Menu

The power of the Influencer.

By Iberbrand | 27-Feb-2023
listen

In our special section, 5+1, we bring you this month an interesting topic about the power of influencers. As a quick background, influencers used to be people who became somewhat well-known in social media, and as their follower amount started to increase, they would think of themselves as celebrities, though the rest of the world did not. However, over the years, many influencers have become even more famous than proper celebrities and more profitable as well. Here are some examples of said phenomenon. 

Chiara Ferragni. From Pinterest queen to world-class Italian celebrity.

Even if you are not into Pinterest, Instagram, fashion, or the San Remo festival, you probably know Chiara Ferragni. She started as a fashion icon on Instagram, posting her looks to attract an audience. Fast forward to 2023, she hosted the San Remo music festival dressed in a 'naked' Dior dress with a powerful feminist speech. Highlight: her rise to fame is the subject of a Harvard business study, where they analyze her alliance with brands as an exchange for the promotion of both and how that made her a celebrity in her own right.

Pete Davidson not only dates the most coveted women in the industry, but he also apologizes on behalf of Taco Bell and gets condemned for it.

Taco Bell hired the famous comedian to issue an apology, sustaining that brands and comedians like himself sometimes go too far. This results from some eccentric breakfast dishes introduced by Taco Bell, including the Naked Egg Taco and the Waffle Taco. But, as the annoying advertisement of Spotify forcing you to pay for a premium account, the repetitive and continued apology did not sit well with the fans of the food chain, who complained on social media about the 'unnecessary and redundant' apology. Not even the charming Pete Davidson could save the show, as he usually does. And as we have witnessed before, an annoying campaign can break the image of an icon and be a deal breaker for other brands.

Kendall Jenner's Pepsi fiasco.

Regarding influencers having to apologize for participating in campaigns that upset customers more than helping to promote and position a brand (I'm talking about you, Spotify). Kendall Jenner, the famous family adjacent/influencer/model, participated in a campaign for Pepsi that turned out to be a disaster. The beverage company decided to photoshoot Kendall while protesters gathered around her to defy the police. She then saves the day by offering a police officer a Pepsi to soothe the situation, an action received with applause. The commercial superficial as it was among the accusations in the US against police brutality, seemed tasteless and trivial. Pepsi removed the controversial ad, and Kendall apologized by saying she only followed directions and did not know what she was doing. Same, girl, same.

Adidas association with Kanye West will cost the brand more than $1 Billion in sales.

Some campaigns and associations can terminate quickly, and some take a toll on the brands. Such is the case of Adidas and its collaboration with the YEEZEE brand, Kanye West trademark applied to clothing. Remember that it took Adidas a while to terminate its collaboration with Ye (FKA Kanye West), rapper, and Kim Kardashian's former husband, after he made racist and uneducated comments about the Jewish community, and now we know why; the termination of the collaboration will cost Adidas more than a USD Billion in sales.

Kim Kardashian is the ultimate influencer.

And talking about Ms. Kardashian, do you remember that she started as an influencer? She first associated with Paris Hilton and then became a celebrity. She is the ultimate example of how to become an influencer. First, they achieve popularity by association or collaboration; next, they gain status and sometimes become celebrities, leading brands, and other celebrities wanting to collaborate. Whether you like her, her family, and how she rose to fame or not, and although her family decisions and collaborations (vastly promoting weight-loss products and surgical interventions to become more attractive), she should be recognized as the quintessential essence of a successful influencer.

Madame Faux takes the parody to the next level.

French social media influencer and TikTok star Marie Dubois, (AKA Madame Faux), is involved in a legal battle. Dubois is suing the original artist of a song she parodied on TikTok, claiming her right to monetary compensation for placing the song and artist under the spotlight after her parody went viral. Dubois is well known for her hilarious and catchy musical parodies on TikTok, with around 5 million fans. Her parodies often are based on existing songs, and she spins the lyrics and melody. However, in this case, Dubois argues that the original artist has profited from her parody without her consent. The original artist covered Dubois' parody on his social media channels, quickly going viral. This exposure led to increased royalties for the artist on music services like Spotify and Apple Music, as well as a tour in France. Dubois argues that the cover's success was directly attributable to the popularity of her original parody, so she is entitled to a share of the profits. As more and more creators gain fame and influence through platforms like TikTok, more legal disputes like this in the future are likely to be seen.

Fake! Actually Marie Dubois is an actress and writer who bases her content on emotional help.

Montes Urales 750-402
Lomas de Chapultepec
11000 Mexico City
Houston, TX
Iberbrand International LLC
8505 Technology Forest Pl. Ste 901
The Woodlands, TX 77381

© Iberbrand® All Rights Reserved

Privacy policy. Iberbrand, S.C. (hereinafter “IBERBRAND”), with address located at Montes Urales No. 750 – 402, Colonia Lomas de Chapultepec, Delegation Miguel Hidalgo, C.P. 11000, from this Mexico City, Mexico; understands the importance of the legitimate, controlled and informed treatment of the personal data of its customers and users of the site www.iberbrand.com or its facilities, so it makes this Privacy Notice available to you in compliance with the provisions of the Federal Law on Protection of Personal Data Held by Private Parties, (hereinafter LFPDPPP) its Regulations and other applicable provisions, making it known what are the practices when obtaining, using, containing ...