In a world where social media influencers hold significant sway over consumer buying behavior, questions around the legal implications of their actions become incredibly pertinent. One instance, capturing recent headlines, emphasizes the potential for these influencers to incite chaos, manifesting in a public disorder situation.
According to a jdSupra post, an influencer with 3.6 million followers announced a giveaway at New York’s Union Square, resulting in a chaos that led to the arrest of 65 individuals. This incident underlines a need for corporations to be judicious in selecting influencers for marketing campaigns and understanding the nuances of their potential actions.
However, it’s easy to see why many are drawn to influencer marketing. The same jdSupra post underscores the current influencer marketing landscape in the US, revealing that it is estimated to be valued at over $16 billion. Moreover, 72% of Gen Z and Millennials, key demographics for many brands, follow influencers on social media platforms. Additionally, it forecasts that 89% of marketers plan to increase their investment in influencer marketing, suggesting the trend is far from slowing down.
With such widespread reach, it is imperative for law professionals, corporations, and influencers alike to understand the legal implications of their tasks. While aligning a brand with an influencer is an attractive proposition, vigilance is needed to ensure that potentially damaging events are avoided. This recent event could lead to an increase in contractual requirements for influencers, including clear conduct codes and possible liabilities for any untoward incidents caused by their posts. In sum, this influencer-fuelled disturbance in Union Square is a wake-up call for the entire industry to further scrutinize their influencer marketing strategies and affiliation agreements.