Most in corporate America still don't understand the internet: they bias to large followings, while social algos frequently create large followings of the worst people
It's definitely not a good strategy for long-standing brands (more likely to convert low LTV customers with low brand loyalty), but for short-sighted brands or fads, I can see why they take the risks for clicks. But honestly, my bigger concern with sponsoring these types of influencers is that it encourages and incentives this type of culture and behavior and society, which is not the most productive path 👀.
It seems to me that brands/companies take on huge risk by associating with unknown personalities. Nike really lucked out with MJ back in the mid-80s. What if he was a flake, or worse, controversial? Granted, different time, etc., but the risk was still there and it somehow worked out for both parties. Probably something to be learned from how (if?) Nike did due diligence on him before signing him?
Large following does not equal sales, reminds me of a story I saw. Some young woman amassed a following of ~300k on Instagram by posting revealing photos, and she thought she had a dedicated fan base. She tried to sell some t-shirts, she couldn't even sell 10. Out of 300,000 people. She was so sad haha
It's definitely not a good strategy for long-standing brands (more likely to convert low LTV customers with low brand loyalty), but for short-sighted brands or fads, I can see why they take the risks for clicks. But honestly, my bigger concern with sponsoring these types of influencers is that it encourages and incentives this type of culture and behavior and society, which is not the most productive path 👀.
100%
It seems to me that brands/companies take on huge risk by associating with unknown personalities. Nike really lucked out with MJ back in the mid-80s. What if he was a flake, or worse, controversial? Granted, different time, etc., but the risk was still there and it somehow worked out for both parties. Probably something to be learned from how (if?) Nike did due diligence on him before signing him?
yes, the mistake is thinking just b/c someone has 1m followers online they are 'known'
Large following does not equal sales, reminds me of a story I saw. Some young woman amassed a following of ~300k on Instagram by posting revealing photos, and she thought she had a dedicated fan base. She tried to sell some t-shirts, she couldn't even sell 10. Out of 300,000 people. She was so sad haha