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How do you handle negative or fake influencer reviews?

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Influencer marketing can be a powerful way to reach your target audience and boost your brand awareness. But what happens when you encounter negative or fake influencer reviews that damage your reputation or mislead your customers? How do you handle these situations and protect your brand image? In this article, we'll share some tips and strategies to help you deal with negative or fake influencer reviews effectively and ethically.

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Alejandra (Alex) Barron, MBA

Marketing Leader I MBA I CHIEF Member | Omni Retail + CPG

1 Identify the source

The first step to handle negative or fake influencer reviews is to identify the source and the motive behind them. Are they coming from genuine customers who had a bad experience with your product or service? Are they coming from competitors who want to sabotage your campaign? Are they coming from bots or fake accounts that are paid to spread false information? Depending on the source, you'll need to adopt different approaches to respond or remove the reviews.

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Alejandra (Alex) Barron, MBA

Marketing Leader I MBA I CHIEF Member | Omni Retail + CPG
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It is important that you do the work - ideally ahead of time - to map your influencer ecosphere including internal, external, micro-to-macro. This will be a helpful tool to help you gain a likely sense of the size of impact based on the source you identify.

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2 Respond professionally

If the negative or fake influencer reviews are coming from real customers, you should respond professionally and politely. Acknowledge their feedback, apologize for any inconvenience, and offer a solution or a compensation. This way, you can show that you care about your customers and their satisfaction, and that you're willing to improve your product or service. You can also ask the influencer to share your response with their followers, or to update their review if the issue is resolved.

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Alejandra (Alex) Barron, MBA

Marketing Leader I MBA I CHIEF Member | Omni Retail + CPG
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Sometimes acknowledging the situation and being present is what matters most. That said, some influencers, especially if they have engaged their audience already, may want to play this out for a more dramatic result. If so, it may be best to take communication with them to a one-on-one channel until a mutually beneficial make-good is determined.

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3 Report and flag

If the negative or fake influencer reviews are coming from competitors, bots, or fake accounts, you should report and flag them as soon as possible. Most social media platforms and review sites have policies and tools to deal with spam, fraud, and abuse. You can contact the platform or the site directly, or use their reporting and flagging features to alert them of the violation. You can also ask the influencer to delete or hide the reviews if they have the option to do so.

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Alejandra (Alex) Barron, MBA

Marketing Leader I MBA I CHIEF Member | Omni Retail + CPG
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Depending the size of your organization, this may be the time to inform your legal partners. This is part of your Escalation Protocol. If you do not have one yet - even if your company is as a small as one or two people - you should consider developing one. It will help you guide your actions in similar future situations.

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4 Educate your audience

Another way to handle negative or fake influencer reviews is to educate your audience and inform them of the truth. You can create content that showcases the benefits and features of your product or service, and that addresses any common questions or concerns. You can also share testimonials and reviews from satisfied customers, or from credible sources such as experts or media outlets. You can also encourage your audience to do their own research and compare different options before making a purchase decision.

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5 Monitor and measure

Finally, you should monitor and measure the impact of negative or fake influencer reviews on your influencer marketing campaign. You can use tools and metrics such as sentiment analysis, engagement rate, conversion rate, and return on investment (ROI) to track and evaluate the performance of your campaign. You can also collect feedback from your audience and your influencer to identify any strengths or weaknesses, and to adjust your strategy accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you handle negative or fake influencer reviews?

1

2

3

4

5

6

1 Identify the source

2 Respond professionally

3 Report and flag

4 Educate your audience

5 Monitor and measure

6 Here’s what else to consider

Influencer Marketing

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How do you handle negative or fake influencer reviews?

1

2

3

4

5

6

1 Identify the source

2 Respond professionally

3 Report and flag

4 Educate your audience

5 Monitor and measure

6 Here’s what else to consider

Influencer Marketing

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