A unprecedented survey by Grapa'C, the influence marketing operation of the Dreamers Group, analyzed more than 114 thousand comments on 100 posts by ten influencers known for their political positions. The objective was to verify whether the political positioning of these content creators really represents a risk for the brands that hire them.
The study results indicated that companies' concerns may be disproportionate to the real danger. Only 3% of the comments' manifestations presented an association between politics and brand, suggesting that the majority of consumers do not automatically connect the influencer's political positioning to the brand they promote.
The fear that an influencer's political positioning might contaminate a brand's image appears to be greater than the actual risk. The research suggests that brands may have more leeway to work with content creators who express political opinions without this causing significant damage to their reputation.
