Dark side of social media influencers

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Unveiling the Dark Side of Social Media
Influencers Understanding the Challenges and
Implications
In recent years, influencer marketing has emerged
as a prominent strategy for cannabis brands to
connect with their target audience and promote
their products or services. While many
influencers maintain ethical practices and
establish mutually beneficial relationships with
brands, it is important to acknowledge that there
are instances where influencers take advantage of
brands. In this article, we will explore some of
the key issues and shed light on why working with
numerous young influencers may not always be the
best approach. 1. Lack of Authenticity
Authenticity plays a pivotal role in influencer
marketing. However, some influencers prioritize
their personal gains over maintaining genuine
connections with their audience and brands. They
may endorse products they don't genuinely use or
believe in, which leads to a lack of trust among
their followers and the wider online community.
This behavior not only harms the reputation of
the brand being promoted but also erodes the
credibility of influencer marketing as a
whole. 2. Shallow Engagement The success of
an influencer is often measured by their follower
count, but this metric can be misleading. Some
influencers focus solely on increasing their
numbers without dedicating enough attention to
building meaningful connections or engaging with
their audience. As a result, cannabis brands may
find themselves partnering with influencers who
have a large following but low engagement rates.
This can lead to ineffective campaigns and wasted
resources, which are not tax deductible. Unless
the influencer is posting content in lingerie
solely for the purpose of attracting views, the
engagement may not be genuine. 3. Exploitative
Practices In certain cases, influencers may
exploit their relationships with brands for
personal gain. They might demand exorbitant fees,
extravagant perks, or free products without
providing adequate value in return. This
exploitation can strain brand budgets and create
an unsustainable working dynamic. Furthermore,
influencers who engage in questionable practices
like buying fake followers or engagement can
manipulate brands' perception of their reach and
influence. 4. Inconsistent Messaging When
brands collaborate with influencers, their aim is
to align their message and values with those of
the influencer. However, some influencers may
switch between endorsing competing brands or even
promoting contradictory products. This
inconsistency can confuse consumers and dilute
the brand's image and positioning.
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It is essential for brands to thoroughly research
an influencer's past affiliations and
partnerships to ensure they are aligned with the
brand's values and target audience. 5. Lack of
Professionalism Influencers, like any other
professionals, should uphold a certain level of
professionalism when working with brands. This
includes meeting deadlines, delivering
high-quality content, and adhering to agreed-upon
guidelines. Unfortunately, some influencers may
exhibit unprofessional behavior, such as failing
to deliver content as promised, disregarding
brand guidelines, or engaging in public feuds
that can harm a brand's reputation. It is not
uncommon for cannabis influencers to have high
expectations and very little follow-through, even
when they are sent a PR package from someone
outside of the cannabis industry. An example of
this would be an influencer intentionally leaving
out a minority-owned brand from their content,
despite being curated by the brand, while still
praising other items in the box. Given these
potential pitfalls, it is crucial for brands to
exercise due diligence when selecting influencers
to partner with. Hearsay and assumptions are not
reliable in these situations. Conducting thorough
research, analyzing an influencer's past behavior
and collaborations, and assessing their audience
engagement can help brands make informed
decisions and avoid working with influencers who
may take advantage of the relationship. Building
long-term relationships with influencers who
embody authenticity, professionalism, and a
genuine interest in promoting the brand can yield
more meaningful and successful partnerships. It
is important to acknowledge the implications of
these issues not only for brands and influencers
but also for the followers. Our study warns
social media users of problematic engagement and
its consequences. Social media users who are
attracted to influencers can become easily
attached and engage excessively, leading to
potential negative effects on their well-being.
Users need to be aware of these risks and exert
self-regulation to manage their interactions with
influencers. For example, followers can
consciously manage their participation
comprehensiveness, which refers to the reasons
for following an influencer and the extent of
their participation (such as watching, liking,
commenting, and sharing). This can be achieved by
utilizing the phone's functions and tools, such
as setting daily time limits on Instagram or
turning off notifications for the app. Social
media influencers should also be mindful of their
followers' problematic engagement. Although it
may contradict their goal of increasing follower
engagement, they can focus on creating a healthy
relationship with their followers. For instance,
influencers can openly address the issue of
problematic engagement and show care for their
followers' well-being. This approach contributes
to the sustainability of the relationship, as
studies have shown that social media users with
problematic behavior are more likely to
discontinue using platforms over time.
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Further research on the dark side of social media
influencers is needed, and we call for future
studies to explore additional negative
consequences such as followers' anxiety,
depression, and the impact of following
influencers on followers' well-being. Implications
for Influencers and Followers Our study
highlights the potential problems associated with
social media influencers and their impact on
followers. We argue that social media users who
are attracted to influencers can easily develop
strong attachments and engage excessively, which
can lead to negative consequences. It is
important for users to be aware of these risks
and take steps to manage their interactions with
influencers. One factor that contributes to
attachment development is the comprehensiveness
of followers' participation, including watching,
liking, commenting, and sharing content. However,
followers can consciously manage their engagement
by utilizing the functions and tools available on
their phones. Setting daily time limits on
Instagram or turning off notifications for the
app can help users maintain a healthy
balance. Social media influencers should also be
mindful of their followers' problematic
engagement. While their goal may be to increase
follower engagement, they can prioritize creating
a healthy relationship with their audience. This
can be achieved by openly discussing the issue of
problematic engagement and demonstrating care for
their followers' well-being. Research suggests
that social media users with problematic behavior
are more likely to discontinue using platforms
over time, so fostering a positive and supportive
environment is crucial for sustainability. Further
research is needed to explore the negative
consequences of social media influencers in more
depth. This includes investigating the impact on
followers' anxiety, depression, and overall
well-being resulting from following
influencers. By conducting thorough research,
setting clear expectations, and actively
monitoring influencer performance, brands can
mitigate the risks associated with unreliable
influencers. It is crucial to collaborate with
influencers who demonstrate professionalism,
authenticity, and a genuine interest in promoting
the brand's values. Long-term partnerships built
on trust and shared goals are more likely to
yield positive results. Furthermore, brands
should diversify their marketing strategies and
not rely solely on influencer endorsements.
Exploring other avenues such as owned media,
creative advertising, or collaborations with
reputable content creators can create a
well-rounded marketing approach that is not
solely dependent on influencers. This helps
reduce the potential negative impact of
unreliable influencers on brand campaigns and
resource allocation.
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By thoroughly researching influencers,
establishing clear expectations, and actively
monitoring their performance, brands can mitigate
the risks associated with unreliable influencers.
Look for influencers who demonstrate
professionalism, authenticity, and a genuine
interest in promoting the brand's values.
Long-term partnerships built on trust and shared
goals are more likely to yield positive
results. Moreover, it is essential for brands to
diversify their marketing strategies and not
solely rely on influencer endorsements. By
exploring other avenues such as owned media,
creative advertising, or collaborations with
reputable content creators, brands can create a
well-rounded marketing approach that is not
solely dependent on influencers. In conclusion,
while influencer marketing can be an effective
strategy for cannabis brands, it is crucial to
approach it with caution and conduct thorough
research. It is true that not all influencers
possess a strong work ethic or a realistic view
of the world. The allure of fame, free products,
and financial gains can sometimes lead
influencers to prioritize their own interests
over maintaining genuine connections and
delivering on brand expectations. Brands should
be aware of this potential unreliability and
exercise due diligence in selecting influencers
for partnerships.