In the dynamic realm of social media, influencers have a large amount of power to shape brand perceptions and drive engagement. A viral moment can pivot the life of both an influencer and a business. This influence, however; comes with its own set of challenges and can be a double-edged sword for brands seeking online success. When misused or misunderstood, just one person can lead to a viral disaster for brands. In this article, we will explore the potential pitfalls of influencer collaborations, and how these partnerships can go awry and negatively affect a brand's reputation.
Customer Dissatisfaction
Customer dissatisfaction is the most unpredictable viral disaster. If a video highlights a customer’s bad experience with a brand's products or services and it goes viral, it can amplify any existing issues. The video may go viral, drawing attention to customer complaints and potentially discouraging new customers from engaging with the brand.
In 2009 United Airlines experienced a viral disaster that cost them millions. A passenger experienced an unfortunate event where their guitar was broken during transportation. Unfortunately for United Airlines this passenger was Dave Carroll, a social media influencer and artist. Dave uploaded a video to his YouTube with a song about the incident. The video currently has over 23 million views. United Airline stocks fell by 10% and they lost over $100 million dollars after that viral moment.
Negative Influencer Collaborations
Sarah Little a Forbes Council Member once said that “an influencer runs their own social media accounts, meaning you lack control over them. As such, an influencer might post something that doesn’t align with your brand and could damage your brand’s reputation.”
If a viral video portrays an influencer that is associated with a brand in a negative light, whether through controversial content, offensive behavior, or product issues, it can lead to a widespread of negative publicity. This can damage the brand's reputation and ruin consumers trust.
Over the last few years, we’ve witnessed many brands publicly drop ambassadors due to a viral offenses that go against their morals or policies. In 2013 rapper Rick Ross quoted in the song “U.O.E.N.O,” “Put molly all in her champagne, she ain’t even know it. I took her home and I enjoyed that, she ain’t even know it.” Many found this to be extremely offensive. Reebok had a deal with Rick Ross at the time and dropped their partnership to avoid any damages caused by associating themselves with him.
Misinformation Spread
Viral videos may sometimes contain misinformation or false claims about a brand or its products. When such content spreads rapidly, it can harm the brand's credibility, and correcting the misinformation may be challenging.
In the dynamic realm of social media marketing, influencers wield substantial power to shape brand narratives and consumer behavior. However, this power is a double-edged sword; it harbors the capacity for both unparalleled promotional success and catastrophic brand crises. As we have seen with cases like United Airlines and Rick Ross, a single viral incident can amplify customer dissatisfaction or reflect poorly on a brand through negative associations, leading to significant financial and reputational damage.
Consequently, brands must tread carefully, ensuring that influencer partnerships align with their values and messaging. The viral potential of social media is not to be underestimated, nor is the savvy required to navigate its waters. In this landscape, brands must not only be creators of content but also curators of character, continuously vigilant of the narratives being woven around them. In the digital age, A brand's integrity is its most valuable asset, and it is the trust in this integrity that influencers must amplify, not endanger.
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