‘Don’t lie to me to get free stuff’: how small businesses are fighting back against influencers

Nicole Flanagin, a cat cafe owner in North Carolina, found herself in a nightmare scenario when an influencer with 170,000 followers posted a misleading review claiming her staff had been unaccommodating to her crying child. The video quickly gained traction, and Flanagin feared her business would be ruined by the false accusations.

Rather than letting the lie stand, Flanagin turned to her security footage, which showed the influencer's visit lasted less than 40 seconds with no evidence of the alleged incident. She posted the CCTV footage on her TikTok page with an outraged comment, which has since garnered over 640,000 views. The influencer eventually deleted her review and posted an apology.

The influencer economy

Flanagin's experience is part of a growing trend as small businesses push back against dishonest influencers. The influencer economy is now worth $250 billion and projected to nearly double by 2027, making these content creators powerful forces that can either boost or damage businesses.

Many business owners acknowledge the benefits of influencer marketing. "Influencers absolutely catapulted my business to where it is now," says Lucy Herron, founder of British shoe brand Sloafer. "You can sell 50 pairs of shoes in 24 hours, and that is the difference between you being able to put a bit of money in your profit pot and not being able to pay your invoices."

Double-edged sword

However, depending on influencers as a marketing strategy comes with significant risks. Herron recounts sending a free pair of £225 ballerina trainers to a reality TV influencer who initially refused to post about them due to tax concerns, then eventually posted a photo where she was barely visible. "It was like collaborating with a ninja," Herron says. "It sticks in your throat – they could buy a pair of my shoes in every colour and it wouldn't dent their bank balance."

Pushback and consequences

Some businesses are taking stronger measures against problematic influencers. When Four Winds Craft Guild in Massachusetts posted a "no influencers" sign, it went viral, with some creators accusing the owner of misogyny. Independent shops are also banning influencers altogether, and London's Borough Market has clarified its filming rules in a crackdown on what it calls "the plague."

Josh Wheeler, founder of PR agency Be Broadcast, has worked with influencers for 15 years and notes that businesses often treat them with kid gloves. "There is often a nervousness," he says. "It's like they forget they're in charge." As the relationship between businesses and influencers continues to evolve, more small business owners are choosing to fight back rather than accept dishonest treatment.