When Influencer Marketing Goes Wrong

Influencer marketing is one of modern advertising’s fastest growing tactics, allowing brands to access niche audiences through the trusted voice of an influencer. Whether it’s fashion or beauty, technology or fitness–companies are spending billions each year on influencers. They help to transmit their business message farther than it would otherwise go. However every influencer campaign is not a winner. Some turn out disastrously for brands, costing them both money and reputation (or even business). And not just the brand itself–the people who have linked their names with a brand are also injured in these fiascos. It can even be said that damage done by some marketing collapses is irreparable.

What happens when influencer marketing backfires? How can you protect your own campaigns from disaster? This blog dissects the biggest errors made by brands and gives real-world cases of influencer marketing gone wrong as well as tips on how to protect your own campaigns.

Common Mistakes in Influencer Marketing

Choosing the Wrong Influencer

Being honest, the biggest trap in influence marketing must be your influencer and brand values, voice and audience alignment don’t match. Collaborations with dissimilar others bring disconnection, low engagement or worse.

For example, in 2017 a fitness brand signed a partnership deal with an influencer who didn’t even work out and was miles removed from the industry. The commentary on the post exposed conflict outside perceptions immediately, eventually tarnishing this campaign’s maker: let’s just say it did not help their credibility!

How to avoid it: 

Ensure your chosen influencer aligns with your brand values and resonates with your target audience. Look at factors like:

• Niche expertise
• Audience demographics
• Values and reputation

Lack of Authenticity

It’s easy for audiences to spot an inauthentic partnership. Most people are not convinced by forced promotions or overly scripted videos- they usually feel phony and make viewers tune out. In addition, admitting that you don’t use the product you’re promoting can damage both an influencer and their company’s credibility at once.

In a now notorious case, actor Scott Derick posted about his health product. In an Instagram caption, he inadvertently cut and pasted all of the company’s email brief this meant that his promotion was genuinely little more than a paycheck.

How to avoid it: 

Allow influencers creative freedom. Their followers trust them because of their originality and personality, so give them room to remain authentic while staying on message.

Ignoring Compliance Rules and Transparency

Transparency is key when it comes to influencer marketing. Both influencers and brands are legally obliged to disclose paid partnerships. When disclosures like #ad or #sponsored are absent, the campaign risks breaking FTC guidelines, leading to hefty fines and reputational damage.

For example, in 2020, a major energy drink brand faced backlash for a campaign featuring influencers who failed to label their posts as ads. The lack of transparency hurt the brand’s image and resulted in public mistrust.

How to avoid it: 

Educate your influencers on compliance laws and ensure they label partnerships with the appropriate disclosures upfront. Transparency builds trust with your audience.

Overlooking Engagement Metrics

An influencer’s follower count may feel like an obvious metric to focus on, but it doesn’t tell the full story. Many campaigns flop because brands work with influencers who have a high follower count but low engagement rates, or worse, rely on bots to inflate their numbers.

One highly publicized case involved an influencer with over 2 million followers who struggled to sell even 30 T-shirts as part of a campaign. The debacle exposed the influencer’s low engagement and lack of genuine community, turning a once-promising collab into a PR nightmare.

How to avoid it: 

Instead of focusing solely on follower count, prioritize influencers with active and engaged audiences. Tools like HypeAuditor or Social Blade can help analyze engagement rates, audience authenticity, and reach.

Real-World Examples of Influencer Marketing Gone Wrong

Fyre Festival’s Infamous Disaster

Perhaps one of the most infamous examples of influencer marketing failure, Fyre Festival partnered with high-profile influencers like Kendall Jenner and Bella Hadid to promote a luxury music festival. Social media buzz skyrocketed, thanks to influencer endorsements showcasing luxury accommodations and gourmet meals.

The reality, however, was far from glamorous. Attendees arrived to find subpar infrastructure, inedible food, and chaos. The influencers, who failed to disclose their sponsorships, faced heavy criticism alongside the festival organizers. The fiasco turned into lawsuits and irreparable damage to everyone involved.

Pepsi and Kendall Jenner

Pepsi’s 2017 ad featuring Kendall Jenner attempted to use the influencer’s popularity to send a message of unity and activism. Instead, it was widely condemned for trivializing social justice movements and exploiting activism for profit. The ad also felt insincere, leading to backlash against both Jenner and Pepsi.

Key takeaway? Influencer marketing and social issues must be handled with sensitivity and authenticity.

Elle Darby and the Hotel Drama

British influencer Elle Darby faced backlash when she asked for free accommodation from a boutique hotel in exchange for a promotional post. The hotel owner publicized her email, accusing her of entitlement. The feud quickly went viral, sparking debates about entitled influencers and fair compensation.

This incident highlighted how influencer requests can sometimes backfire and damage reputations.

How to Avoid Influencer Marketing Failures

Here are three actionable tips to help you avoid having your campaigns go off the rails:

Do Your Research

Before partnering with an influencer, take the time to dig deep into their content, audience, and alignment with your brand. Check for red flags like controversial past behavior or low engagement metrics.

Be Clear About Goals

Set expectations upfront with influencers. Define campaign goals, deliverables, tone, and compliance requirements clearly to avoid any miscommunication.

Monitor and Analyze Campaigns

Don’t just assume the campaign will run smoothly once launched. Monitor its performance closely using campaign analytics. Measure metrics like engagement rates, conversions, and ROI to evaluate success.

Takeaways on Influencer Marketing

When done right, influencer marketing can bring incredible results. But as these examples prove, overlooking key details or misaligning partnerships can end in disaster.

By choosing the right influencers, promoting authenticity, ensuring compliance, and continuously analyzing performance, you can effectively harness the power of influencer marketing to build trust, visibility, and growth for your brand.

Want to learn more about making influencer marketing work for your business? Contact us today to explore customized strategies!