The difference between influence and advocacy, and the importance of an ethical ecosystem

In an earlier column for the Fourth Floor newsletter, I touched on the incorrect, but often repeated, conflation of popularity and influence. The attempted disinformation effort to discredit the Pfizer vaccine via authoritative influencers reminds us of another tenet of influencer marketing. The term ‘influencer’ should not be used interchangeably with the term ‘brand advocate’. 

Influence is neutral. Influencers are change agents who may hurt just as much as they may help a communicator’s cause. Advocates, on the other hand, are supporters, people - often customers - who talk favourably about a brand or product. These advocates may or may not hold power to influence.

Brand owners seek out those online who hold both influence and advocacy for their brand. They should also identify those who hold influence but who share a negative sentiment. The firm should look to improve that sentiment to either a neutral position or a positive one. 

The Pfizer vaccine misinformation episode also reminds us that there are bad actors at play at the fringes of our industry. Sadly this is not new. In 2018, Manuel Gutierrez, AKA Manny MUA, allegedly posted paid-for negative reviews. The YouTuber was reportedly paid $70,000 by Lilly Lashes founder Lilly Ghalichi to post a negative review of rival company Lashify’s products, something that Ghalichi has vehemently denied.

Not only is the publication of false reviews unethical, it also breaks regulators’ rules. Both the Federal Trade Commission in the US and the Competition and Markets Authority in the UK prohibit the publication of false advertising. 

The New York Times story references two health and science influencers who went to the effort to research the validity of the PR agency and influencer marketing platform who approached them to create negative content around Pfizer. How many other influencers would be so diligent? 

One way to shortcut the digital due diligence for both influencers and for brands would be the widespread adoption of professional associations. If both sides of the influencer ecosystem adhered to codes of conduct, it would help everyone involved weed out the good actors from the bad ones. 

A version of this column first appeared in the eighth edition of Fourth Floor’s influencer marketing newsletter.

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