Influencers frequently face a barrage of online negativity, which makes them reconsider how they manage their social media interactions. By turning off comments, they may gain temporary relief, but this can backfire, undermining their ability to connect with their audience and eroding vital aspects of their brand such as likability and trust.
The decision by high-profile public figures, like Selena Gomez and Oprah, to restrict social media comments is understandable, given the pressure and scrutiny they face. However, this tactical retreat can result in a disconnected audience that may perceive them as less approachable or authentic, ultimately harming their brand and engagement levels.
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