Know the Risks: The Dark Side of Influencer Collaboration

Abstract

This chapter opens with the story of The Walt Disney Company’s acquisition of the multi-channel network Maker Studios, and how it led to an embarrassing incident when Maker’s star YouTuber, Felix Kjellberg (aka PewDiePie) took a supposed joke way too far, forcing Maker to cut ties with the Kjellberg and overcome a major PR disaster. The chapter explains how brands need to be aware of potential reputational and legal risks, such as what happens when an influencer’s behavior goes against the values of the collaborating brand, as in the case with Disney/Maker and Kjellberg. Additionally, it introduces a series of considerations that brands need to watch out for when it comes to deciding whether to work with an influencer in the first place like competitive issues and uncovering ‘fake influence’.