Working With Influencers in a Polarized World

By now, everyone knows the value of influencer marketing — consumers respond well to “real people” working as influencers because they tend to be more genuine and relatable. If customers see a little bit of themselves in an influencer, they are likely to engage with that individual on social media and trust the products and services they promote.
However, influencers often come with opinions on topics beyond just the items in their sponsored posts. We are seeing this in today’s highly polarizing social environment: Individuals from all industries and walks of life are becoming activists, and social media gives them a platform to address the issues that are important to them, often to large audiences.