Superstar Weekly

In today’s hyper-politicized world, brands are increasingly finding themselves in a precarious position when it comes to partnerships with influencers. As the political landscape grows more divided in the run-up to the US elections, this tension only promises to intensify, creating a complex minefield that brands and influencers must navigate with caution.

The shift in dynamics is notable.

Previously, many brands have seen positive engagement from taking clear stances on political issues, resonating particularly well with younger demographics who expect the brands they support to reflect their values. 

However, recent events have shown that the risks associated with such stances are climbing. High-profile backlashes, such as the fallout from Bud Light’s partnership with trans influencer Dylan Mulvaney, highlight the potential for significant brand damage when public reactions turn sour.

This has led to brands becoming increasingly wary of expressing any political opinions. Notably, during events such as Pride Month or in the wake of geopolitical conflicts like the war between Israel and Hamas, many brands have opted to mute their presence or withdraw from earlier positions to avoid the kind of backlash that can lead to boycotts and financial losses.

Influencers, too, are feeling the pinch. Those who have built their following on authenticity and speaking out on issues that matter to them find themselves at a crossroads. On one hand, expressing their views on critical social issues can deepen their connection with their audience. On the other, it risks alienating brand partners who are skittish about political controversy. This is particularly true for influencers whose very identities—such as people of color or members of the LGBTQ+ community—might be viewed through a political lens, making them vulnerable to the first cuts when brands retreat from controversy.

The stakes are high. 

Brands and influencers alike must carefully consider how they approach political discussions. Agencies and brands are ramping up their monitoring efforts, vetting influencers not just for their reach and engagement rates but for their political expressions and the potential risks these might carry.

This cautious approach can limit opportunities for a wide range of creators, particularly those from marginalized communities who may feel compelled to dilute their voices to maintain commercial viability.

Moreover, as we approach another election in the US, avoiding politics will become even more challenging. The conversations around social and political issues are expected to intensify, making it nearly impossible for influencers to remain neutral. Brands, therefore, must decide whether to embrace this new reality and how closely they align themselves with influencers who may speak out on these divisive issues.

While the evolving relationship between brands and influencers presents significant challenges, it also provides an opportunity for both parties to redefine what it means to engage with social and political issues.

For brands - the key will be finding a balance between maintaining brand safety and respecting the voices of the influencers they partner with.

For influencers - the challenge will be navigating their authenticity with commercial interests.

How each party navigates this complex landscape will likely redefine their roles and impacts in the coming years, paving the way for a more nuanced and practical approach to brand-influencer partnerships.

Industry spotlight

Senate passes bill banning TikTok

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Brands’ need for content hits record high despite fewer influencer partnerships, new study shows

Market research company eMarketer has released a new report titled “The State of Influencer-Brand Deals 2024,” examining the evolving landscape of influencer marketing as brands invest more strategically in partnerships with creators in 2024. Read more here

Snapchat adds AI watermarks feature

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Twitch is bringing its TikTok-style feed to everyone this month

Twitch’s new TikTok-style discovery feed will roll out to all users later this month. As users scroll through the live feed, they can discover live content from creators they follow and Twitch-recommended streams. If users like a particular stream, tapping the creator’s avatar will switch to theater mode, allowing them to interact directly with the live stream. Read more here

Starpower

Popular YouTuber Marques Brownlee’s review of Human AI could single-handedly bring down the brand

Humane AI raised over $230 million before shipping its first product. However, shortly after launch, the focus quickly shifted to Brownlee’s candid and impactful review, sparking a massive uproar. Read more here

Indonesia taps influencers to convince people to move to its new, under-construction capital

Four years after Indonesian President Joko Widodo announced that he would move the nation’s capital from the main island of Java to Borneo, he led a tour of dozens of influencers through Nusantara, the new capital under construction. Read more here

Walmart+ enlists celebrity moms to answer TikTok questions for Mother’s Day

Paris Hilton, Whitney Cummings and others will participate in an ask-me-anything-style conversation for the second iteration of a “Mother of All Savings Memberships” campaign. Read more here

What we’re reading

Meet BrendaHashtag, the influencer shaping the digital fashion space [Link]

John Deer’s Gen Z strategy - Why it’s hiring a creator for $200K to launch TikTok account [Link]

Inside Mad Rabbit’s ambassador marketing strategy [Link]

The influencers getting paid to promote designer knockoffs from china [Link]

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