Investing in celebrities means that brands are at a bigger risk of causing themselves a PR scandal if something goes wrong; it also means that brands are paying a hefty price tag for an audience who is not necessarily relevant. Alternatively, investing in a pool of many micro-influencers with a smaller social media following is more effective to trigger a better return on investment, reach a more relevant audience and for a significantly lower cost than one celeb. Micro-influencers are seen as ‘everyday people,’ and their content is more relatable to their audience, thus more persuasive to their audience.
You can't fail if you're a Dog Influencer
When celebrity influencer Kim Kardashian, who has 44 million followers on Instagram, partnered with a pharmaceutical company, the campaign attracted attention for the wrong reasons. In her initial Instagram post about the product she was promoting, Diclegis, a medication for morning sickness, Kardashian left out the side effect and safety information that the FDA requires to be included in pharmaceutical posts.
Perhaps one of the most mortifying examples of influencer marketing gone wrong happened with Kendall Jenner’s Pepsi ad, which was heavily criticized as tone-deaf for its take on the Black Lives Matter movement. It depicted Jenner, who is not exactly known for being an activist, diffusing the tension at a protest by handing a bottle of Pepsi to a police officer.
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