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There's not that much more detail, but a University of Waterloo article on them (https://smbp.uwaterloo.ca/2017/03/instant-pot-climbs-the-social-media-ladder-to

There's not that much more detail, but a University of Waterloo article on them (https://smbp.uwaterloo.ca/2017/03/instant-pot-climbs-the-social-media-ladder-to-success/ https://smbp.uwaterloo.ca/2017/03/instant-pot-climbs-the-soc...) describes the name of the tactic described above: influencer marketing. It's interesting that they align the fact that cooking is often a social phenomenon, with the fact that influencer marketing seemed to work well for Instant Pot. I gather from some of the articles linked (http://refineandfocus.com/when-brand-communities-become-cults-lessons-from-instant-pots-social-media-success/ http://refineandfocus.com/when-brand-communities-become-cult... and https://www.ctvnews.ca/lifestyle/from-ottawa-to-world-domination-the-story-of-the-instant-pot-1.3319793 https://www.ctvnews.ca/lifestyle/from-ottawa-to-world-domina...) that unlike other past influencer marketed products, Instant Pot largely utilized Internet space: big platform social media word-of-mouth to achieve their affects. Given that Internet social media space is growing, I would expect more of these type of marketing stories in the future. Some of it's probably the product for sure. If I remember right, rice cookers like the Zojirushi models had pretty much everything Instant Pot has, except the pressure cooking part. But that's a pretty big "except", given the dodgy past of traditional stove-top pressure cookers.

ghaff 9y ago
Modern stovetop pressure cookers are pretty safe these days but some people certainly worry and, as others have said, they can be a bit fiddly. You certainly don't fire them up and leave the house. Influencer marketing is a big deal in many product categories these days. The details vary by B2B or B2C, product/service area, etc. But reviews by people who may not be full-time writers and reviewers can be very important, especially for product categories that don't have a lot of trusted expert review sources. With money and goods often changing hands there can be a whiff of payola about the whole process. But most people who have a trusted following really are giving honest opinions. You may be able to get me to write a review if you send me something I'm interested and qualified to have an opinion on. I'm not going to be positive just because because I got some freebie though.
- baldfat 9y ago
  I owned a stove top and my wife refused to use it. My wife uses the Instant Pot all the time and the dreaded slow cooker is gone for good. I still like the stove top 8 qt model for when we have company for dinner and I am making a roast, (I always try to eat a roast all the time so good excuse).

ghaff 9y ago

Modern stovetop pressure cookers are pretty safe these days but some people certainly worry and, as others have said, they can be a bit fiddly. You certainly don't fire them up and leave the house. Influencer marketing is a big deal in many product categories these days. The details vary by B2B or B2C, product/service area, etc. But reviews by people who may not be full-time writers and reviewers can be very important, especially for product categories that don't have a lot of trusted expert review sources. With money and goods often changing hands there can be a whiff of payola about the whole process. But most people who have a trusted following really are giving honest opinions. You may be able to get me to write a review if you send me something I'm interested and qualified to have an opinion on. I'm not going to be positive just because because I got some freebie though.

baldfat 9y ago
I owned a stove top and my wife refused to use it. My wife uses the Instant Pot all the time and the dreaded slow cooker is gone for good. I still like the stove top 8 qt model for when we have company for dinner and I am making a roast, (I always try to eat a roast all the time so good excuse).