Influencer pity, the 10-year challenge, and a dang ol’ egg
Enjoy your eggstra long weekend and Do Not Read Until Tuesday.
At what point is it OK to feel bad for influencers?
One of the most interesting stories of the week, for social media marketers and fans of watching a dumpster fire in near real time, was the strange case of Caroline Calloway. She, being an influencer with some 830K followers on Instagram, wanted to bring the dream of influencing to her influenced, and planned to do so in a series of events across the US, at the price of about $165 per ticket.
On the surface, this seems unremarkable for our day and age (if a bit preposterous or overpriced), but one writer/editor/podcaster… OK, OK, … one millennial professional observed and documented the influencer’s process. (This is well worth the click and read.)
Calloway seems to have zero idea of how to plan an event, let alone a tour of said events, featuring workshops, lunch, gifts, etc. And while it’s certainly not the case for all influencers, it should give pause for consideration for those who look to partner with social influencers, or really who we attribute authority to in general. (Though the latter might be a tall order.)
Influencer marketing has taken some hits, and rightfully so in many regards. Major brands have called out the practice for being rife with fraud, backed up by some influencers themselves. Then there’s the question of what products influencers promote, called out perhaps most famously by Jameela Jamil.
Calloway’s case differs slightly though, if only because she simply seems inept at running a professional operation. But that could be said of many people who caught the public’s attention briefly, have found themselves with hundreds of thousands of followers, and people offering money to reach those followers.
This all makes rigorous vetting key when engaging any sort of influencer for promotion.
Or I guess we’ll just have to hope the future of influencing is … the egg.
Let’s talk about conspiracy theories of the 10-year challenge
We actually don’t need to get too far into that, though one popular theory suggested it was all a ploy to feed Facebook’s facial recognition technology. Another, equally plausible and less nefarious reason could be getting users to remember when the platform seemed fun, simple and, perhaps most importantly, scandal free.
The week in data compromise
- A batch of nearly 800 million email addresses with other associated information leaked online.
- A WordPress plugin was found to publicly displaying Twitter access tokens of users.
- And, uh, Twitter was exposing the private tweets of some Android users for years.
- There’s probably like a dozen more. Change your password to everything.
Odds + The End
- Self-serve ads may be damaging Snapchat’s brand-friendly reputation.
- Not the only finance woe for the social media underdog – Snap’s CFO is also on the way out.
- Snapchat users are watching the crap out of the NBC News show.
- Spotify may sidestep the crowded in-home smart speaker market to make an in-car device.
- Roku added an InfoWars channel but two days later was like Oops, LOL.
- Hate ads? Well, how about ads that pay *you*?
- Survey Says? People still don’t know how they’re targeted on Facebook.
- Airbnb’s making sick money.
- Following the natural selection hijinks of the Bird Box Challenge, YouTube has banned videos of dangerous stunts.
- It also retooled its UI so you can swipe to view the next video.
- Microsoft no longer considers Cortana as a competitor to Alexa or Google.
- I feel like Alexa and Google may have thought that already.
- Twitter would consider banning if the leader of the free world condoned murder.
- Netflix says it makes up 10% of US TV time, and views Fortnite as a competitor more than other streaming services.
- It’s also raising prices.
- For reference, Fortnite made $2 billion in 2018. Yes, with a “B”.
- Slack has a new logo for some reason.
- WhatsApp is now the most popular Facebook product.
- Take a peek at what it will be like when the robots replace us.
- Well, let’s hope the robots at least look like this lil’ guy.
- January 18, 2019