Influencer marketing has emerged as a force to be reckoned with for brands seeking to increase their visibility, establish credibility, and generate sales. With social media giants such as Instagram, TikTok, and YouTube commanding consumer attention, companies tend to rely on influencers to market their products or services. Yet, while influencer partnerships can reap massive rewards, there is a shadowy side that most brands ignore—one where viral stardom goes awry, destroying reputations and squandering marketing budgets.
At 7thGrowth, a Canadian business marketing firm, we subscribe to the idea of utilizing digital means that generate lasting growth. While influencer marketing may be great, it is also important to recognize its traps in order not to make expensive blunders.
1. Fictitious Followers and Engagement Fraud
One of the most dangerous influencer marketing risks is working with influencers who have bought their way into being popular with fake followers or bought engagement. They might look popular, but since their followers aren’t real, your ads won’t reach actual potential buyers.
How to Avoid It:
- Utilize analytics tools to review engagement rates (likes, comments, shares compared to followers).
- Watch for real interaction—actual followers leave deep comments.
- Collaborate with micro-influencers (10K–100K followers) who tend to have better engagement than mega-influencers.
2. Incongruity with Brand Values
Not all viral influencers are suitable for your brand. Certain influencers might have a shady past, indulge in questionable activities, or espouse conflicting values. If they become embroiled in controversy out of the blue, your brand might find itself in the firing line.
Example: A beauty brand partnering with an influencer who later faces scandal for unethical behavior risks damaging its own reputation by association.
Solution:
- Research influencers thoroughly—check their past content and public perception.
- Ensure their audience aligns with your target demographic.
- Have a crisis management plan in case things go wrong.
3. Overdependence on Short-Term Virality
Influencer marketing can create fast buzz, but virality usually doesn’t last. If you’re doing an entire marketing plan with influencers with no long-term strategy (such as SEO, email marketing, or lead-gen content strategies), you may have a temporary increase in traffic with no lasting growth.
The Fix:
- Integrate influencer marketing with evergreen strategies such as SEO and content marketing.
- Use influencer content in advertisements or reuse it in other campaigns.
- Emphasize creating your own audience instead of merely borrowing an influencer’s.
4. Inauthenticity and Consumer Skepticism
Consumers today are smart—they can recognize forced or artificial promotions from a mile away. If an influencer endorsement comes across as scripted or fake, it can boomerang, making your brand appear untrustworthy.
How to Stay Authentic:
- Allow influencers to use your product organically before promoting it.
- Encourage genuine reviews instead of overly produced ads.
- Select influencers who already adore your niche—their enthusiasm will translate.
5. Legal and Compliance Risks
Most nations, such as Canada, have stringent advertising regulations mandating influencer disclosure of paid collaborations. If an influencer doesn’t comply, your brand may be subject to legal action or penalties from regulatory agencies.
Remain Compliant By:
- Clearly defining disclosure expectations in agreements.
- Tracking posts to ensure accurate labeling (e.g., #Ad or #Sponsored).
- Staying current with FTC and ASC (Advertising Standards Canada) regulations.
The Bottom Line: A Balanced Approach Wins
Influencer marketing isn’t necessarily evil—it’s a highly effective tactic when done properly. However, using only influencers in a non-diversified marketing plan can mean throwing money down the drain and PR catastrophes.
We at 7thGrowth assist companies in executing lead-based content strategies, quick-loading websites to generate leads, and Google ranking services to gain long-term success. When you think about influencer marketing, we suggest using it with other tested strategies to have a balanced approach.
Looking for more sustainable, safer marketing solutions for business expansion? Let’s talk today about a strategy fitted to your brand.
