Influencer accused of doxxing? How brands can safeguard itself when engaging an influencer

On Oct 19 last year, a TikTok influencer made headlines asking TikTok users to share details on men with allegations from cheating to sexual assault. While this influencer accused of doxxing may have her own reasons of doing so, this controversial remarks would certainly make businesses and agencies to think twice before engaging her as their brand ambassador.

Why? Reason is simple - brands have certain reputational values and impressions to uphold. Most often they want to exude positive values - upbeat, confidence, trustworthy, optimistic, adventurous, creative, et cetera. As the brand's living 'spokesperson', it spells instant doom for the brand if the influencer(s) they engaged in exhibits traits opposite to what the brand intends to reflect, thereby attracting negative publicity and unwanted attention for the influencer and the brand. It is hard to rebuilt confidence and trust to a brand once the reputation is scarred. This caused a loss of potential income for this young Tiktok influencer and, for the brand, a loss of opportunity to reach the influencer's captive group of fans/ audiences which, in this case is about 112,000 followers on TikTok.

So how does brands prevent itself from engaging a problematic influencer? One way is to always stay on top of the news. To be on the constant lookout for the potential TikTok or Instagram influencers on newspapers, magazines, even online forums and tabloids, to monitor an influencer's behaviour for a time before engaging with them. One downside for this method is that it is tedious and time-consuming.

Another method is to engage with a public relations/ marketing agency like because ideas. because ideas curates its own influencers database, with first-level, personal understanding of every influencers they engage in. We consult with brands on the influencer(s) that are suitable and relevant to their businesses target audience, with a background analysis of the influencer's credibility. After which we help to craft out a campaign strategy to maximize value and impact, so that nothing is amiss and objectives met.

because ideas

A young PR and marketing agency that focuses on value-creation and client success. It offers strategic marketing & communications consultancy, social media strategy & management, media engagement, placements and influencer marketing. It works with SMEs, organisations and professionals to build their presence and maximize impact.