Most brands panic when an influencer criticizes them. They go into damage control mode.But what if you flip the script? Own the Narrative Before It Owns You– Instead of playing defence go all in. Acknowledge the criticism boldly maybe even poke fun at yourself if appropriate. Humor or radical transparency can turn skeptics into superfans. Turn Controversy into a Campaign– Why hide the backlash when you can make it your next big marketing move? Create content around the issue, document the fix, and showcase how you're evolving. Engage critics boldly—invite the influencer to collaborate, give them access to your team, involve them in product changes, and transform them from adversary to ambassador.

Respond quickly and transparently. Clarify the facts, apologize if necessary, and offer a practical solution. Address the issue on the same platform, engage satisfied customers for support, and focus on reinforcing your brand’s positive image by delivering real value.

In my experience, criticism often arises from quality or marketing communications. Quality assurance with expert involvement is crucial for identifying and transparently sharing root causes. However, there are times when internal communication about these causes is restricted. In such cases, the brand team can design a mini-campaign to address this double-edged sword. Effective communication through social media, PR, and websites is vital during a crisis. Since many consumers are unaware of the reasons behind campaigns, having key team members communicate on behalf of the brand is beneficial. If the budget permits, communication can be tailored to the level of the crisis.

I think a great example for this exact scenario is how Mars handled their 2 in 1 mascara fiasco. It's a masterclass in excellent PR and proactive engagement by this beauty brand. An Instagram influencer called Mars out on incorrect branding of their mascara and mars immediately took action by contacting the influencer, listening to what they had to say, making changes to the details of the product on their website and as a final step collaborating with the influencer to re release their new product positioning. For B2C brands, social credit is incredibly important. Owning up to genuine mistakes show that you truly care about the community you are catering to and that kind of credit always pays off in the long and short run.

Don’t sweep it under the carpet! This is something I’ve seen a lot of brands do and more often than not it causes more distrust amongst customers. If the issue is small and less serious in nature, consider creating a humorous or creative solution. If it’s more serious, definitely reach out and understand the problem and most importantly, take accountability. Brand evolve and change with the times the same way people do, and there is no shame in admitting where you’re wrong. Be open to change and criticism, at the end of the day, you have a responsibility to your customers and to the market.