Negative Effects of Influencer Marketing

Influencer marketing is a popular strategy used by all types of brands.  It’s basically a shiny new term for celebrity endorsement, but it’s become more about bloggers than celebrities.  Sure, Nutrisystem still relies on celebrity and consumer testimony in their infomercials, but that technique has become outdated.  

Bloggers are the big moneymakers now, and that’s precisely how they make their money.  Federal law now dictates that bloggers must disclose clearly when they receive free product from sponsors, but many bloggers don’t always abide by the rules, or circumvent them in a way that manipulates users.   This is unfair to consumers.

It’s a tricky situation for marketers, because the idea behind influencer marketing is that the product is integrated into the influencer’s daily life, as if they’ve been using it for years.  It shouldn’t be obvious that they are marketing, because that will make consumers feel duped.  However, that’s exactly what’s happening.  Consumers are being duped and it’s an issue that needs to be addressed in the industry.

Having thought leaders endorse a product is not a bad strategy, but for some it blurs the lines of business ethics.  Marketers should always make sure their thought leaders are clearly disclosing their free product.  If that’s not going to work out, then the brand needs to consider a different strategy.