Influencers: Brand Rocket Fuel or PR Timebomb?
Once upon a time, we trusted a nice man in a white coat to sell us toothpaste. These days, it's a 23-year-old with a ring light and a discount code for collagen powder. Influencers have become an inescapable part of the marketing landscape—and when chosen well, they can deliver brilliant results. But, like trying to microwave fish in an open-plan office, the wrong choice can stink out the entire building.
Let’s be clear: influencers aren’t the problem. The wrong influencers are. The ones who, in the heat of a live stream, say something that makes your brand director spill their oat flat white. The ones who turn out to have a past more chequered than a Formula One finish line. Or the ones who simply don’t align with your brand values but looked good in the pitch deck.
Remember the global fashion brand that partnered with a reality star famous for saying things best left in the drafts folder? Sales plummeted. Or the cosmetics company who linked arms with a controversial YouTuber, only to find themselves at the centre of a social media firestorm. Millions spent; trust obliterated.
Influencer marketing isn’t inherently dangerous. But it does demand due diligence. A pretty grid and high follower count are not the same as credibility or cultural fit. You’re not just borrowing their audience—you’re borrowing their behaviour, their tone, and their baggage.
So how do you get it right?
Choose influence over influencers: People who genuinely connect with your audience, not just those who collect likes like Pokémon cards.
Vet like your brand depends on it (because it does): Do your homework. Look at past content, partnerships, values, and yes—tweets from 2014.
Be clear on expectations: Transparency, alignment, and a mutual understanding of tone and brand voice are non-negotiable.
Used wisely, influencers can amplify a brand with authenticity and reach. Used recklessly, they’re a liability with a selfie stick. Choose carefully—or risk becoming a cautionary tale in someone else’s keynote.