KUALA LUMPUR, 10th NOVEMBER 2023 – In light of the recent social media backlash and controversial discussions arising from the Israel-Palestine conflict, we would like to release a statement to address the state of influencer marketing that is currently affecting not only our clients but our influencers and local communities too.
In times of crisis, influencers WILL use their platforms to speak up.
Whether it’s on local political upheaval, climate change or international affairs, influencers who have a platform and following will inevitably speak up and voice their opinions. The infamous line from Uncle Ben in Spiderman rings true here: “Remember, with great power comes great responsibility.” Influencers wield that power, and thus the social responsibility, to use their platforms to shed light on pertinent issues worldwide. Those who do end up using their platforms for the greater good should be celebrated, instead of subdued.
Influencer marketing is a unique space where media, creative and personalities collide. Influencers themselves are whole human beings, capable of emotion, thought and forming opinions of their own. People follow influencers because they have opinions and perspectives and expect authentic and real content. Influencers hold that obligation to their followers at all times, which means we cannot expect them to be silent because influencing does not operate well with that expectation.
Here’s how to navigate influencer marketing in times of crisis.
Despite all that is said above, we fully understand that this is a delicate and trying time for all parties affected. It only makes sense for brands to tread with a cautious, careful, and considerate heart.
But first, let’s reconsider our stance on a couple of elephants in the room at this point in time:
- Neutrality is impossible, as consumers feel strongly about this issue.
- We must acknowledge that it is not always helpful to be overly cautious.
And while it may seem risky to still invest in influencer marketing now, there are some ways we can navigate the influencer and social media space with as much empathy and consideration as possible.
1. Understand the issue and why influencers are taking a stand.
As the conflict is a human rights issue, it is natural that both influencers and consumers alike view the issue as transcending marketing work. We recommend approaching all upcoming influencer marketing content with understanding and empathy and taking the time to understand what influencers and consumers are saying and why. Give room for such discourse to take place and work together with all parties to create the necessary content, without glazing over the issue.
2. Work closely with your influencer agency to find the best angle for your brief.
Trust is the keyword here – influencer marketing agencies spend their days listening to their influencers and the social media space. They are closely connected to the pulse of what influencers, and by extension consumers, are saying and feeling right now. Work closely with your influencer marketing agencies to find the best way to share your brand messages and values in the most tactful and considerate manner to your audience.
As an influencer marketing agency, Nuffnang is dedicated to helping brands and agencies connect with influencers who can still assist them in achieving their marketing goals after considering all the above. With a multi-faceted issue such as this one, we admit that no one party has all the right answers. We are also learning how to navigate this delicate issue with as much consideration for all parties involved as possible. Should there be any avenues of improvement or feedback, Nuffnang remains open to listen and learn.
If you are struggling with influencer marketing at this time, we invite all brands and agencies to collaborate with us at Nuffnang so we can navigate these tough waters together.