Influencer marketing. Now those are two words you hear tossed around a lot in meetings. You might know that tapping into the power of influencer marketing can be good for your business, but also harm your business.

Recent months I have came across several incidents where influencers have been called out for their racist, inhumanly or some other cruel sayings/doings… Makes me question why brands would want to have someone like that as their ambassador and why we have gave a voice to people who do not have a positive influence on our society and do not stand up for humanity?

 

Internationally most known issue was definitely Logan Paul and his Youtube video from Japan’s Aokigahara forest(Suicide Forest). Read more about it here. As sad as it is to see influencers making jokes over serious issues as suicide, his support group haven’t got any smaller since posting the video and he is still supported by over 17 million fans all over the world.

The latest “mistake” was made by Kuwaiti beauty influencer Sondos Al Qattan complaining about new laws for domestic workers in Kuwait. In May, Kuwait and the Philippines inked a deal allowing Filipino workers in the Middle Eastern nation new rights. The recent reforms saw domestic workers given the ability to retain their passports and cell phones, as well as take one day off per week. While the law change made headlines when it was first announced earlier this year, it has recently resurfaced courtesy of a now-viral video made by a Kuwaiti blogger.

Beauty guru Sondos Alqattan, who boasts 2.3 million followers on Instagram alone, has been slammed this week for denouncing the new regulations, questioning a worker’s right to a day off. “For her [domestic worker] to take a day off every week, that’s four days a month. Those are the days that she’ll be out. And we don’t know what she’ll be doing on those days, with her passport on her,” said Alqattan in the now-deleted video, Gulf Business reports. “How can you have a servant at home who gets to keep their passport with them? If they ran away and went back to their country, who’ll refund me? I don’t want a Filipino maid anymore.”

The influencer has since disabled comments on her Instagram posts, while many have taken to social media to call for brands that work with Alqattan to boycott the beauty blogger. Migrante Home Office, a group that defends the rights of overseas Filipino workers, has demanded a public apology from Alqattan.

In May I also came across another incidents involving two Kuwaiti influencers @3bodka and Fatima Almomen. After 3bodka had posted videos of animal abuse on his social media channels and laughing about it, Fatima appeared in a TV interview telling people to move on. Read more about the incident here.

 

These are just few samples of influencers who have a voice to have a positive impact on our society and be a role model for their followers, but they chose to not care. As heartless their actions are, I find it truly important for brands to be careful the influencers they work with and does these influencers stand for same values as your brands? Same goes to the society, us the people who follow and give a voice to influencers… we need to make sure that the ones we give our follow and like are the ones who support the same values as us, are the ones who stand up for the weaker ones and are the ones who want to make the world better place rather than just using their voice and power of influence to make money.

Social media marketing is a billion dollar industry and money flies easily in the market where there are thousands of influencers and hundreds of millions of followers. But it is our job in marketing industry to make sure we give a voice to right people who really do have a positive influence and do stand for the same views as the brands we work with.

I personally find it important to be more aware of the actions of influencers and are they worth it to represent the name of the brands we work with or the products we use?

As a social media user… are you aware that your every like and follow is part of shaping the market of social media influencers? You as a user have a power to make sure that you give a voice to the ones who stand up for positive changes in the society and do have a good heart to support charity, the ones less fortunate and want to send a positive message to their audience.

 

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