How micro‑influencers can ruin brands and reputations overnight
Micro-influencers, often seen as relatable and trustworthy, can quickly turn into a brand's worst nightmare.
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Micro‑influencers, typically with between 1,000 and 100,000 followers, are highly valued by brands for their authenticity and close engagement with audiences.
Unlike celebrities, their recommendations feel more like advice from a trusted friend. But when that trust is used to criticise or spread false information, the fallout can be catastrophic.
A recent example is the lawsuit filed in the United States by Emmanuel and Brigitte Macron against podcaster Candace Owens.
Owens, who has millions of followers, repeatedly claimed Brigitte Macron was transgender - a baseless conspiracy theory previously circulated in far‑right circles.
The couple’s lawsuit accuses Owens of a “campaign of global humiliation”, showing how defamatory claims from an influencer can reach a worldwide audience within hours.
Smaller businesses are just as vulnerable. In San Francisco, a TikTok micro‑influencer with just 15,000 followers posted a scathing video about a local wine bar, Kis Cafe.
The clip went viral, sparking thousands of negative reviews. Within weeks, the thriving business closed its doors for good.
Similar cases have played out across industries, from restaurants to small online retailers, where one bad review spirals into reputational ruin.
Why brands and individuals are at risk
Lack of accountability
Micro‑influencers operate independently and are rarely held to the same professional standards as journalists or established media outlets.
They can post opinions or claims without verification, leaving businesses and individuals with little recourse unless they pursue lengthy and costly legal action.
High trust, high stakes
Audiences view micro‑influencers as genuine and relatable. Their recommendations - positive or negative carry more weight than glossy advertising. When an influencer criticises a product or person, followers often take it as fact, magnifying the damage.
Speed and volume
Negative posts spread fast. Within hours, a complaint can snowball into viral content, fuelled by retweets, shares and media coverage. By the time a brand issues a response, the reputational harm is often irreversible.
The new reality of reputation management
Businesses and public figures now have to factor influencer risk into their communication strategies.
In severe cases like the Macrons’ lawsuit, legal action may be the only option. However, lawsuits can backfire by drawing more attention to the claims, making crisis management a delicate balancing act.
IOL Lifestyle