Using Celebrities and Social Media Influencers Can Destroy Your Brand Value

by Jonathan Graham

Brands often turn to celebrities and influencers for a quick boost in reach, but without a strategic, authentic approach, these partnerships can instantly undo years of reputation-building.

A recent example that illustrates this perfectly? The 2024 U.S. Presidential Election was a masterclass in what not to do. Both major parties tapped influencers and celebrities to appeal to voters, but it didn’t always go as planned. Poor alignments, forced endorsements and even the spread of misinformation by some influencers backfired on a national stage—highlighting just how easy it is to hurt your credibility with the wrong influencer partnership. If this can happen to high-stakes campaigns with massive resources, it can happen to any brand.

Here are my four biggest credibility killers with influencers and how to keep your brand on track.

1. Lack of Media Literacy: Ignoring Today’s Savvy Audience

People are more media-literate than we might think. They recognize the signs of paid promotion and they notice when influencers stretch the truth. Unfortunately, some influencers lack the skills or the motivation to fact-check the information they share and they often overlook the details that matter. I’ve seen brands get burned because they chose an influencer based on reach alone, only to watch their message twist and turn in unintended ways.

Solution: Look for influencers who get it—those who understand their responsibility as public figures and take media literacy seriously. For example, does the influencer you’re considering know how to verify their sources? Do they label paid partnerships? And most importantly, are they capable of representing your brand truthfully? Brands should encourage influencers to self-train in media literacy, including source verification and understanding how algorithms push content, so that the brand’s message comes from a place of integrity.

2. Misaligned Values and Public Backlash

This one might be obvious, but it’s worth emphasizing. The values of an influencer are going to reflect directly on your brand. An influencer with a history of controversies or values that clash with your mission can set off a public backlash faster than you can imagine.

Solution: When choosing an influencer, do thorough background research. The influencer’s personal values and brand should resonate with your own, especially if your brand is rooted in social impact, sustainability or any cause that requires genuine commitment. This isn’t just about avoiding scandals but about ensuring your partnership enhances your brand’s integrity.

3. Hidden Paid Content: Breaching Transparency and Trust

Here’s a mistake brands make all too often: teaming up with influencers who blur the line between sponsored content and authentic endorsements. If an influencer fails to disclose paid content, it doesn’t just harm their credibility; it also damages yours. Today’s audiences feel insulted and misled when they realize they’ve been sold to under the guise of genuine recommendations.

I worked with a company that wanted to maintain a “natural” feel to their influencer campaigns by avoiding paid labels. The intention was good—keeping it conversational—but the feedback was clear: audiences didn’t trust the content.

Solution: Insist on transparency. Make sure that any collaboration is clearly labeled as sponsored. Not only does this maintain legal compliance, but it also strengthens audience trust in both the influencer and the brand. Authenticity always wins out.

4. Inauthenticity: Sacrificing Brand Authenticity for Reach

To increase reach, it’s easy to go for big names or viral influencers and end up with someone who has no real connection to your brand. Partnering with an influencer purely for their numbers is a red flag. People can sense when something feels forced and an inauthentic endorsement often does more harm than good.

When you think of authentic partnerships, think about alignment over audience size. The best influencers are those who genuinely connect with your brand’s story. One example I always go back to is a campaign I ran with a brand focused on sustainable products. Instead of hiring the biggest influencer available, we worked with a smaller creator who truly believed in the brand’s mission. The result? A highly engaged audience and a loyal following that turned into repeat customers.

Solution: Choose influencers who share a natural connection to your brand and message and can talk about it with enthusiasm and credibility. Those partnerships, where the influencer is a true fan of the brand, drive real impact.

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The 2024 U.S. Presidential Election: A Masterclass in Overuse

The 2024 U.S. presidential election serves as a powerful case study on the potential pitfalls of influencer marketing. Many influencers, lacking genuine knowledge, passion or advocacy for their candidates, unintentionally detracted from the campaigns they were supposed to support. This example underscores the importance of authenticity and credibility in influencer endorsements, especially in highly publicized campaigns where audiences quickly spot insincerity.

For instance, at a rally for Vice President Kamala Harris in Milwaukee, rapper Cardi B appeared to endorse Harris ahead of the election. During her speech, Cardi B faced an unexpected teleprompter malfunction, leading to a tense, awkward pause on stage. Tesla CEO Elon Musk publicly criticized the moment, describing Cardi B as a “puppet” for the Democratic party and accusing the campaign of lacking authenticity and empathy.

A similar misstep occurred at Donald Trump's rally at Madison Square Garden, where comedian Tony Hinchcliffe made offensive remarks about Puerto Rico. Following backlash, Trump disavowed Hinchcliffe, stating he was unaware of the comedian’s invitation. These incidents highlight the risks of influencer partnerships that lack alignment or preparation and demonstrate the dangers of associating with social media influencers without thorough vetting.

Whether you’re launching a product, supporting a cause or building a community, choose influencers who truly resonate with your brand’s core values. That alignment can make all the difference, allowing you to build loyalty and a reputation that stands the test of time.

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Bonus: How to Restore Credibility if an Influencer Backfires

Even the most careful brands sometimes find themselves in hot water over an influencer misstep. If your credibility takes a hit, address it quickly and directly. Transparency and accountability go a long way. Issue a sincere apology if necessary, clarify any misinformation and re-evaluate your influencer choices moving forward.?

Remember, reputation management is a long term investment. Mistakes happen, but the brands that are open, honest and responsive recover faster than those that go silent or dodge accountability.

When it comes to social media influencers, the allure of immediate reach and visibility is powerful, but it should never come at the cost of your brand’s credibility. Authenticity and trust are your most valuable assets. By partnering with influencers who understand their role, your brand can benefit from meaningful connections and genuine growth.

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