Recently, we inquired of 2,000 consumers regarding their expectations of influencers addressing social issues. Nearly all (87%) either strongly or somewhat agreed. This percentage increases to 90% among Millennials and Gen Z.
When contrasting consumer expectations of influencers with those of brands, a significant disparity emerges. As indicated by The 2023 Sprout Social Index™, only 25% of consumers reported that the most noteworthy brands discuss causes and news that resonate with their values. Nevertheless, this does not mean that the issue is insignificant for marketers.
With the increasing calls for influencer-driven social media activism, brands must be equipped to address the repercussions. In this guide, we detail what influencer activism entails, how it influences brand partnerships, and its potential to reshape the future of influencer marketing.
Defining influencer activism
Influencer activism refers to influencers and creators utilizing social media as a platform to campaign for political, social, or environmental issues. It often involves collaborations with nonprofits and aims to both raise awareness and inspire action. Influencers may encourage their followers to sign petitions, contribute donations, participate in protests, or make lifestyle adjustments.
For instance, @GreenGirlLeah utilizes her platform to inform her audience about intersectional environmentalism and transitioned her community-building initiatives into a nonprofit organization that offers resources for the cause.
Though influencer activism can be highly effective, it has faced criticism for being perceived as performative. “Slacktivism,” a term sometimes used for performative activism, prioritizes appearances and personal branding over sincere dedication. Superficial involvement without lasting commitment—such as merely posting hashtags or discussing issues only because they are trending—diminishes the efforts of committed activists and diverts attention from more impactful messages.
Frequently, influencer activism falters when influencers champion causes with self-serving motivations, or, more innocently, yield to social pressure to express opinions (even if they are inadequately informed).
The next phase of brand activism
What has spurred the demand for influencer activism? And why do so many consumers believe influencers should hold public perspectives on important issues?
A few years back, brands publicly taking a stance was commonplace. Sprout’s 2019 #BrandsGetReal Report revealed that 70% of consumers then thought it vital for brands to have a public position on social and political issues, a stark contrast to the present scenario. The report declared it was “the era of the conscious consumer,” but cautioned brands that consumers were already growing fatigued with “woke-washing” and performative activism.
By 2020, following the COVID-19 pandemic, the Black Lives Matter movement, and a contentious US presidential election, brand activism became a vital business strategy and surged within the cultural zeitgeist. Brand activism—the proactive advocacy by a business for or against specific issues—extends beyond traditional corporate responsibility and calls for tangible cultural change. However, the influx of brands producing “activist” content mostly backfired—many were accused of misstepping, overwhelming their audiences, or leveraging activism for profits.
That’s where influencers fit in. While interest in brand activism hasn’t entirely faded, most consumers seem to feel the social media activism responsibility should transition to influencers. Through parasocial relationships and growing cultural relevance, influencers have emerged as role models and moral beacons for many, even if they do not seek that role.
Across social media, influencers are inundated with demands to comment on almost every major current event, including subjects they openly acknowledge may not be within their expertise. Audiences threaten to “cancel” or abandon them (and the brands they collaborate with) if they do not comply—or if they disagree with their viewpoint.
Effects of influencer activism on brand collaborations
According to the Q2 2024 Sprout Pulse Survey, 42% of consumers will unfollow brands if they collaborate with influencers whose values do not match their own. Given that 68% of consumers follow brands primarily to stay informed on new products and services, losing followers can significantly impact revenue.
With such high stakes, brands must exercise caution when choosing influencers to ensure they meet their audience’s expectations and protect their reputation.
Identifying influencers
In the era of influencer activism, brands must conduct thorough vetting and background analysis to grasp which causes influencers have previously championed. Choosing the right influencers requires more than simply reviewing follower count or engagement rates. It involves examining their past posts, the accounts they have interacted with, and audience responses.
This might lead some marketers to conclude that it is best to partner with influencers who are entirely neutral towards causes. However, the reality is that collaborating with influencers whose advocacy aligns with your brand values can endear you to your community and strengthen your brand. As Greg Rokisky, Senior Social Media Strategist at Sprout Social says, “When collaborating with influencers and creators, the Sprout team evaluates potential partners’ overall content and presence to ensure they resonate with our core values. This doesn’t imply uniformity in thought or that we avoid bold opinions…Ultimately, these partnerships aim to establish meaningful connections and enhance value for our community.”
Examples of brands doing this effectively can be seen with the 2024 US presidential election approaching. For instance, when Reformation collaborated with Monica Lewinsky on their new workwear collection, the partnership felt genuine and aligned with the brand’s ethos, which contributed to its viral success and positive reception on social media.
Understanding audience expectations
The ultimate measure of what your brand should endorse is audience sentiment. It is increasingly crucial to understand what causes customers and prospects wish for your brand—and the influencers associated with it—to support.
When done correctly, collaborating with influencers can showcase your brand’s sustained commitment to the issues that matter most to your audience. By nurturing long-term relationships with influencers who resonate with your target demographic, you can foster effective brand advocacy that genuinely makes an impact, thus safeguarding your brand’s health.
Consider Topicals. This skincare brand seeks to remove the stigma surrounding skin conditions, making skincare enjoyable, accessible, and approachable. Founded by two BIPOC women who felt consistently let down when doctors admitted they had limited knowledge about treating inflammation and eczema in individuals with darker skin, the brand showcases influencers of varied skin tones in their campaigns.
The influencers who collaborate with Topicals, including their 2024 Topicals Hype Members, all celebrate the beauty of genuine skin and utilize their platforms to challenge unrealistic standards. They embody the brand’s values and directly address the sentiments of Topicals’ audience.
Setting brand safety measures
Even with extensive vetting procedures and a clear understanding of your audiences’ principal social, political, and environmental concerns, additional brand safety protocols may be necessary when collaborating with influencers in today’s landscape. For instance, are there particular issues your brand (or your legal team) wishes to avoid associating with altogether? Even indirectly through influencer partnerships?
If you are uncertain, the most effective approach is to consult with your legal team and senior management. Clarify which topics are off-limits. From there, establish precise brand safety guidelines detailing what is appropriate and what is not. For example, you might ask, “Will our brand be endorsing a candidate in this year’s presidential election? Will we engage with influencers who do?” It’s better to seek this clarity proactively rather than wait for a crisis to materialize.
Influencer activists are allies, not adversaries
It’s too early to ascertain if influencer activism is a lasting trend or if it will fade, reflecting the fate of brand activism. However, what remains clear is the current heightened consumer demand for influencer-led activism, which can significantly impact your brand’s perception.
By collaborating with influencers who align with your company’s values, you can bolster your credibility, foster community, and create deeper connections with your audience. Selecting the right influencers with care reduces the risks of audience backlash, leading to lasting loyalty and advocacy. Embracing influencer activism with intention is vital for remaining relevant and achieving sustainable success.
Interested in more about the shifting expectations consumers hold toward influencers? Check out The 2024 Influencer Marketing Report.
The post Is influencer activism the new brand activism? appeared first on Sprout Social.
Recent Comments