Influencers and Brand Image - An Evolving But Risky Marketing Model

In today's digital age, brand marketing has increasingly focused on social media as a key tool for promoting their companies and gaining popularity for new and existing products. This includes the use of influencers—individuals who generate interest in products by featuring them in social media posts. Companies rely on the credibility and authenticity of influencers to convince consumers to buy their products.

Social media is one of the most utilized forms of marketing today, with platforms like Instagram, TikTok, and Pinterest providing opportunities to engage audiences. However, marketers face the challenge of capturing attention within limited time frames—such as singular Instagram posts or 30-second TikTok videos. Users can easily scroll between different platforms and content, giving marketers only brief moments to convey their message. In response, companies have developed a range of strategies to stand out among the millions of competing brands, including influencer marketing.

While influencer marketing has proven to be an effective strategy for modern companies looking to grow their brands, some remain hesitant to adopt it. A major concern is maintaining their brand identity. When an influencer is chosen, they essentially become a public face of the brand, and anything they do—positive or negative—reflects back on the company. Additionally, all of an influencer’s past content remains accessible online, which could lead to unwanted controversy for the brand. This makes choosing an influencer a critical decision, as it can significantly impact a company’s image and future direction.

The permanence of online content means that everything shared on social media can be saved and resurfaced, which adds another layer of risk for brands. Fortunately, aspiring influencers are increasingly mindful of what they post, which helps in the selection process for companies seeking partnerships. Despite the risks, influencer marketing offers substantial rewards and can be a powerful growth strategy when brands conduct thorough research and planning to ensure the best outcomes.

By: Julia Scotti