Millions of fans tuned in to see who would be the next Bachelorette, and this season’s reveal did not disappoint. In a surprising move, the show cast someone outside the usual Bachelor Nation circle: MomTok influencer and “Secret Lives of Mormon Wives” star Taylor Frankie Paul.
The internet lit up instantly. But excitement turned to unease when viewers remembered that in the very first episode of “Secret Lives,” Taylor was arrested for a domestic dispute and later pleaded guilty to aggravated assault. It raised a fair question: in the hunt for buzz, did the show go too far?
Influencer partnerships can be incredibly effective, but only when built on trust, alignment and integrity. One wrong collaboration can derail a campaign or damage public confidence in a brand.
At Stratacomm, we’re extremely careful while vetting influencers. For some of our clients, it’s not just about protecting reputation—it’s about safeguarding the credibility of critical safety messages. Here’s how we evaluate influencers to make sure they align with the brands we represent.
🔍 Deep-Dive Social Audits
We channel our inner internet sleuth. This involves reviewing recent posts, as well as months of previous content, across various platforms. We flag anything that could compromise brand safety or contradict our clients’ values. We also look beyond social media for past controversies that our clients should know about.
🧾 Context Matters
A post from six months ago might look bad out of context. That’s why we go deeper and consider it within the larger context of the influencer’s other posts. We believe in accountability, but brand alignment is our ultimate goal.
🤝 Value Alignment Over Vanity Metrics
We prioritize influencers who genuinely care about the cause we’re supporting. While we want to ensure maximum reach for our clients, a smaller creator passionate about the issue is more valuable than a mega-influencer with millions of followers who isn’t interested in the message. Followers can sniff out inauthenticity in a heartbeat.
📝 Contractual Safeguards
We build clauses into our contracts that protect our clients’ reputations, including morality clauses, content approval rights and clear expectations regarding behavior during and after the campaign. We also ensure that any talent vendor we work with prioritizes our clients’ values when suggesting influencers. We provide updated briefs at the beginning of each campaign to align with these values and expectations, keeping our teams on the same page.
Influencer marketing goes beyond reach. It’s about responsibility, especially if the message is safety-related. While “The Bachelorette” might be entertaining, it’s also a reminder: without vetting talent properly, you’re not just risking bad press—you’re risking your brand’s credibility.
Lexus Cole is a senior account executive at Stratacomm, where she works with transportation clients to develop communication strategies and behavior change campaigns.
