Micole Garatti, MBA’s Post

Breaking News 📣 Fama is proud to announce our newest research: The State of Influencer Misconduct in 2024! 70% of brands are concerned about brand safety when working with influencers -- and for good reason. After screening thousands of influencers this year, we found nearly HALF have published problematic content like threats, violence, intolerance, and more. The data showed: ⛔ 47% of influencers shared problematic content that could get brands into hot water 😱 Trolling and online harassment, intolerance, and sexual misconduct were the most common types of misconduct ☠️ 15% of influencers even made threats online You work with influencers to promote your brand. We partner with brands and agencies to screen for influencer misconduct, so you can focus on growth, not damage control. Read the research to learn more about influencer misconduct and what you can do about it here: https://hubs.ly/Q02_2GKr0 #InfluencerMisconduct #InfluencerMarketing

This is truly groundbreaking. I work with influencers all of the time and like many #marketers have budget allocated specifically for influencers. We vet our influencers because behavior matters. Brand risk is real. Now with our latest research we can measure the risk. 47% of influencers engage in online misconduct. Who are you working with? Are they a risk? It’s exciting to be able to provide actionable insights for all of my colleagues across brands. I’ll be sharing more on this research in the upcoming days and weeks. As you are putting together budget for next year now’s the time to add a line item for influencer vetting and due diligence. It’s just not worth the risk.

In a few short years the influencer marketing industry has ballooned to $24b. The erosion of first party cookies and pixel tracking has accelerated this growth, along with evolving purchasing demographics. I was shocked to learn that 43% of younger consumers have made purchases based on influencer recommendations in the past year. As brands begin leveraging influencers to reach their customers, we found that more than 70% of those we surveyed are concerned about brand damage when partnering with influencers. To help those companies understand and benchmark this risk, we're proud to release our latest industry report, linked below. Check it out and lmk what you think... Nice work Amy Warren and Micole Garatti, MBA for taking the lead on this one!

It seems like it will be a tough period for Heinz after their collaboration with the influencer and rapper Yung Filly who has been charged with multiple counts of sexual assault and bodily harm following an alleged incident in Perth on 28 September 2024. The worst thing is that everyone in the creator industry knew about him. This shows how background research on influencers is critical for brands because influencers represent the brand's values and public image. If an influencer is involved in unethical or controversial behavior, it can negatively affect the brand by damaging customer trust, creating backlash, or associating your company with inappropriate conduct. Spotting controversial behavior by checking social media accounts would be an easy step. Maybe the background research hasn’t been done, or perhaps it was a risk worth taking? Filly was extradited from Brisbane to Perth, where he was granted conditional bail. The investigation is ongoing, and he has been prohibited from contacting the alleged victim or posting about the case on social media. #InfluencerMarketing #EthicsInMarketing #Branding #Marketing

This is an interesting Pew Research Center study on news influencers in the US, highlighting the changing landscape of news providers. Fun fact: among major social-media platforms (no Bluesky Social yet) only on TikTok gender and political orientation balance are maintained. The full report is here: https://lnkd.in/d-mscWz9

📣 Register for our upcoming webinar on unpacking the digital conversations on gender-based violence in #Poland and #Spain - https://lnkd.in/gUJGwnzt Key Highlights: ➡ Platform-Specific Dynamics: Explore how conversations about GBV vary across platforms like Platform X, #Facebook, and #Instagram. Understand the role of key influencers, narrative trends, and how audiences engage. ➡ Local Contexts: Delve into the impact of local movements on discussions surrounding sexism, consent, and GBV, highlighting why these local insights are crucial for global advocacy. ➡ Interactive Q&A: Engage directly with our Global Digital Research Specialist, Wanda Sanchez Garcia, and the #CommsHub team to ask questions and dive deeper into the findings and their implications for your work. 👉 Register now to secure your spot - https://lnkd.in/gUJGwnzt

Celebrities and influencers like Addison Rae, Hailey Bieber, Justin Timberlake, and even Oprah have, on various occasions, disabled access to their social media comments in response to negative sentiment. Is this misguided? A new Journal of Marketing study finds that influencers are less persuasive and likable when they disable social media comments. This occurs because influencers are perceived as less receptive to consumer feedback and therefore less sincere, which in turn leads to professional and interpersonal consequences. In fact, the study finds that turning off comments is more reputationally costly than leaving them on, even when the displayed comments are mostly negative. The study posits that influencers who leave their comments on appear to show that they are at least interested in hearing from the public and learning from their actions, while those who turn them off signal their dismissiveness of other people’s opinions. When an influencer is perceived as trying to take reasonable measures to protect themselves during times of emotional turmoil and distress, they are not penalized to the same degree for disabling comments. Learn more here: https://lnkd.in/gEDnRiDU Study authors: Michelle Daniels and Freeman Wu #influencermarketing #socialmediacomments #marketingresearch

The Risk of Trusting Social Media Influencers and Political Emancipators In today’s hyper-connected world, the voices of social media influencers and self-proclaimed political emancipators are louder than ever. These figures often wield significant power, shaping opinions, trends, and even public policies with their vast followings. While this influence can provide valuable perspectives, there is a growing risk in placing blind trust in their narratives. The problem lies in the lack of accountability and expertise. Unlike professionals, influencers and political commentators often lack formal training in the areas they speak on. Many spread misinformation, sometimes unknowingly, or present opinions as facts, leading to skewed perceptions. Followers may embrace these narratives without questioning their validity, which can lead to misguided actions or beliefs. Furthermore, influencers and political figures online often prioritise popularity over truth. Algorithms reward engagement, not accuracy, meaning sensationalist or polarising content is often amplified, while more measured, factual discourse struggles to gain visibility. The result? Echo chambers where critical thinking takes a backseat to emotional responses. For businesses and individuals, this trend highlights the importance of discerning the information we consume. Before adopting the views of an influencer or political figure, ask critical questions: Is this person qualified? What are their motivations? Are they offering a balanced perspective? In a world where anyone with a following can shape public opinion, due diligence is more critical than ever. #influencers #onlinepolitician #riskagent #trust

At #CommHub, we’re always buzzing! Join us in navigating the #GBV digital conversations on three key social media platforms. Let’s find out what’s being talked about and who's stirring things up. Jump in!

Pitting journalists &influencers against each other 2.0. Use it, dont use it: Go to social media- influencers are mostly talking about the goodie bag from Clicks Beauty Playground. My article speaks about the sexual health and skincare masterclasses. Both these offerings are important in their own way &add value to the event in their own way. But if your behaviour as PR implies that one demographic is inferior then whats the point of having a multifaceted event?  Without influencers, people who need those products wont know about this offering. Without us journalists, parents who struggle to discuss menstruation with their daughters and wet dreams with their sons wouldn't know that they were also catered for. But like I said: Use it, dont use it