By Imy Brighty-Potts, Content and Marketing
Documentarian Louis Theroux’s latest community deep dive took viewers to the frontlines of the manosphere, an online world where machismo reigns supreme, racism, homophobia and sexism are worn as badges of honour and double standards of sexuality and lifestyle between men and women are deeply entrenched.
The hotly anticipated documentary arrived on Netflix to mixed reviews, with many reflecting on the impact this culture and its prevalence have on women and minority groups, and others exclaiming shock that this world exists at all.
While the focus has understandably been on the impact that such regressive behaviours have on society, the impact it has on the world of advertising cannot be understated. Theroux acknowledges early on that the Manosphere is a broad term that also encompasses relatively harmless fitness content and more mainstream celebrities, but its darkest corners – those on show in the documentary – still rack up billions of views. From afar, its most popular figures are not dissimilar to ordinary content creators, all carefully cultivating a selective narrative to broadcast to fans seeking escapism from their own realities.
That such blurred lines exist is problematic for the influencer economy. Trust is an essential element of influencer marketing, brand partnerships and sponsored content. Audiences hold a contract with content creators, trusting that they genuinely believe in the products they endorse. When this contract is breached, when manipulative creators like those on the fringes of the Manosphere are caught peddling scams, it in turn challenges the credibility of the millions of ethical content creators who brands recruit every day to promote their products.
As Theroux showed, many Manosphere influencers openly promote risky investments and cryptocurrencies that do not reap the promised rewards. Even though legitimate financial brands would never consider advertising through such influencers, these scams may muddy the waters if audiences become sceptical, scared to be burned by false promise. Without trusted voices, the entire social landscape risks becoming inhospitable.
That is why trust has never been more essential in advertising, particularly for social and influencer-led campaigns. Brand partnerships with influencers remain an incredible way of gaining cultural relevance and dedicated attention from communities that will purchase products promoted by the creators they love. But it is essential that this contract remains unbroken. As scepticism grows of ulterior motives, expect increasing demand for creators that build long-term trust through authenticity.
For brands, this highlights the benefits of investing in communities where trust remains strong. By choosing smart and impactful influencers that reflect brand values at heart, and by prioritising considered, long-term investment over immediate financial gains, brands can navigate the muddied waters of the Manosphere.
