3 things brands need to know about Cancel Culture when it comes to influencer marketing

Cancel culture is mob mentality without trial and makes social media influencer marketing a risky business for brands.

Today, we’re all famous.

The democractic nature of the internet has made it possible for anyone to find fame. This budding pool of micro-celebrities are known as social media influencers.

With great fame comes great responsibility and as influencers rise in the ranks, so does their risk of being ‘cancelled’. Cancel Culture is when a brand or personality receives public, online backlash over an offensive post or act, usually resulting in widespread boycotting or even legal action.

Although a fantastic protesting tool for holding large corporations and celebrities accountable, it can be dangerous for brands. These are the 3 greatest dangers of cancel culture within influencer marketing which brands need to be aware of:

It’s volatile. An accusation requires little to no evidence to go viral, opening the door to mob justice and sentencing without trial.

Many influencer careers began before it was realised that the internet is forever. Tweets from years ago can come back to haunt internet celebrities.

Brands can become guilty by association. Whether the brand was aware of an influencer’s past injustices or not, their association with a ‘cancelled’ influencer can bring them a lot of bad rep.

Brands must be extra stringent when checking an influencer’s content and behaviour. Most recent is the case of Bianca Schoombee. Once a Miss SA hopeful, resurfaced racist tweets of hers from when she was 14 got her ‘cancelled’ online. Realising the extent of the damage her ‘cancellation’ could cause their brand, her agency chose to disassociate from her and cut ties.

Influencer marketing is hugely effective but can be risky if a brand partners with an influencer who is later ‘cancelled’. Get in touch with Brand Cartel to curate the best social media influencer strategy and prepare for any situation.