It pains me to say this but Kim Kardashian is, indeed, an influencer. Despite what your thoughts are of her personally; it is hard to dispute the fact that she is a shrewd business woman. If you believe her recent tweet, in response to the hubbub surrounding her completely nude selfie posted on #internationalwomensday, she made $80 million (yes, million) off of her video game app alone.
According to an older article on Huffpost she can command up to $10,000 per tweet to talk about brands. Why you may ask...because she has almost 42 million followers! People will buy things that she "uses". We do not need to get into sheeple issues but still...this woman has figured out a way to monetize just being herself. Um, where do I sign up?
In all seriousness, influencer marketing is big business. It behooves companies to partner with non-competing leaders in their space to help spread their message. Just this morning, Good Morning America ran a segment about an advertising campaign by Lord & Taylor on Instagram. Lord & Taylor hired 50 fashion "influencers" with huge followings to Instagram pictures of themselves wearing the same paisley dress from their Design Lab Collection. Each blogger received $4,000 for their "efforts". Two of the hired bloggers, Rachel Marie Iwanyszyn and Rachel Lynch, have 251K and 125K followers respectively. The campaign was beautifully executed; unfortunately Lord & Taylor forgot one small detail: to have each blogger include #ad in each of their posts. This landed Lord & Taylor in hot water with the FTC (Lord & Taylor eventually settled with the FTC).
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