Recent research by Freeman Wu and Michelle Daniels reveals that when online influencers disable social media comments, they may unintentionally harm their personal brands. While turning off comments might seem like a reasonable way to protect oneself from online negativity, the study found that this action often leads to perceptions of the influencer as less sincere, likable, and persuasive and could affect the direction of their influencer marketing. This outcome can have significant implications for influencers, particularly in terms of their effectiveness in promoting products and maintaining their audience’s trust.
The research, which included seven studies of influencer marketing strategy, began with an analysis of Twitter (now X) posts that mentioned influencers turning off comments. Compared to other posts, these tweets exhibited a more negative sentiment. Subsequent experiments showed that social media users rated influencers lower when comments were disabled, even when all other factors remained constant. Participants were also less inclined to engage with products endorsed by influencers who had disabled comments, showing a 9% drop in interest compared to those who saw posts with comments enabled.
The study highlights that consumers value the ability to express their opinions and view it as a sign of an influencer’s openness and sincerity. This perceived “consumer voice” is crucial for establishing a sense of intimacy and trust between influencers and their followers. When influencers disable comments, they may inadvertently signal that they are not open to feedback, which can lead to a decrease in their likability and persuasiveness.
Moreover, the research suggests that disabling comments can be more damaging than leaving negative comments visible. While influencers might think that turning off comments shields their reputation from further harm, the opposite is often true. The study found that viewers perceived influencers who disabled comments as less sincere and likable than those who left negative comments visible.
However, the researchers noted that the backlash against disabling comments could be mitigated if influencers are transparent about their reasons, such as taking a break for mental health. When influencers acknowledge their need for a break or explain their actions, their audiences are more likely to be understanding and supportive.
In conclusion, while disabling comments might offer short-term relief from negativity, it can have long-term consequences for an influencer’s personal brand. Wu and Daniels emphasize that influencers should carefully consider the potential impacts of this decision and, if necessary, communicate transparently with their audience to maintain trust and credibility. Understanding these dynamics can help influencers make more informed choices that benefit both their well-being and professional success.
