Social media influencers are increasingly utilised by businesses for marketing campaigns. Yet serious issues can arise when these influencers don’t fully align with the brand’s ethos or values. This mismatch can lead to a loss of trust among consumers, damaging brand reputation.

Moreover, there’s a danger of influencers becoming overexposed, endorsing too many products, and losing credibility. This can make their endorsements seem insincere, further eroding trust.

Another risk is that influencers may not always be as influential as they appear. Their large follower counts can be deceptive, with many followers being inactive or fake. Even genuine followers may not be engaged, meaning that the influencer’s posts may not have the desired impact.

Finally, there’s the issue of transparency. Influencers are now required to disclose paid partnerships, but not all do. This lack of transparency can also harm trust and damage a brand’s reputation.

In conclusion, while influencers can be a powerful tool for marketing, they must be used wisely. Brands should carefully consider the influencer’s alignment with their values, their credibility, their actual influence, and their transparency.

Overall, it’s crucial for businesses to be discerning when selecting influencers and to monitor their campaigns closely to ensure they are effective and maintain trust.

Go to source article: http://paulwallbank.com/2016/02/29/shiny-happy-people-the-problem-with-social-media-influencer-campaigns/