Given the threats posed by cyber attacks to businesses of all sizes, the increasing number of brokers offering a tailored cyber insurance package to suit a range of clients with vastly different resources is encouraging to see. The ever-evolving danger that comes with operating a company and protecting your data in the modern world certainly means that cyber insurance will continue to remain a pressing necessity for businesses worldwide, but what might the next big untapped market be for the insurance industry?
Online outlet Insurance Business are speculating that the influencer market, currently worth a whopping &7.7 billion offers huge potential for growth that could make it highly lucrative for insurers. After delving into the specifics, it’s not hard to see why; a gigantic number of people on the planet either have their own smartphone or access to one and use social media platforms such as Instagram, Facebook, YouTube and Twitter. Each is filled with public figures or people who make their living as a result of their interesting or infectious personality, unique style or talent.
However, there are hidden dangers that many within that industry may be unaware of that could cost them very dearly, even for those influencers who may confine their activities to posting the odd photo on Instagram. You have only to look at the case of American actor Roseanne Barr recently being axed from her own television show earlier this year after an ill-advised tweet to understand the damage that can be done to a career with one simple post.
As an example, influencers or public figures who carry out promotional work for another firm are often required to be particularly careful with what they say and do in a public space. What should happen if you casually post something that contradicts that company's core values or brings their reputation into question?
“If you bring a brand into disrepute by something that you do or say, in the form of a tweet or an off-the-cuff remark at a public event, then you could fall foul of the terms of that contract in terms of the quality of endorsement or promotion that you’ve been hired to do,” offered James Brady, Hiscox’s head of media. “The brand could bring a claim against you for damage to its reputation, potentially, under breach of contract.
“A lot of these people don’t really appreciate the exposures that they have, or that are attached to the activities that they are carrying out. They may not even consider that they need to buy an insurance policy. I think it will be as much of an education of those individuals as to the product being available and the risks and exposure that face them.”
The risks to influencers operating on social media are plenty, which creates an interesting gap in the market for young, popular stars with thousands of followers who might be less business-minded and unaware of the risks attached to their role. Given that social media and its many influencers and public figures are clearly not going anywhere, perhaps it’s an industry that will see significant growth over the next few years.