However, "tone-deafness" can be a major spoilsport for such marketing efforts. Instagram influencer Jeremy Kost was recently criticized for using California wildfire hashtags with promotional content – a trend called ‘keyword squatting’ that allows for piggybacking on trending catastrophes. Arielle Charnas is the latest #Covidiot’’ influencer to receive backlash for ‘flaunting privilege’ & lost hundreds of followers for her brand ‘Something Navy’.
The future hinges on micro-influencers who prioritize the quality of content over quantity of likes & followers. In these trying times, American stylist Chriselle Lim has garnered a positive response by posting about her WFH reality with kids, a fresh change from insensitive comments by wealthy celebrities. Hence, brands ought to focus on influencer marketing with 3Rs - #Relatable content, #Rational behavior & #Real people.