Any brand managers who have seen the news about PewDiePie’s anti-Semitic remarks are asking themselves: what will we do if our brand ambassadors screw up? Don’t panic. Before you’re ever forced to cross that particularly treacherous bridge, commit the following to heart.
While brands don’t want to stifle their influencer’s creativity, they also don’t want to be associated with the hateful content that PewDiePie recently released. Having a contract is useful for outlining the consequences of unacceptable behaviour, but a swift distancing such as those above may be the only defence if things go wrong.
But many marketers suffer from Shiny Object Syndrome. It makes them abandon rationality to claw onto the hottest marketing trend. For a sunshine-and-rainbows brand like Disney to partner with a ranting narcissist like PewDiePie is clearly irrational.
As YouTube’s biggest star finds himself mired in controversy, brands are getting a wake-up call about the potential perils of social influencer marketing.
But ad buyers doubt marketers will pull budgets from all YouTube influencers