Social media has taken over the world, and it’s not slowing down anytime soon. Businesses —big and small—are turning to platforms like Instagram, Facebook, and TikTok to reach their audiences, showcase their products, and grow their brands. Big companies with established reputations and deep pockets might not need to rely on social media to the same extent.
But for small businesses, these platforms are a game-changer.
In a world where reaching a wide audience can feel like a challenge, small businesses have turned to influencer marketing as a solution. It seems simple enough: collaborate with influencers who have large followings, and boom—your product is in front of a potential customer base that could change your fortunes.
Unfortunately, the reality is not always so picture-perfect. While influencer marketing has a 25 per cent success rate in reaching a large number of people, the stories of businesses that didn’t get the results they hoped for are growing. Some have even fallen victim to scams, deceived by influencers who’ve promised the world but delivered little—or worse, damaged their reputation. The impact of these ‘deals’ can be devastating, and businesses—especially the small ones—are left picking up the pieces. Yet, many owners are too afraid to speak out. But as more and more share their stories, a darker side of influencer marketing is beginning to emerge.
The not-so-glamorous reality: Business owners speak up
The situation often begins like many others, a small business, excited about a potential boost in sales, reaches out to an influencer with a large following. They offer their best product for free in exchange for a post or mention on social media. What could go wrong?
Well, for one business owner, things went sideways quickly. After sending their best-selling dress to an influencer who promised to showcase it to her thousands of followers, the post never came. Days turned into weeks, and all that was received in return was the dress
—returned and worn. “It came back in worse shape than I sent it out,” the business owner recounted. “No promotion, no acknowledgment. Just the dress. And no explanation.”
The influencer, who had been posting about other brands, failed to communicate, leaving the small business owner frustrated and out of pocket.
The business owner couldn’t help but wonder if the influencer had simply neglected the promotion altogether, leaving her with more questions than answers. To make matters worse, the dress was no longer in the condition she had sent it in. Since it wasn’t as expected, she couldn’t resell it to someone else, and the business owner was left to bear the loss.
The same sense of betrayal was faced by another small business that sent kitchen accessories to an influencer, hoping for a promotional video in return. The influencer had promised to create a post and share it with her followers, but months went by with no word. Despite repeated follow-ups, the influencer remained silent. “I kept thinking, ‘Maybe she’s just busy,’ but now I’m starting to feel like it was all a trick,” the business owner said. She, too, was left with nothing but disappointment, wondering whether she’d been scammed for her product.
A handmade jewellery shop had a similar story to tell. They collaborated with a popular fashion influencer, expecting that her large following would help boost their sales. But after the influencer posted about the jewellery, they saw little engagement.
“We had high hopes because of her large following, but no one seemed interested.” After following up, they discovered that the influencer had received the jewellery but had not even bothered to tag the shop or link to their website, completely neglecting their commitment to promote the brand.
One small business sent out their best products in hopes of a meaningful collaboration, only to be met with nothing in return. Another was left wondering if the influencer had taken advantage of them, while a third questioned why they bothered reaching out in the first place. They had invested time, money, and trust into these partnerships, only to be left feeling deceived and disappointed.
What was supposed to be a mutually beneficial collaboration had turned into a one-sided deal, and many business owners are left questioning the integrity of influencer marketing?
They had hoped for exposure, but what they received in return was a lack of follow-through, empty promises, and, at worst, a sense of being exploited for free products. It’s a growing issue that many are hesitant to talk about publicly, but behind the scenes, it’s clear that influencer marketing is becoming more complicated and, for some small businesses, downright risky.
The problem with influencers who promote anything and everything
Influencer marketing has evolved, but not always for the better. Once a reliable way to promote products, it is now inundated with influencers who promote anything without considering the implications. Whether its skincare, weight-loss supplements, or questionable energy drinks, influencers often push products of varying quality.
A growing trend involves influencers endorsing homemade skincare products. Many of these are uncertified and improperly tested, yet influencers still promote them. One beauty influencer endorsed a homemade soap with glowing reviews, claiming it was her secret to radiant skin. However, after using the soap, she developed red, inflamed patches. When questioned, she apologised: “Not all skin is the same, maybe this isn’t for me.” By then, the harm was done.
Weight-loss teas are another issue, often marketed as “miracle solutions.” One influencer, who posted daily about a specific tea, omitted that she was also following a strict diet and using other products. Her followers believed the tea alone caused her transformation. Months later, complaints of bloating and digestive issues arose, but she ignored them and continued promoting new products.
Some influencers endorse products with little to no value, highlighting the lack of expertise and integrity in influencer marketing. While businesses may be drawn to high follower counts, this often overshadows the need for expertise. For example, a fitness influencer without nutritional qualifications may promote dietary supplements with exaggerated claims, risking harm to consumers and damage to brands.
Small businesses, in particular, risk harming their reputation. While collaborating with influencers with large followings may seem advantageous, a lack of expertise can backfire. Followers trust influencers for their popularity, not their knowledge. Misleading claims about supplements or beauty products can harm consumers and tarnish a brand’s credibility.
A large following doesn’t guarantee an influencer is suited to educate audiences about your product. Prioritising authenticity and expertise is essential. Partnering with influencers with genuine knowledge or credentials in their niche helps protect businesses from misleading or harmful endorsements.
Over-saturation of niche Influencers
While influencers often provide cost-effective ways to reach specific audiences, over-saturation has become a growing challenge in influencer marketing.
This occurs when too many businesses flood the same niche with partnerships. For example, in the beauty industry, every brand may turn to the same influencers to promote skincare products. When consumers see the same influencer endorsing competing brands in a short time, it can lead to confusion and fatigue. Overexposure to similar products and messages diminishes their impact, as audiences tune out from the repetition.
For small businesses, over-saturation can mean wasted marketing budgets. What was once an effective strategy—working with niche influencers who have engaged followers—can backfire in crowded markets? Consumers overwhelmed by constant endorsements may struggle to differentiate between brands. Consequently, businesses relying on influencer marketing in such niches risk having their message lost in the noise.
When influence turns to fatigue
Consumers are increasingly fed up with influencer marketing. A recent study by the user-generated content agency EnTribe reveals that people value authenticity and no longer sees influencers as the trusted sources they once were.
The survey found 86 per cent of consumers trust brands that publish user-generated content (UGC) over those relying on influencers. Only 12 per cent said they were likely to purchase a product endorsed by an influencer.
Additionally, 81 per cent stated that a brand’s use of influencers had no impact or a negative impact on their perception of the brand. Over half (51 per cent) admitted to scrolling past influencer posts.
As ‘influencer fatigue’ grows, many are rejecting the trend of influencer recommendations. People are tired of seeing the same faces promoting similar products without authenticity or transparency.
Brands are rethinking their strategies. Paying influencers to promote products is no longer enough. Transparency and authenticity are essential. The most successful influencers today are selective about their endorsements and remain transparent about brand relationships.
To succeed, businesses must adapt. Partnerships should focus on authenticity, with influencers who genuinely believe in the product and thoroughly research the brands they promote. Most importantly, their content must resonate with audiences.
Honest and responsible influencers will thrive in this shifting landscape.
So, what’s next?
Influencer marketing isn’t going away, but its future will depend on brands, businesses, and influencers prioritising transparency, responsibility, and trust. While influencer fatigue continues to rise, there’s a silver lining: brands that focus on genuine relationships with their customers—through UGC or authentic partnerships with influencers—are the ones that will truly stand out.
For small businesses, it’s crucial to be vigilant and strategic when selecting influencers to work with. Instead of jumping at the chance to collaborate with anyone who has a large following, business owners should focus on building genuine relationships that go beyond just a quick post. The best influencer partnerships will be the ones built on trust, shared values, and a mutual commitment to offering value to customers.
As the world of influencer marketing evolves, the businesses that succeed will be those who can navigate the tricky waters of authenticity and transparency. In the end, it’s not about how many followers you have—it’s about how much trust you’ve built with your audience.