This may be an unpopular statement, but when businesses employ influencer marketing, it can be a double-edged sword. While it can be a powerful tool, oversaturation can harm your brand. When every influencer promotes your product, the perceived authenticity and quality of your product diminish.

Consider belly-shrink teas and the recent AG1 “superfood” green drink mix. AG1 is heavily promoted on YouTube, Instagram, and TikTok by influencers across various genres, from drama and beauty to true crime. Adding to this, a script goes out to every single influencer, and each one uses the same five talking points. This indiscriminate promotion, regardless of the channel’s relevance, makes the brand appear disingenuous. This lack of authenticity can ultimately damage a brand’s reputation.

When you examine various unbiased and unpaid reviews, you find that the product underperforms. It doesn’t work, just like many other green powders—it’s all marketing hocus-pocus.

Remaining honest and trustworthy ensures longevity for your brand better than the oversaturation of bogus reviews.