The Illusion of Influence: Rethinking Influencer Marketing in the Legal Space

Marketing used to be about real connections. It was about finding people who truly believed in your services or products and letting them advocate for you. Reviews—whether written, spoken, or filmed—felt authentic. When I followed influencers, they influenced me. Their words mattered. Their choices shaped mine. But today, that authenticity feels like a relic of the past.

Influencer marketing has evolved into a game of numbers, with platforms offering syndicated tools to connect brands with influencers at scale. Every endorsement, every review, every "genuine" recommendation is now just another line item in a budget. Anything can be bought. And when influence becomes a commodity, it loses its impact.

As a marketer in the legal space, I see this shift in consumer behavior firsthand. People are more skeptical, more discerning. They question every paid post and scrutinize every collaboration. It’s no longer enough to throw money at influencers and hope for engagement. We have to be intentional. We have to be real.

A Case Study: SAAM and Influencer Marketing Done Right

Recently, we planned a campaign for Sexual Assault Awareness Month (SAAM). Our goal was to drive traffic to Donutology for a special SAAM-branded box, with a portion of proceeds donated to organizations supporting survivors. We wanted this to be more than a marketing stunt. We wanted people who genuinely cared about the cause to participate—not just influencers looking for a paycheck.

But with paid ads and sponsored posts dominating social media, we had to ask ourselves: Are we spending money in the right places? Should those dollars be donated instead? What is our real reach if engagement is merely transactional?

To combat this, we took a different approach:

1. Creative Freedom: We encouraged influencers to be honest. Discussing sexual abuse is sensitive, and we refused to capitalize on someone’s trauma for marketing. Instead, we gave creators the space to share in their own voice, with their own perspective. If they didn’t align with our mission, we didn’t want them promoting it. Authenticity had to come first.
2. Organic Engagement: The best marketing doesn’t feel like marketing. I don’t need an influencer to tell me that Diet Coke with lime is one of the best drinks on ice—I know it from experience. That’s the type of connection we aimed for. Our brand should feel like a natural ally, recognized as a force for good, not a faceless corporation trying to capitalize on social issues. We wanted to feel safe, comfortable, and like the obvious choice for those who needed our support.
3. Making the Right Choice: In legal marketing, integrity matters. We don’t want to be another firm resorting to sensationalist ads or plastered billboards with empty slogans. Ambulance chasers might grab attention, but at what cost? We want our marketing to reflect our values—the same firm that fights for justice in the courtroom should be the one protecting identities and offering real support to survivors. If we have to choose between making money and doing the right thing, we choose the right thing. Every time.

The Future of Influencer Marketing: Real or Fake?

Influencer marketing isn’t going anywhere. But as consumers grow more skeptical, brands—especially in sensitive industries like legal services—must rethink their approach. The answer isn’t more paid partnerships. It’s more authenticity. It’s choosing to work with those who genuinely believe in your mission. It’s prioritizing integrity over impressions.

Because in the end, influence isn’t about who has the biggest audience. It’s about who has the biggest impact. And that’s something money can’t buy.