4 ms·

A colleague of mine is dating a local influencer. She is well enough known that they get stopped on the street on a semi-regular basis. About a year back, an ai

A colleague of mine is dating a local influencer. She is well enough known that they get stopped on the street on a semi-regular basis. About a year back, an air carrier gave her two plane tickets, a stay in a high-end hotel for 1 week (or 2?) and some cash, in exchange for a 30s clip that had to make an off-hand mention of them (the air carrier) once. Crazy stuff.

dkjaudyeqooe 2y ago
I think that's generally how influencer deals go. Some mix of discounts on products/freebies/cash. In return they get some level of exposure, up to what looks like an ad, delivered by the person to camera. Much of the time I think it's just having their name appear somewhere (eg sticker on equipment or poster on the wall). As to the relative values, you don't mention her follower or view count, which is probably the key metric.
giarc 2y ago
The air carrier probably has a $10+ million marketing budget. It's easy for them to throw $10,000 toward a 30 second clip to test the waters. Ad teams have to spend that budget, and they likely get more enjoyment out of dealing with that influencer than say running ads in a bunch of subway stops.
swozey 2y ago
I know a handful of "influencers", one a popular bartender at my bar who has something like 400k tiktok subs and I think only in the tens of thousands on IG, another a $cityDateNight type, ala "where to go on dates in $city" with I think 300-400k on Instagram that is run by a couple in their 30s. I know nothing about this world aside from what I learn from them. TikTok Bartender said she makes no money on tiktok, but she's recognized all the time. She never says in her tiktoks what bar, or where she lives, but I see people at least once a week pop in and realize it's her and get super excited to meet her. I've never actually asked what she does it for since she doesn't get paid from it, I assume she just likes making skits, teaching bartending and it'll surely help her land gigs if she ever leaves. $cityDateNight on the other hand, according to TikTok Bartender, makes "a ton of money" from their instagram. I didn't ask for specifics but she emphasized "TON" of money so I'm assuming tens of thousands.. I can't imagine $100k+ but I have no idea. The genius thing $cityDateNight does aside from that, they go around to different restaurants/bars/clubs/events and get everything for free for advertising the place to their audience. I barely know them but I follow their instagram and they're out running around the city every night. There's another one that goes to restaurants with poor ratings on Yelp and makes those "You're missing out on this place!! Check it out!!" and a lot of the places are very sub-par and deserve their rating. So we don't trust their reviews at all. They do a great job of making the places look fantastic though so I'm sure they draw in a good crowd to restaurants that need it. No idea how the trade works there. An ex of mine is a popular skateboarder on ig and gets free skate stuff and sells skate stuff to her crowd but I think it also made her completely addicted to monitoring her social media 24/7. She had a very difficult time putting her phone down no matter what we were doing and her Apple Watch was constantly turning on with notifications. Super frustrating, especially as someone who opens Instagram once a week. I missed out. I want all of my date nights covered!

dkjaudyeqooe 2y ago

I think that's generally how influencer deals go. Some mix of discounts on products/freebies/cash. In return they get some level of exposure, up to what looks like an ad, delivered by the person to camera. Much of the time I think it's just having their name appear somewhere (eg sticker on equipment or poster on the wall). As to the relative values, you don't mention her follower or view count, which is probably the key metric.

giarc 2y ago

The air carrier probably has a $10+ million marketing budget. It's easy for them to throw $10,000 toward a 30 second clip to test the waters. Ad teams have to spend that budget, and they likely get more enjoyment out of dealing with that influencer than say running ads in a bunch of subway stops.

swozey 2y ago

I know a handful of "influencers", one a popular bartender at my bar who has something like 400k tiktok subs and I think only in the tens of thousands on IG, another a $cityDateNight type, ala "where to go on dates in $city" with I think 300-400k on Instagram that is run by a couple in their 30s. I know nothing about this world aside from what I learn from them. TikTok Bartender said she makes no money on tiktok, but she's recognized all the time. She never says in her tiktoks what bar, or where she lives, but I see people at least once a week pop in and realize it's her and get super excited to meet her. I've never actually asked what she does it for since she doesn't get paid from it, I assume she just likes making skits, teaching bartending and it'll surely help her land gigs if she ever leaves. $cityDateNight on the other hand, according to TikTok Bartender, makes "a ton of money" from their instagram. I didn't ask for specifics but she emphasized "TON" of money so I'm assuming tens of thousands.. I can't imagine $100k+ but I have no idea. The genius thing $cityDateNight does aside from that, they go around to different restaurants/bars/clubs/events and get everything for free for advertising the place to their audience. I barely know them but I follow their instagram and they're out running around the city every night. There's another one that goes to restaurants with poor ratings on Yelp and makes those "You're missing out on this place!! Check it out!!" and a lot of the places are very sub-par and deserve their rating. So we don't trust their reviews at all. They do a great job of making the places look fantastic though so I'm sure they draw in a good crowd to restaurants that need it. No idea how the trade works there. An ex of mine is a popular skateboarder on ig and gets free skate stuff and sells skate stuff to her crowd but I think it also made her completely addicted to monitoring her social media 24/7. She had a very difficult time putting her phone down no matter what we were doing and her Apple Watch was constantly turning on with notifications. Super frustrating, especially as someone who opens Instagram once a week. I missed out. I want all of my date nights covered!