Influencer marketing may be an incredible tool, but it is not without risks. Allying yourself with a personality means their behavior reflects on your brand. While it may not necessarily be true, any controversial statements made by allied influencers can be construed as ideas your small business promotes. Whether that's true or not is irrelevant - what matters is that you keep your company safe should those statements start going against your brand.
Credibility is an integral part of marketing, with a lack of trust doing irreparable damage to a business. Organizations spend huge sums building brands that evoke a sense of quality, integrity, and other positive feelings. It can be difficult, though, for new and small businesses to create a brand name that speaks for itself. Competition for attention online leads to rising advertising costs and difficulties gaining search engine prominence. However, one solution that combats these problems and offers instant credibility is an endorsement from an influencer.