How do you recognize a shitstorm among influencers with IROIN®?

The IROIN® Influencer Marketing Suite doesn't directly show you negative news about influencers, but it does offer clever ways to identify potential controversies or negative publicity about creators early on. A PR disaster or a shitstorm can significantly jeopardize your campaign, so it's important to identify such risks in advance.

Background research: Use search engines specifically

Thorough manual research is often the best first step to uncovering potential PR disasters. Enter the influencer's name into search engines like Google and check various sources. Look at news articles, read blog posts, and browse discussions in forums or on platforms like Reddit. Mentions on social media can also provide clues. Has the influencer been involved in any scandals, legal issues, or other controversies? You can often find such information with just a few clicks, and it will help you quickly assess potential risks for your campaign.

Analyze posts and comments: Identify warning signs

Another important step is analyzing the influencer's social media profiles – and this is where IROIN® provides optimal support. The Discovery Report lets you take a detailed look at interactions. Check the comments under the posts: Negative feedback, accusations, or heated discussions could indicate a shitstorm. Also pay attention to the engagement rate: Disproportionately high interactions on a single post could indicate a problem – a high number doesn't always mean a positive response, but could also indicate a conflict. If a creator also disables the comment function for many posts, that's a warning sign.

Review engagement and interactions over time

In addition to analyzing individual posts, it's worth looking at the chronological pattern of interactions provided by the Discovery Report. Are there any sudden anomalies, such as sharp spikes in comments, that can't be explained by viral content? Such patterns could indicate a shitstorm or negative publicity. A sudden decline in interactions after a controversy is also a sign you should take seriously.

Initial consultation: Direct communication with the influencer

If you still have doubts despite good metrics, a candid initial conversation with the influencer is helpful. Ask specifically if the creator has ever experienced negative feedback or a PR disaster, and how they handled it. Not all influencers are completely open about this, but most are interested in a positive collaboration and share their experiences. This direct communication gives you additional security and helps you better assess potential risks. Combine these insights with the data from IROIN® to make an informed decision.