Not only stakes are higher for brands because of money invested in influencer activities, but also the fact that social media backlash can be severely damaging to a brand's reputation once things go wrong
Social media backlash can be severely damaging to a brand’s reputation once things go wrong Image: Shutterstock
Gaurav Taneja, a popular content creator and social media personality with over seven million followers on YouTube alone, recently tweeted about how performing â€havan’ can be an antidote to pollution. He went on to support this argument using the Bhopal gas leak as an example, which ruffled a lot of feathers online where multiple users started accusing him of spreading misinformation and being irresponsible in putting out unscientific content.
Unfazed by criticism, Taneja put out a tweet justifying that he stands by what he wrote. This is not a standalone incident. Taneja, who continues to enjoy a massive fan following, also receives flak for his alleged misogynistic content.
Taneja is among hundreds of content creators and social media influencers who have been unabashedly doling out unproven and unscientific content under the guise of fitness tips, beauty advice, and mental health to their unassuming followers. Often these creators end up making their money through well-paid brand collaborations that can range from Rs 50,000 to several lakhs per post/video.
Not only are the stakes higher for brands because of money invested in influencer marketing activities, but also the fact that social media backlash can be severely damaging to a brand’s reputation once things go wrong.