleek and automated facility, the people did not believe the influencers. As a result, the influencers who made the trip faced severe backlash on social media platforms like TikTok. 

The public accused them of sharing "propaganda," highlighting the importance of authenticity in influencer marketing.  James Nord, founder of the influencer marketing platform, Fohr, emphasizes that brands must acknowledge the shift in narrative control. 

In January, cosmetics label Tarte was slammed as out-of-touch when it flew 50 creators to Dubai for an elaborate getaway. In April, Bud Light sent a customized can to transgender influencer Dylan Mulvaney. She was not a member of Bud Light’s primary target market. As a result, the Bud Light consumers revolted, and that backlash caused the brand to lose its standing as the US beer sales leader and significant market value. . 

Tarte got embroiled in more influencer trouble again in May.  Bria Jones, a Black influencer who the brand flew to an F1orida race in Miami, claimed she received inferior treatment compared with white influencers on the same trip. Her followers revolted against her client, Tarte, and the bad publicity harmed the brand.

"Brands have lost control of their stories," James Nord warns. This indicates that the era of dictating a brand narrative solely through advertising dollars may be over. Allowing influencers to put their personal “spin” on the brand message can often have poor consequences.

The Changing Landscape of Influencer Marketing:

The explosive growth of TikTok has been a game-changer in the influencer marketing arena. TikTok's algorithm has the power to catapult content into viral stardom. Content can reach audiences far beyond an influencer's immediate followers. This shift requires brands to approach campaigns with both their target customers and the broader public in mind.

Danielle McGrory, founder of communications agency, Communité, notes the heightened stakes on TikTok, where a single misstep can lead to a campaign spreading like wildfire. The nature of influencer partnerships has evolved as well, with a greater emphasis on the content itself. 

Brands now leverage influencers not just for their audience but for their creative abilities in crafting impactful advertisements. Sometimes these messages can have unintended consequences depending upon the influencer.

Finding The Right Influencer:

To safeguard your brand from potential pitfalls, a thorough vetting process for influencers is crucial. McGrory advises brands to delve beyond aesthetics and scrutinize influencers' past behavior and comments. 

Understanding the influencer's values and the prevailing sentiment in their audience is essential to avoid misalignments that could damage a brand's reputation. It is also important that the influencer you choose is compatible with the primary target market and customer base that supports your brand. It is important that in the quest for new customers, your influencer does not alienate your current buying audience.

Consumer awareness has reached new heights, with audiences becoming more discerning about paid content. They are more skeptical and when a message is not authentic, they can see right though it.

Evan Wray, co-founder of Mavely, stresses the importance of authenticity. He notes that consumers can identify when an influencer's endorsement feels insincere or is inconsistent with their usual content.

Proactive Measures for Brand Protection:

Preparation is key in the unpredictable realm of influencer marketing. Brands should anticipate potential issues. It is important to map out worst-case scenarios before the first posts go live. 

Equipping influencers with talking points for common questions ensures a more cohesive response strategy. Brands should also be ready to stand by their influencers, if they uphold their end of the partnership. 

Responding swiftly to unforeseen issues and standing against bad-faith hate campaigns demonstrates a brand's commitment to its values and its partners.

Influencer marketing remains a potent force in the digital era, but brands must adapt to the evolving landscape. Choosing influencers wisely, understanding the nuances of each platform, and preparing for potential challenges are essential steps in crafting successful and controversy-free campaigns. 

As brands navigate this dynamic terrain, the lessons learned from past mishaps serve as valuable guideposts for a more informed and strategic approach to influencer collaborations.

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About the Author

Fashion expert, Allison Howmann, graduated from the Fashion Institute of Technology where she majored in Fashion Design and Minored in International Trade and Marketing. She has spent over 6 years in the NYC Fashion Industry utilizing her Design and Marketing skills. Allison has worked with several successful brands to help create their winning fashion development, small business operations, and sales and marketing strategies. You can find her creating original content on the V.Mora blog and the V.Mora Instagram.