When Influencer Marketing Crosses the Line: Navigating the Ethics of Social Media Influence

With over 300 million subscribers on YouTube and a Time Magazine cover to his name, MrBeast has become one of the most recognizable figures in the world. Known for his extravagant stunts—such as being buried alive, staying in a $1,000,000 hotel room, and surviving solitary confinement—he captures global attention like few others. Alongside his fame, however, comes controversy. From his chocolate brand, Feastables, to his recent collaboration with KSI and Logan Paul on Lunchables, MrBeast’s ventures have sparked heated debates, particularly amid claims of potential lead contamination in the latter. Despite such controversies, these brands continue to attract millions of consumers, many of whom are young and impressionable. MrBeast’s rise demonstrates the immense power of social media marketing—an influence capable of driving positive change but also rife with ethical challenges.

Social media marketing has exploded over the past two decades, with platforms like YouTube amassing over 2 billion users. In this time, we’ve seen the meteoric rise of platforms like Instagram and TikTok, while others, such as MySpace, faded into obscurity. One key differentiator between successful and failed platforms is the use of short-form content. As attention spans grow shorter, platforms leverage machine-learning algorithms to curate personalized, engaging content that keeps users scrolling for hours. While effective for driving engagement, these strategies also raise questions about their long-term societal impacts.

Social media’s meteoric growth hasn’t come without significant concerns. Numerous studies have linked heavy social media use to mental health challenges, particularly among Generation Z. Marketers who capitalize on shorter attention spans must acknowledge the potential consequences of the content they create. Beyond the mental health implications, influencers have been at the center of controversies over promoting dubious products. 

For instance, the aforementioned Lunchables brand has faced backlash over alleged lead contamination. Similarly, influencers like Logan Paul have been embroiled in scandals involving NFT and cryptocurrency scams, such as CryptoZoo, which cost fans millions of dollars in 2022. These examples highlight the need for influencers to tread carefully when endorsing products or services. A single misstep can erode trust and harm vulnerable audiences.

Despite the challenges, influencers have also driven significant positive change. MrBeast, for example, has donated millions of dollars to charitable causes and his fans, setting an example of how massive followings can be leveraged for good. Through cause marketing, influencers can shine a spotlight on important societal issues, encouraging action and driving awareness.

Social media marketing holds immense potential for both brands and influencers. For two decades, it has demonstrated consistent growth, offering opportunities to connect with audiences and champion meaningful initiatives. However, with this power comes great responsibility. Marketers and influencers must approach their roles with ethical foresight, recognizing the impact their actions have on billions of people. Whether creating viral content or promoting products, the balance between profit and responsibility is critical. Influencer marketing, while undeniably impactful, must always be wielded with care. 

By setting higher ethical standards, we can ensure that the power of social media is harnessed to inform, inspire, and uplift—rather than exploit.

Written by: Jacob Goroff