While using an influencer may mean that your sale cycle increases for a while, it can also cause significant damage to your brand if you use it unwisely. It is important to do research on the right influencer and find one that works best for you. Make sure to find a genuine influencer. This means someone who has actual followers. Some accounts have fake followers that are not real people. Check comment sections on posts to see if there are a lot of spam comments. If there is low engagement to their posts compared to the followers they have, then that might be someone to avoid as well. If you work with someone who is lying about how much of an influencer they really are, it damages the reputation of your product and brand.