Scandal sells: when you should stay or leave an influencer as a brand [Video]

Scandal sells. Reality TV producers know this well, as do many influencers. When the right scandal hits, views soar, and attention multiplies. But it’s not just TV and social media that benefit; brands can also find opportunities amidst the chaos—if they play their cards right.

Yet, when a scandal breaks around an influencer, most brands instinctively distance themselves. The ones that thrive, however, take a step back, assess the landscape, and make a calculated decision: stick with the influencer and potentially ride a wave of skyrocketing engagement, or walk away to protect their reputation.

This is exactly what happened in the case of “The Secret Lives of Mormon Wives”, a new Hulu show that follows a group of Mormon wives and mothers in Utah who call themselves MomTok. 

This group of women already had a big following on social media – audiences loved to see what it’s like to be a “new age” Mormon mom. 

Then a scandal broke, …