From YouTube to Instagram and now TikTok, there is no shortage of social media influencers to follow. With their ability to build a community of followers who trust their judgments, these influencers are now an integral part of the buyer’s journey that many brands are looking to take full advantage of. These campaigns are likely to pay off as 63% of consumers agree they are somewhat more likely to purchase from a brand if promoted by an influencer they trust. However, influencer campaigns are not without their own risks. If an influencer finds themselves in the middle of a controversy, brands are soon to be on the chopping block for having partnered with the influencer in question. For marketers who want to reap the benefits of influencer marketing, here are a few ways to be prepared in case your team runs into an unfortunate influencer marketing crisis.
Expecting the Unexpected with A Crisis Communication Plan
Before entering an influencer partnership, marketers need to have a crisis communication plan on hand. Even if the influencer seems “safe,” it doesn’t hurt to prepared.
Identifying Potential Crisis Scenarios
As your team develops the crisis communication plan, consider the potential crisis scenarios. These can look like inappropriate or offensive posts, harmful comments, or misconduct. For each potential crisis, include steps for how each situation must be addressed.
Creating Messaging for a Quick Response Time
In times of controversy, time is of the essence. The longer it takes a brand to respond, the more critical consumers will be of both the brand and any future response. Ensure a quick response time by drafting templates for messaging that include official apologies or statements that reflect brand values.
Assembling Your Crisis Team
An influencer scandal is a turbulent time, so brands need a designated response team and a spokesperson to gather all necessary information. Key team members should include members from PR, marketing, legal, social media, and customer support. Keep this team prepared with the best practices for crisis management and conduct drills to understand any gaps in the response strategy.
By designing and implementing a well-prepared crisis communication plan and communication strategy, brands can respond swiftly and protect their reputation.
Staying In-Tune with Audience Sentiment
While the influencer partnership campaign is in progress, this is one of the most crucial times to identify an influencer marketing crisis.
Marketers can use the social media listening tools at their disposal to track mentions of their influencer partners across platforms. Alongside their name, stay alert for mentions of their name in conjunction with red flag words such as “controversy,” “canceled,” or “scandal.” Keeping track of audience sentiment during a partnership will help marketers stay on top of their feelings toward your influencer and notify the team of any sudden changes for the worse.
Marketers who are particularly concerned about audience sentiment can establish a content approval process to approve posts within the campaign before they go live. This is especially recommended for brands who are working on messaging that involves sensitive topics.
Turning a Crisis into a Positive Opportunity
Handling a PR crisis is a stressful time, but it doesn’t have to be completely negative. If an influencer controversy shoves the brand partner into the spotlight, it’s an opportunity for the brand to use its platform for good. Here are a few steps brands can take to turn the chaos into an opportunity:
- Embrace Accountability: Brands can build trust with consumers by taking accountability and not downplaying the situation. Avoid downplaying the situation and provide future action steps to make better decisions in the future.
- Go From Controversy to Opportunity: With more eyes on the brand’s messaging, now is a great time to promote sensitivity, awareness, and education, especially when they are relevant to the controversy at hand. Communicating productive information not only brings more attention to helpful information but also showcases the brand’s values.
- Start a Dialogue: Even after the initial messaging takes accountability, the audience may still have concerns with the brand. Stay active on social media to keep track of consumer questions and address them at once, such as through blog posts or Q&A sessions.
Staying Prepared
Influencer partnerships can be a powerful tool for brands looking to connect with consumers, but they come with risks that require careful planning and management. By implementing a crisis communication plan, paying attention to audience sentiment, and being prepared to turn challenges into opportunities, marketers can navigate an influencer marketing crisis with confidence.
