With declining print numbers, decreasing broadcast reach and the slow death of traditional advertising, brands are turning more and more to social media to win fans and influence consumers. But, just as social media can make influencers, it can also be the instrument of their destruction.
SA celeb Shashi Naidoo recently found herself in the social media spotlight for all the wrong reasons. After writing a lengthy post on Instagram about the Israel-Palestine conflict, which included referring to Gaza as a ‘sh*thole’, she received multiple death threats and lost many endorsement deals, including those with GlamPalm Africa and horse racing company, Gold Circle. Shashi even held a press conference to explain her post and talk about how she was going to make amends, but the damage to her brand had been done. Just last week Shashi went to Palestine as part of her attempts at reparation but was refused entry into the region.
Stay true to what you stand for – The primary reason for influencer marketing being so popular is that what influencers post really resonate with their fans. Your followers may value your wacky take on fashion trends, or love your tongue-in-cheek cooking videos, or relate to your posts on life as a twentysomething in Cape Town. Remember, then, that authenticity is key. The content you post and share should reflect who you really are.