In recent years, we have seen that one term has come out and it is called social media influencer. Basically, this term has now become a profession and people are now desperately trying to become influencers. One thing to note here is that you can’t apply anywhere to become a social media influencer.
All you have to do is get yourself out there on the internet and produce content that would bring followers to your account. Once people follow you and get influenced by you, you automatically become an influencer because people are getting influenced by what you say and what you tell them to do.
While we knew that this was the case, a new report from Financial Times now shows that the brands have started to fear social media influencers as well. A mattress brand named Casper has just released notes in which it says that social media influencers are stock market listing risk factor.
Casper says that social media influencers have the power of making or breaking the brand’s identity. From this, Casper means to say that if a brand gets a bad promotion from an influencer who has a reputation in the space, it is sure to degrade the brand’s image.
This is also the reason why brands try to play safe with the influencers and you might see the brand trying to solve matters with the influencers if they get bad press. Casper wrote that “Use of social media and influencers may materially and adversely affect our reputation,”.
They added that “Influencers with whom we maintain relationships could also engage in behaviour or use their platforms to communicate directly with our customers in a manner that reflects poorly on our brand and may be attributed to us or otherwise adversely affect us”. Last year, Online fashion brand Revolve also said that they need to maintain a positive relationship with influencers to drive visits to the site.