The Influencer marketing industry in India is going through a big bang. We are about to be a 26 billion dollar industry by 2026! 📈

Before you go woop woop- here’s a fact check: beneath all the glitzy facade lies a toxic influencer culture that's casting a shadow over the IM landscape.

Social media influencers—those charismatic content creators—have become the darlings of the digital world. They sway trends, shape opinions, and flaunt lifestyles that have their followers ensnared. And brands are hoping to ride the wave of Influencer marketing to create brand awareness and sales glory.

But here's the kicker 👀

Somehow, toxicity has seeped into the influencer realm, creating a dark side to influencer marketing, much like dark matter—it's there, but you can't see it.

The bottom line? Brands may be hitching a ride on this toxic cosmic train, which might derail their reputation or their finances. And that's what we'll be diving into in this issue.

What we are covering on today’s issue:

• Identifying the toxic influencer culture 🧐

• Understanding the different types of toxic influencers 🤓

• Strategies to steer clear of them 💯

A Quick Message from Team Spreadd 🙌

You can reinvent great content for your brand with Spreadd 🙌

We at Spreadd have spent over 2 years to solve this problem of BAD content.

Thats why we are working with some of the biggest legacy companies and startups to get them the right content that gets them ROI.

If you are looking to grow your brand’s the right online distribution, we would love to get on a call with you.

We are waiting for you on the other side,

Team Spreadd.

The hidden truth of Toxic Influencers: A Big Red Flag for Brands

Decoding Toxic Influencer Culture 🧐

Remember the Gaurav Taneja controversy? The YouTube star with seven million followers, stirred controversy by suggesting 'havan' can fight pollution, citing the Bhopal gas leak. Some accused him of spreading misinformation and promoting misogyny as well.

Andrew Tate is another prime example of who has been involved in various controversies, including making controversial remarks about mental health and advocating for what some perceive as extreme views on topics such as masculinity and success.

Taneja and Tate are not the only ones. They are in fact a part of a larger trend where influencers lately have been seen using the power of their influence to create manipulative content and often indulge in unethical behavior just to stay relevant.

Toxic influencers come in different packages-each one bringing their own level of toxicity.

Let's start with..

Inauthentic Influencers

Inauthentic influencers are those who believe in - fake it till you make it. They manipulate their follower count, engagement metrics, or content quality to appear more influential than they actually are. They often buy fake followers, likes, and comments, creating a false impression of popularity and mislead brands to get deals.

In India, over 16 million accounts following Indian Instagram influencers are fake. These influencers artificially boost their follower count, creating a mirage of popularity. Brands, eager to tap into this influencer economy, often fall for the numbers game. Here’s another reality check for you: These influencers may not even align with your brand value.

Let’s understand through a scenario…

Imagine an Indian fashion brand, let's call it Brand X, excitedly collaborating with a high-profile influencer boasting a massive following. But here's the catch: A massive chunk of those followers turned out to be bots or inactive accounts.

The campaign rolled out as planned: Glamorous photos of the influencer donning Brand X's outfits flooded social media, accompanied by raving reviews about their quality and style. However, what Brand X didn't realize was that the influencer had zero genuine affinity for their brand. The engagement was lackluster, and real consumers remained unimpressed. Why? Because authenticity was missing, and consumers could sense it.

The fall out: The campaign cost Brand X a hefty sum, but the return on investment (ROI) was abysmal.

Fact: Instagram fraud costs marketers around $750 million globally in wasted spending within a market worth approximately $1.7 billion.

So, brands, choose your influencers wisely. Authenticity isn’t a side dish—it’s the main course. And you want it to be worth every single penny. And there's one way to order it - through Spreadd.

Next in line are the…

Offensive/Controversial Influencers 😤

Some influencers actively seek out controversy to grab attention, while others stumble into it inadvertently. While controversy can sometimes fuel publicity, crossing ethical lines can damage both the influencer's reputation and the brand's image. What's even more concerning is when influencers attempt to normalize toxic behavior. They may engage in cyberbullying, spread hate, or participate in the cancel culture, fostering negativity among their followers. What they often overlook is that their actions not only hurt their audience but also tarnish the brands they're affiliated with.

What controversies may cost brands:

• While exact figures vary, brands can suffer significant financial losses due to controversies.

• These losses include decreased sales, damage control expenses, and potential legal fees.

• The impact depends on the severity of the controversy and the brand’s overall reputation.

Let's unpack the intriguing story of Elvish Yadav

His recent run-ins with controversy serve as a glaring example of toxic influencing. From sparking debates over snake venom to facing allegations of assaulting a fellow YouTuber, Yadav's actions have cast a shadow over both his personal brand and any brands tied to him.

In one instance, Yadav took aim at electronics brand boAT, criticizing their promotional tactics as 'disgraceful.' He demanded an apology from the brand, threatening to mobilise his fanbase to boycott their products if they failed to comply.

Meanwhile, his endorsement of a penny stock caused a lot of controversy and immense financial damage to the company. Coincidentally, during this time, Yadav found himself under fire for an alleged altercation with another YouTuber in a shopping mall.

And how can we forget…👀

Unreliable and Unprofessional Behaviour 🙅

Influencers who fail to meet deadlines, deliver subpar content, indulge in plagiarism or exhibit unprofessional conduct can damage brand relationships.

The epic fail of Scott Disick x Bootea collab is a perfect example of how a copied caption caused damage to both Disick’s personal brand and Bootea - a health brand’s reputation.

In his post, Disick casually posed with a container of protein powder—a rather mundane choice. However, it was the caption that raised eyebrows. Instead of crafting an original message, he simply copied and pasted the instructions provided by the PR firm. His followers weren’t fooled and wasted no time expressing their disappointment.

Adidas too faced backlash after Naomi Campbell simply copied and pasted the entire instruction in the Insta caption.

Signs of Toxic Social Media Accounts 📵

Remember brands! When you cozy up to toxic influencers, It’s a one-way ticket to reputation damage and financial turbulence. So before you leap, ask yourself: Is this influencer a beacon of positivity or a harbinger of toxicity? Your brand’s future hangs in the balance.

So When you see these signs - take an exit 💃

• Excessive Self-Promotion and repetitive content: Influencers who constantly promote themselves without adding value to their audience may be toxic. A report by the Advertising Standards Council of India (ASCI) revealed that 41% of consumers stayed away from influencers when they over-promoted.  

• Lack of Authenticity: At least 42% of Indian consumers stay away from repetitive content.  Be cautious when influencers are inconsistent with their content and frequently switch brands, and use generic captions. All these can indicate inauthenticity or lack of discipline. 

• Engagement Discrepancies: Suspiciously high engagement rates compared to follower count may signal fake engagement.

• Negative Comments and Behaviour: Toxic influencers attract negativity, evident in their comment sections and interactions.

So what can you do when you do an influencer check? 🤔

You follow a checklist ✅

• Research is a must: Delve deep into an influencer's content, engagement metrics, and behaviour to get a clear picture.

• Don't miss on quality check: Utilise tools to evaluate the authenticity of an influencer's followers, ensuring you're not being misled by inflated numbers.

• Make sure your values are aligned : An influencer's values must resonate with your brand's ethos. It's crucial for a seamless and long-standing partnership.

• Monitor Interactions: Keep an eye on how influencers interact with their followers and handle criticism. It reveals a lot about their character.

• Onboard influencer marketing agencies: Reach out to trusted influencer marketing platforms like Spreadd. With us, you'll never have to worry about getting entangled in the vicious web of toxic influencers.

Get on a call with us today and let us make your Influencer Marketing journey toxic-free and drama-free 🙌

Reinvent great content for your brand with Spreadd 🙌

We at Spreadd have spent over 2 years to solve this problem of BAD content.

Thats why we are working with some of the biggest legacy companies and startups to get them the right content that gets them ROI.

If you are looking to grow your brand’s the right online distribution, we would love to have a conversation with you.

We are waiting for you on the other side,

Team Spreadd.

Thanks for reading this issue of The Brand Advocate, we are bringing you hand-crafted marketing insights from the world of startups and businesses and delivering them straight to your inbox, every Thursday.

See you next week,

Team Spreadd