Unveiling the Dark Side of Social Media Influencers: Understanding the Challenges and Implications

In recent years, influencer marketing has emerged as a prominent strategy for cannabis brands to connect with their target audience and promote their products or services. While many influencers maintain ethical practices and establish mutually beneficial relationships with brands, it is important to acknowledge that there are instances where influencers take advantage of brands. In this article, we will explore some of the key issues and shed light on why working with numerous young influencers may not always be the best approach.

Lack of Authenticity: Authenticity plays a pivotal role in influencer marketing. However, some influencers prioritize their personal gains over maintaining genuine connections with their audience and brands. They may endorse products they don't genuinely use or believe in, which leads to a lack of trust among their followers and the wider online community. This behavior not only harms the reputation of the brand being promoted but also erodes the credibility of influencer marketing as a whole.

Shallow Engagement: The success of an influencer is often measured by their follower count, but this metric can be misleading. Some influencers focus solely on increasing their numbers without dedicating enough attention to building meaningful connections or engaging with their audience. As a result, cannabis brands may find themselves partnering with influencers who have a large following but low engagement rates. This can lead to ineffective campaigns and wasted resources, which are not tax deductible. Unless the influencer is posting content in lingerie solely for the purpose of attracting views, the engagement may not be genuine.

Exploitative Practices: In certain cases, influencers may exploit their relationships with brands for personal gain. They might demand exorbitant fees, extravagant perks, or free products without providing adequate value in return. This exploitation can strain brand budgets and create an unsustainable working dynamic. Furthermore, influencers who engage in questionable practices like buying fake followers or engagement can manipulate brands' perception of their reach and influence.

Inconsistent Messaging: When brands collaborate with influencers, their aim is to align their message and values with those of the influencer. However, some influencers may switch between endorsing competing brands or even promoting contradictory products. This inconsistency can confuse consumers and dilute the brand's image and positioning. It is essential for brands to thoroughly research an influencer's past affiliations and partnerships to ensure they are aligned with the brand's values and target audience.

Lack of Professionalism: Influencers, like any other professionals, should uphold a certain level of professionalism when working with brands. This includes meeting deadlines, delivering high-quality content, and adhering to agreed-upon guidelines. Unfortunately, some influencers may exhibit unprofessional behavior, such as failing to deliver content as promised, disregarding brand guidelines, or engaging in public feuds that can harm a brand's reputation. It is not uncommon for cannabis influencers to have high expectations and very little follow-through, even when they are sent a PR package from someone outside of the cannabis industry. An example of this would be an influencer intentionally leaving out a minority-owned brand from their content, despite being curated by the brand, while still praising other items in the box.

Given these potential pitfalls, it is crucial for brands to exercise due diligence when selecting influencers to partner with. Hearsay and assumptions are not reliable in these situations. Conducting thorough research, analyzing an influencer's past behavior and collaborations, and assessing their audience engagement can help brands make informed decisions and avoid working with influencers who may take advantage of the relationship. Building long-term relationships with influencers who embody authenticity, professionalism, and a genuine interest in promoting the brand can yield more meaningful and successful partnerships.

It is important to acknowledge the implications of these issues not only for brands and influencers but also for the followers. Our study warns social media users of problematic engagement and its consequences. Social media users who are attracted to influencers can become easily attached and engage excessively, leading to potential negative effects on their well-being. Users need to be aware of these risks and exert self-regulation to manage their interactions with influencers.

For example, followers can consciously manage their participation comprehensiveness, which refers to the reasons for following an influencer and the extent of their participation (such as watching, liking, commenting, and sharing). This can be achieved by utilizing the phone's functions and tools, such as setting daily time limits on Instagram or turning off notifications for the app.

Social media influencers should also be mindful of their followers' problematic engagement. Although it may contradict their goal of increasing follower engagement, they can focus on creating a healthy relationship with their followers. For instance, influencers can openly address the issue of problematic engagement and show care for their followers' well-being. This approach contributes to the sustainability of the relationship, as studies have shown that social media users with problematic behavior are more likely to discontinue using platforms over time.

Further research on the dark side of social media influencers is needed, and we call for future studies to explore additional negative consequences such as followers' anxiety, depression, and the impact of following influencers on followers' well-being.

Implications for Influencers and Followers:

Our study highlights the potential problems associated with social media influencers and their impact on followers. We argue that social media users who are attracted to influencers can easily develop strong attachments and engage excessively, which can lead to negative consequences. It is important for users to be aware of these risks and take steps to manage their interactions with influencers.

One factor that contributes to attachment development is the comprehensiveness of followers' participation, including watching, liking, commenting, and sharing content. However, followers can consciously manage their engagement by utilizing the functions and tools available on their phones. Setting daily time limits on Instagram or turning off notifications for the app can help users maintain a healthy balance.

Social media influencers should also be mindful of their followers' problematic engagement. While their goal may be to increase follower engagement, they can prioritize creating a healthy relationship with their audience. This can be achieved by openly discussing the issue of problematic engagement and demonstrating care for their followers' well-being. Research suggests that social media users with problematic behavior are more likely to discontinue using platforms over time, so fostering a positive and supportive environment is crucial for sustainability.

Further research is needed to explore the negative consequences of social media influencers in more depth. This includes investigating the impact on followers' anxiety, depression, and overall well-being resulting from following influencers.

By conducting thorough research, setting clear expectations, and actively monitoring influencer performance, brands can mitigate the risks associated with unreliable influencers. It is crucial to collaborate with influencers who demonstrate professionalism, authenticity, and a genuine interest in promoting the brand's values. Long-term partnerships built on trust and shared goals are more likely to yield positive results.

Furthermore, brands should diversify their marketing strategies and not rely solely on influencer endorsements. Exploring other avenues such as owned media, creative advertising, or collaborations with reputable content creators can create a well-rounded marketing approach that is not solely dependent on influencers. This helps reduce the potential negative impact of unreliable influencers on brand campaigns and resource allocation.

By thoroughly researching influencers, establishing clear expectations, and actively monitoring their performance, brands can mitigate the risks associated with unreliable influencers. Look for influencers who demonstrate professionalism, authenticity, and a genuine interest in promoting the brand's values. Long-term partnerships built on trust and shared goals are more likely to yield positive results.

Moreover, it is essential for brands to diversify their marketing strategies and not solely rely on influencer endorsements. By exploring other avenues such as owned media, creative advertising, or collaborations with reputable content creators, brands can create a well-rounded marketing approach that is not solely dependent on influencers. In conclusion, while influencer marketing can be an effective strategy for cannabis brands, it is crucial to approach it with caution and conduct thorough research. It is true that not all influencers possess a strong work ethic or a realistic view of the world. The allure of fame, free products, and financial gains can sometimes lead influencers to prioritize their own interests over maintaining genuine connections and delivering on brand expectations. Brands should be aware of this potential unreliability and exercise due diligence in selecting influencers for partnerships.