Unveiling the Dark Side of Social Media Influencers
                     Unveiling the Dark Side of Social Media 
Influencers: Understanding the 
Challenges and Implications  
In recent years, influencer marketing has emerged as a prominent strategy for cannabis brands to 
connect with their target audience and promote their products or services. While many influencers 
maintain ethical practices and establish mutually beneficial relationships with brands, it is 
important to acknowledge that there are instances where influencers take advantage of brands. In 
this article, we will explore some of the key issues and shed light on why working with numerous 
young influencers may not always be the best approach.  
1. Lack of Authenticity: Authenticity plays a pivotal role in influencer marketing. However, 
some influencers prioritize their personal gains over maintaining genuine connections with 
their audience and brands. They may endorse products they don't genuinely use or believe in, 
which leads to a lack of trust among their followers and the wider online community. This 
behavior not only harms the reputation of the brand being promoted but also erodes the 
credibility of influencer marketing as a whole.  
2. Shallow Engagement: The success of an influencer is often measured by their follower 
count, but this metric can be misleading. Some influencers focus solely on increasing their 
numbers without dedicating enough attention to building meaningful connections or engaging 
with their audience. As a result, cannabis brands may find themselves partnering with 
influencers who have a large following but low engagement rates. This can lead to ineffective 
campaigns and wasted resources, which are not tax deductible. Unless the influencer is posting 
content in lingerie solely for the purpose of attracting views, the engagement may not be 
genuine.  
3. Exploitative Practices: In certain cases, influencers may exploit their relationships with 
brands for personal gain. They might demand exorbitant fees, extravagant perks, or free 
products without providing adequate value in return. This exploitation can strain brand budgets 
and create an unsustainable working dynamic. Furthermore, influencers who engage in 
questionable practices like buying fake followers or engagement can manipulate brands' 
perception of their reach and influence.  
4. Inconsistent Messaging: When brands collaborate with influencers, their aim is to align 
their message and values with those of the influencer. However, some influencers may switch 
between endorsing competing brands or even promoting contradictory products. This 
inconsistency can confuse consumers and dilute the brand's image and positioning. It is 
essential for brands to thoroughly research an influencer's past affiliations and partnerships to 
ensure they are aligned with the brand's values and target audience.  
5. Lack of Professionalism: Influencers, like any other professionals, should uphold a certain 
level of professionalism when working with brands. This includes meeting deadlines, 
delivering high-quality content, and adhering to agreed-upon guidelines. Unfortunately, some 
influencers may exhibit unprofessional behavior, such as failing to deliver content as promised, 
disregarding brand guidelines, or engaging in public feuds that can harm a brand's reputation. 
It is not uncommon for cannabis influencers to have high expectations and very little follow-
through, even when they are sent a PR package from someone outside of the cannabis industry. 
An example of this would be an influencer intentionally leaving out a minority-owned brand 
from their content, despite being curated by the brand, while still praising other items in the 
box.  
Given these potential pitfalls, it is crucial for brands to exercise due diligence when selecting 
influencers to partner with. Hearsay and assumptions are not reliable in these situations. 
Conducting thorough research, analyzing an influencer's past behavior and collaborations, and 
assessing their audience engagement can help brands make informed decisions and avoid working 
with influencers who may take advantage of the relationship. Building long-term relationships 
with influencers who embody authenticity, professionalism, and a genuine interest in promoting 
the brand can yield more meaningful and successful partnerships.  
It is important to acknowledge the implications of these issues not only for brands and influencers 
but also for the followers. Our study warns social media users of problematic engagement and its 
consequences. Social media users who are attracted to influencers can become easily attached and 
engage excessively, leading to potential negative effects on their well-being. Users need to be 
aware of these risks and exert self-regulation to manage their interactions with influencers.  
For example, followers can consciously manage their participation comprehensiveness, which 
refers to the reasons for following an influencer and the extent of their participation (such as 
watching, liking, commenting, and sharing). This can be achieved by utilizing the phone's 
functions and tools, such as setting daily time limits on Instagram or turning off notifications for 
the app.  
Social media influencers should also be mindful of their followers' problematic engagement. 
Although it may contradict their goal of increasing follower engagement, they can focus on 
creating a healthy relationship with their followers. For instance, influencers can openly address 
the issue of problematic engagement and show care for their followers' well-being. This approach 
contributes to the sustainability of the relationship, as studies have shown that social media users 
with problematic behavior are more likely to discontinue using platforms over time.  
Further research on the dark side of social media influencers is needed, and we call for future 
studies to explore additional negative consequences such as followers' anxiety, depression, and the 
impact of following influencers on followers' well-being.  
Implications for Influencers and Followers:  
Our study highlights the potential problems associated with social media influencers and their 
impact on followers. We argue that social media users who are attracted to influencers can easily 
develop strong attachments and engage excessively, which can lead to negative consequences. It 
is important for users to be aware of these risks and take steps to manage their interactions with 
influencers.  
One factor that contributes to attachment development is the comprehensiveness of followers' 
participation, including watching, liking, commenting, and sharing content. However, followers 
can consciously manage their engagement by utilizing the functions and tools available on their 
phones. Setting daily time limits on Instagram or turning off notifications for the app can help 
users maintain a healthy balance.  
Social media influencers should also be mindful of their followers' problematic engagement. While 
their goal may be to increase follower engagement, they can prioritize creating a healthy 
relationship with their audience. This can be achieved by openly discussing the issue of 
problematic engagement and demonstrating care for their followers' well-being. Research suggests 
that social media users with problematic behavior are more likely to discontinue using platforms 
over time, so fostering a positive and supportive environment is crucial for sustainability.  
Further research is needed to explore the negative consequences of social media influencers in 
more depth. This includes investigating the impact on followers' anxiety, depression, and overall 
well-being resulting from following influencers.  
By conducting thorough research, setting clear expectations, and actively monitoring influencer 
performance, brands can mitigate the risks associated with unreliable influencers. It is crucial to 
collaborate with influencers who demonstrate professionalism, authenticity, and a genuine interest 
in promoting the brand's values. Long-term partnerships built on trust and shared goals are more 
likely to yield positive results.  
Furthermore, brands should diversify their marketing strategies and not rely solely on influencer 
endorsements. Exploring other avenues such as owned media, creative advertising, or 
collaborations with reputable content creators can create a well-rounded marketing approach that 
is not solely dependent on influencers. This helps reduce the potential negative impact of unreliable 
influencers on brand campaigns and resource allocation.  
By thoroughly researching influencers, establishing clear expectations, and actively monitoring 
their performance, brands can mitigate the risks associated with unreliable influencers. Look for 
influencers who demonstrate professionalism, authenticity, and a genuine interest in promoting the 
brand's values. Long-term partnerships built on trust and shared goals are more likely to yield 
positive results.  
Moreover, it is essential for brands to diversify their marketing strategies and not solely rely on 
influencer endorsements. By exploring other avenues such as owned media, creative advertising, 
or collaborations with reputable content creators, brands can create a well-rounded marketing 
approach that is not solely dependent on influencers. In conclusion, while influencer marketing 
can be an effective strategy for cannabis brands, it is crucial to approach it with caution and conduct 
thorough research. It is true that not all influencers possess a strong work ethic or a realistic view 
of the world. The allure of fame, free products, and financial gains can sometimes lead influencers 
to prioritize their own interests over maintaining genuine connections and delivering on brand 
expectations. Brands should be aware of this potential unreliability and exercise due diligence in 
selecting influencers for partnerships.