INFLUENCER MARKETING

Harvard study reveals hidden costs of sponsored content for influencers

By our African Marketing Confederation News Team | 2025

Researchers identify a ‘reputation-burning effect’ – a measurable decline in subscriber count following sponsored posts.

In an era in which influencer marketing dominates digital platforms, a study published in the journal Management Science unveils a surprising reality: sponsored content can harm an influencer’s reputation and reduce audience engagement.

Photo by George Milton from Pexels

Analysing thousands of YouTube videos from top beauty and style influencers, researchers uncovered what they call a ‘reputation-burning effect’ – a measurable decline in subscriber count following sponsored posts. 

 

Compared to equivalent organic, unsponsored content, posting a sponsored video leads to an average 0.19% decrease in an influencer’s subscriber count. Although that percentage may seem small, for influencers with millions of followers, even minor losses can have significant financial and reputational consequences. 

 

This effect was particularly pronounced for larger influencers, suggesting that the more popular the creator, the higher the stakes. 

 

Marketing efforts may not lead to the desired outcomes 

 

“If consumers don’t perceive influencers as trustworthy and authentic, much of their marketing efforts may not lead to the desired outcomes,” says Mengjie (Magie) Cheng, co-author and doctoral student at Harvard University. 

 

The study, titled ‘Reputation Burning: Analysing the Impact of Brand Sponsorship on Social Influencers’, also identified strategies that can mitigate the negative impact of sponsorships: 

 

  • Content Alignment Matters: Sponsored content that closely matches an influencer’s typical style is more accepted by audiences. 

 

  • Smaller Brands Have an Advantage: Promotions for lesser-known brands tend to result in less audience backlash compared to high-profile brand deals. 

 

For brands, the research challenges the assumption that bigger audiences mean better marketing results. 

 

“Our work highlights that bigger isn’t always better when it comes to choosing influencers,” says Shunyuan Zhang, co-author and professor at Harvard University. “Brands need to think beyond follower counts and consider audience trust and alignment with the influencer’s content.” 

 

The findings also suggest a role for social media platforms. By encouraging influencers to balance sponsored and organic content, platforms can help maintain audience trust, reduce disengagement and sustain long-term engagement. 

 

You can find out more about the study here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.