FridayOL

Aussie business owner, Sarah, from the popular brand 'Don't Tell Ma', is raising awareness about a concerning trend impacting small businesses: influencer 'ghosting'. Sarah alleges that an influencer received $600 worth of products in exchange for promotion but subsequently disappeared without delivering the agreed-upon content. This incident highlights the risks small businesses face when collaborating with influencers and the importance of having clear contracts and expectations.

The Incident: A Tale of Unfulfilled Promises

Don't Tell Ma, known for its unique and quirky accessories, prides itself on supporting emerging influencers. Sarah, the founder, shared her frustrating experience on social media, detailing how she sent a substantial shipment of products to an influencer in hopes of increased brand visibility. The influencer initially engaged positively, expressing excitement about the items. However, after the products were received, all communication ceased. The influencer simply vanished, leaving Sarah and her team with no content and a significant financial loss.

“I’m so disappointed,” Sarah stated in a post. “We’re a small business, and we rely on these collaborations to grow. It’s disheartening when someone takes advantage of that trust.”

The Growing Problem of Influencer Ghosting

Sarah’s experience isn't isolated. Influencer ghosting, where influencers accept products or payment and then fail to deliver on their agreed-upon promotional duties, is becoming an increasingly common problem for small businesses, particularly in Australia and Singapore. The allure of free products and potential exposure often leads influencers to overcommit, and when faced with the realities of content creation, some choose to disappear rather than deliver subpar work or face criticism.

Protecting Your Business: Key Takeaways for Singaporean Businesses

This incident serves as a crucial reminder for Singaporean businesses engaging with influencers. Here are some steps to mitigate the risk of being ghosted:

• Formal Contracts are Essential: Always have a detailed contract outlining deliverables, deadlines, usage rights, and payment terms.
• Clear Expectations: Be specific about the type of content required (e.g., Instagram posts, stories, Reels, blog posts).
• Content Approval: Include a clause allowing you to review and approve content before it’s published.
• Payment Structure: Consider a tiered payment structure – a portion upfront, a portion upon completion of the content, and a final portion after performance metrics are met.
• Due Diligence: Research the influencer's reputation and engagement rate before partnering. Check for past instances of missed deadlines or unfulfilled obligations.
• Track Performance: Monitor the influencer's activity and engagement metrics throughout the campaign.

A Call for Accountability

Sarah’s decision to publicly share her experience is a brave one, aiming to raise awareness and encourage accountability within the influencer marketing industry. While she acknowledges the value of influencer collaborations, she emphasizes the need for businesses to protect themselves and demand professionalism.

“We’re not trying to blacklist anyone,” Sarah clarified. “We just want to ensure that small businesses like ours are treated fairly and with respect.”

This story resonates with many Singaporean entrepreneurs who are navigating the complexities of digital marketing and influencer collaborations. It’s a reminder that while influencer marketing can be a powerful tool for growth, it’s crucial to approach it with caution and a clear understanding of the risks involved.