5 Influencer Marketing Pitfalls and How to Steer Clear of Them

Influencer marketing has become a key marketing tool in the digital marketing landscape, and its market size is projected to reach $30 billion globally by the end of 2024. 

Influencer partnerships have been particularly effective at reaching niche audiences and fostering trust in product recommendations, especially among Gen Z and Millennials, and are an indispensable tool in driving brand awareness, customer engagement, and sales.

However, in the rush to partner with influencers, brands can sometimes overlook the risks and potential backlash if strategies aren’t well thought out. From misaligned values to regulatory pitfalls, influencer marketing has its share of challenges. By being aware of these, brands can approach partnerships more strategically and avoid the negative consequences of rushed endorsements.

5 Ways Influencer Marketing Can Backfire

A study published in 2021 in the European Journal of Marketing titled ‘Social Media Influencers and Transgressive Celebrity Endorsement in Consumption Community Contexts’ conducted by the Lancaster University Management School reveals five common influencer marketing pitfalls. 

Examining 12 prominent UK beauty vloggers on YouTube over a six-year period, the research highlighted situations where followers respond negatively to influencer endorsements. Over half of the time, it’s the brands—not the influencers—who bear most of the blame. 

These missteps can weaken consumer trust, create a backlash, and damage brand credibility if not carefully managed. Read on to find out the five ways influencer marketing can cause a backlash on brands:

1. The Risks of Undisclosed Endorsement 

When an influencer fails to transparently disclose a paid endorsement, followers can quickly feel misled. 

Regulatory guidelines in most countries require social media influencers to disclose paid advertisements, brand partnerships, or ambassadorships. This includes receiving complimentary or discounted products, services, and experiences in exchange for endorsement.

When disclosure of brand sponsorships is vague or unclear, these are considered violations that can lead to penalties. 

The CSGOLotto scandal illustrates this perfectly. In 2017, popular U.S. YouTubers Trevor “TmarTn” Martin and Thomas “Syndicate” Cassell promoted CSGOLotto, a gambling website they co-owned, but failed to disclose their ownership to their viewers. The response was overwhelmingly negative, with followers questioning the authenticity of their content and criticizing their insincere apology. Some followers threatened lawsuits as their platform misled viewers, including potentially underage fans, to venture into gambling.

2. Over-endorsement Turns Followers Away

When an influencer’s feed is saturated with sponsored posts, followers can feel disconnected.

Fans are drawn to influencers for genuine insights into their lives and interests, so when sponsored content becomes dominant, it often disrupts this sense of authenticity. Typically, followers expect honesty and a balance of organic content that reflects the influencer’s real passions, rather than a stream of advertisements. 

While clearly labeled endorsements comply with regulations, such posts can still feel excessive if they overshadow personal content. To stay relevant and maintain trust, influencers must strike a balance between genuine posts and brand partnerships.

3. Product Overload on Influencer Feeds

When an influencer’s content over-emphasizes a product, it can lead followers to feel that the influencer has become a mere mouthpiece for the brand, with little creative freedom. 

Followers have a deep appreciation for an influencer’s unique personality and genuine insights, but when posts become overly promotional, it can create an impression that the influencer has lost their authentic voice. This is especially true if product mentions are excessive or repetitive. This signals that the brand is dictating the influencer’s content, which may harm both the influencer’s and the brand’s credibility.

For instance, if an influencer who typically shares spontaneous, lifestyle-focused posts suddenly begins highlighting the same product multiple times within a short period—whether it’s a skincare line, food supplement, or tech gadget—followers may start feeling that these posts are forced rather than authentic. Similarly, when influencers insert a product mention into unrelated content, such as a heartfelt personal story, it can feel out of place and reduce trust.

By allowing influencers more freedom to incorporate products naturally into their feed and respecting the balance between personal and sponsored content, brands can help maintain a sense of authenticity that resonates better with audiences.

4. Ad Fatigue from Over-Saturation

When too many influencers promote the same product or brand within a short period, followers can experience ad fatigue. 

Unlike product overload as on a single influencer’s feed, ad saturation occurs on a broader scale across multiple influencers’ feeds. This can make audiences feel bombarded with repetitive promotions, where seeing the same product from different influencers too frequently lessens the impact and can even create frustration or annoyance.

For example, if a fashion brand launches a new product and several influencers in the same niche start posting identical or nearly identical endorsements within days of each other, followers may quickly feel overwhelmed and tune out. Instead of driving excitement, this approach risks making the brand feel invasive and overexposed. Another instance might be during holiday sales, where the same discount codes pop up across influencers’ posts, leading followers to perceive the promotion as insincere or overly commercialized.

To avoid this, brands can stagger endorsement timelines or work with a curated selection of influencers who have distinct audiences, ensuring the message is impactful without overloading consumers.

5. Over-indulgence in Luxury Gifts

When brands sponsor influencers with extravagant perks or luxury experiences, it can create a divide between the influencer and their followers, who may view the endorsements as insincere. For example, in January 2023, U.S.-based beauty brand Tarte flew influencers to Dubai and treated them to an opulent, all-expenses-paid trip as part of a campaign in collaboration with Sephora Middle East. This sparked backlash among followers, who saw the trip as an attempt to “buy” positive reviews.

In another instance, Chinese fast-fashion brand Shein’s factory tour backfired when followers accused Shein of attempting to whitewash ongoing controversies. This scandal took place in 2023 when U.S. influencers were sponsored by Shein on a factory tour in China to counteract criticism about labor practices. Many viewed the trip as an effort to buy favorable views rather than genuinely address Shein’s reputational issues. 

From the evidence of past scandals, lavish gestures like expensive trips and luxurious gifts can alienate fans, who may feel that influencers are under pressure to give only favorable feedback. 

To avoid this, brands can design experiences that bring value to the influencer’s audience—think exclusive product previews, giveaways, or fan-involved events. These approaches keep endorsements authentic and help maintain the trust that’s essential in influencer marketing.

Keeping It Real: How Brands Can Avoid Common Influencer Marketing Mishaps

With a bit of savvy and a lot of listening, brands can keep influencer partnerships genuine, relatable, and effective. 

The study by Lancaster University Management School, published in the European Journal of Marketing, highlights how missteps in influencer marketing often lead to backlash directed at the brand rather than the influencer. Here’s how to avoid those common pitfalls and keep your brand in the good books of followers:

• Keep Endorsements Clear and Honest

Transparency is key! While regulations require clear disclosure tags like #ad or #sponsored, but going above and beyond builds trust. Brands should encourage influencers to openly share their partnerships rather than burying disclosures, which can feel sneaky.

Furthermore, staying tuned to comments on past endorsements can reveal what followers actually expect—helping you dodge any confusion that might feel like a hidden agenda.

• Strike a Balance with Sponsored Content

Followers appreciate a mix of real-life posts and sponsorships, so it’s wise to select an influencer that showcases an all-sponsored feed.

For instance, brands like Lush and Patagonia often work with influencers who genuinely use their products, creating a stream of user-generated content. This helps brands blend organic and paid content smoothly. 

When negotiating with influencers, aim for a natural posting rhythm—suggest alternating paid and personal posts to keep the influencer’s page fresh and authentic.

• Let Influencers Show Their Creative Side

When forming collaborations, brands can give influencers the space to put their personal spin on promoting your brand. 

A great example is Glossier, which allows influencers to create unique, personalized content that fits their everyday vibe instead of rigidly scripted promos. Adopting this approach preserves the influencer’s voice so that posts feel less like ads and more like friendly recommendations.

• Avoid Overwhelming Audiences with the Same Campaign

While it’s tough to strike a balance when rolling out a marketing campaign, consider extending the campaign timeline and staggering promotional posts. Followers who see the same product repeatedly across multiple influencers can be turned off. 

Brands can take a cue from Coca-Cola, which often staggers influencer campaigns across different locations and themes. Spacing out your brand’s promotions across varied timelines keeps things fresh for your followers. They will feel engaged rather than bombarded by seeing the same product on multiple influencer pages.

• Be Thoughtful with Lavish Gifts

Keep in mind that lavish gifts can feel out of touch, so consider thoughtful alternatives like giveaways that include the audience’s participation.

For instance, skincare brands like The Ordinary often focus on products or small experiences, helping them avoid the “bought loyalty” trap. This way, the community feels involved, adding authenticity to the endorsement and keeping everyone engaged.

Final Tips to Keep Influencer Campaigns Authentic and Effective

By following these steps, brands can ensure that influencer marketing resonates positively, keeping followers genuinely excited instead of overwhelmed or skeptical. Carefully designed collaborations help retain trust and make endorsements feel natural, balancing genuine content with promotional messages. When brands respect influencer creativity and community sentiment, they’re more likely to achieve lasting connections with audiences and avoid potential backlash.

Conclusion

Influencer marketing is an incredibly effective tool—but only when managed with transparency, moderation, and creativity. Brands are advised to focus on authentic partnerships and listen to audience feedback to harness the full potential of influencer marketing without risking a negative response. 

By learning from past missteps and staying attuned to both regulatory and community expectations, brands can avoid potential pitfalls, build stronger trust, and drive genuine engagement with new audiences.

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