How Influencer Businesses Actually (Don't) Work

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Edited By: Andrew Gonzales
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#business #howmoneyworks
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Influencer run businesses are a multi-billion-dollar industry, but they are usually a terrible investment for everyone including the influencer. Ryan Reynolds is best known for his on-screen performances but behind the scenes he is a ruthless venture capitalist with two nine figure exits under his belt before the age of 50.
In 2018 Reynolds acquired an unspecified minority stake in Aviation Gin from Davos Brands a New York based distributor that had purchased the brand in 2016 from House Spirits Distillery in Portland. Reynolds used his star power to promote the Gin and drive sales from 15,000 cases a year to 96,000 cases a year according to the financial services firm Jefferies.
The Liquor market is dominated by well established brands that customers show a high degree of loyalty to. The market for alcohol in America has also stagnated with younger consumers choosing to drink less or not at all as a healthy lifestyle choice or way to save money. In a declining and rigid market, a 540% increase in sales over just three years is a clear sign of how effective a dedicated influencer led marketing campaign can be.
The Liquor giant Diageo that already owns brands like Johnnie Walker, Smirnoff, Baileys, Captain Morgan and their own Gin brand Tanqueray recognized the potential and purchased aviation gin outright in 2020 for six hundred and ten million dollars. Reynolds followed up his success by purchasing a reported 25% stake in telecom start up mint mobile in 2019.
He repeated the process of promoting the company to his audience to increase the customer base and then sold the company to another legacy industry giant T-Mobile for one point three five BILLION dollars which with Reynolds stake should net him over three hundred million dollars before taxes. In just five years Reynolds was able to leverage his fame to make north of half a billion dollars on top of the money he made from his day job as an actor.
Reynolds is just the latest celebrity to make headlines for selling their business to a big company for a ludicrous amount of money. George Clooney had his own tequila company that he also sold to Diageo for a billion dollars. Dr Dre had beats and Jay-Z had tidal that he sold to block for three hundred and two million dollars. Celebrity businesses are nothing new, but the rise of the internet influencer is making them a lot more common.
Social media influencers can’t monetize their audiences attention as effectively as traditional celebrities that make music’s, movies and tv shows because there is usually no direct cost to access their content. Someone who pays to watch or listen to content is always going to be more valuable than someone who watches for free. KZbinrs can run ads through googles AdSense and have dedicated video sponsors but at current ad rates across the platform a creator would need five THOUSAND people to view their video to generate as much revenue as just ONE movie ticket sale. So, influencers have got into the business of business.
The model is simple, an influencer will promote their product which gives them a competitive edge over other businesses that need to pay for traditional marketing campaigns. Influencer businesses only work in high margin, consumer focused products that typically have large marketing spends like liquor, fashion, cosmetics and fast-moving consumer goods.
Gatorade spent 59 million dollars on marketing in America in 2021 according to company filings, if Logan Paul and KSI can get similar market recognition without spending that kind of money on traditional advertising they will have a business that is more profitable and valuable. Business to business products and products that don’t rely on large advertising spends gain much less from being run by an influencer because their business edge is the free advertising they offer.
If you study this space for long enough, you will realize that there is not much variety in influencer businesses and that’s just the first problem out of four. So it’s time to learn How Money Works to find out why influencer businesses are terrible investments even when they are worth billions of dollars.

[@HowMoneyWorks]

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[@VariedadSandimelon]

no!

[@hebrewisraelitescharleston843]

I get the sense that your videos are racist towards black men

[@randomtopics8989]

@@VariedadSandimelon "Money Works" always doing what criticizes other channels for.

[@nemo1990]

Meanwhile, influencer businesses actually don't work!

[@Stef.Cata051]

As a personal rule, I never buy products promoted by influencers, if I considered buying a thing and I see it promoted I immediately go to the next choice

[@SteveWKk]

Amennnn

[@rashakor]

💯!!! It is actually a super reliable indicator NOT to buy that product. 😂

[@ParisAlxandr]

What sucks is that influencers, especially the ones on KZbin, are promoting dropshipped products from China, like Raycons.

[@Raph0ne]

Control-Question: do you own a Product at Home that has been a Promotion one Day? I bet yes so :D

[@me0101001000]

Almost always the same for me. Sometimes my due diligence comes to the conclusion that the product might be okay. But in any case, I usually wait a few weeks to make my purchase.

[@parsafarjammusic28]

Honestly, I think the less you know about a company's CEO or Founder, the better. If a company is heavily cashing in on the big man/woman behind the whole thing, it may be trying to hide a flaw in its core business model. There are many examples of this I can think of, but the best one by far is Theranos and Elizabeth Holmes.

[@runescapefan0001]

Tesla

[@Hamzahyn4]

And berkshire hathaway?

[@Random_dud31]

@RHYN 129 well, thats more of an holding firm than anything else

[@Iron-Bridge]

I agree with this. Just show me the proof of concept and proof of work. I could give a damn about the CEO's favourite colour.

[@BeachLookingGuy]

pretty much everything elon musk is involved with.

[@Neophobic]

As someone who believes that they can see through marketing, I've always been blown away by how easily people are made into consumers. I got into the wrong business...

[@jordixboy]

"who believes that they can see through marketing" no you cannot. You are already brainwashed since you are a baby/child. 99% of your preference come from marketing from childhood. Also, marketing is done by thousands of people (smarter than you) that also know about human psychology. It like burger king, the hamburgers are science made in a laboratories to make them the most addictive possible.

[@BusinessWolf1]

0-1 million is always just product + advertising, no matter the product. That's how powerful advertising is.

[@LeonLuckyV]

Never too late to change trades don’t doubt yourself dude

[@atari8gen947]

Wait a sec, if you can do that, what profession would you had sought?

[@BusinessWolf1]

@@atari8gen947 advertising, sales, marketing or a combination of those

[@danielhale1]

The goal of celebrity marketing is to take something that is objectively worse and convince you to buy it anyway. If you want something good, get the product that doesn't have to use celebrity recognition as a crutch.

[@BevanWard]

it's 100% profit margin, and 0% care for the consumer

[@weksauce]

Marketing, not just celebrity marketing. Remove the word celebrity, and your statement is more powerful and still true.

[@danielhale1]

​@@weksauce Playing devil's advocate here a bit, but marketing has a range of responsibilities like informing customers your brand even exists, or opening new markets. Not all of it has to be manipulative or abusive. The lady who opened her new restaurant in town definitely wants to market her presence so people know they can eat there, and getting her new bistro on your radar isn't itself evil. But quite often when you involve a celebrity, it's used as a shortcut to grab peoples' attention; from there it's a hop, skip, and a jump away to using that shortcut as a crutch to bypass all other necessities, like having an actually good product. If that bistro is serving fried rats and calling it beef, and they're using a celebrity to generate foot traffic and make a ton of money before they can be shut down and skip town, that's a big problem. A lot of companies decide to put their budget in marketing *instead* of into developing a product anyone would actually want if properly informed. And that's the rub: customers are not properly informed, they're just excited the celeb they know is backing the product. That's why celebrity marketing goes so wrong so easily. I view it as DLC: some companies sell DLC to expand their game's content in meaningful ways while continuing to fund the game's maintenance and future products. They're rare. Most companies use DLC to chop up their game into a shell of a game, so players are forced to pay vastly more just to engage semi-meaningfully with it. DLCs aren't inherently evil, they're just used as weapons _most_ of the time. DLCs and Marketing and similar concepts are like a brand of kitchen knife that's rarely ever used for kitchen-related cutting, and has become known as the murder weapon of choice for assassins. :D Like, that's not what it's made for, but in practice that's often what keeps happening. They're just so good at plunging into the victim's heart. This comparison of marketing to an act of violence is definitely deliberate. Most advertisements are a violent attack on my psyche. Thank god for AdBlock.

[@weksauce]

@@danielhale1 Yes, thank god for ublock, sponsorblock, and the like. Adblock is commercial trash. Doesn't need to be celebrity. Every product/service advertised in mass media is inferior to at least one alternative. DLC is a crime. It's a monopoly. More importantly, it's controlling other people and prohibiting them from putting their own property into any arrangement they want (within other constraints of legality/morality, obviously).

[@PanosPitsi]

@@weksauce literally every product has advertising. I made an iPhone app and I’m planning to spend 2k on marketing if I have any hope of it not dying on impact.

[@SmokeSP]

Influencer backed companies are good at marketing, not at making great products. Don't buy marketing.

[@royce9018]

They have almost no control of the product quality…

[@isamepython]

And usually go for the cheapest supplier

[@iirekm]

Great products with little competition don't need any marketing beyond being present at Google search. Marketing is needed for products that are poor-quality (remember TV shopping from '90s with crappy products) or have lots of competition (e.g. alcohol, food).

[@LRosieB]

There’s another class of influencer marketing that you didn’t mention. I’ve seen plenty of channels that use their platform to advertise their small business and create a fan base. These are often highly skilled professionals who want to show off their trade. They own and run their business themselves.

[@Ari_diwan]

Yes 👍

[@kaustavgoel3705]

Nico Leonard might be an example

[@teabagwastaken]

If your following is built up based on experitice, then you probably know what youre talking about.

[@shushreverse2214]

For sure pizza amore is an example of this

[@renaatsenechal]

That's not really a thought out marketing campaign. If a bakery has a sign on the front of the building that says "bakery", that's just existing in society. Marketing by definition is a sort of deception

[@jamesodell3064]

I fit into category #3. I do not buy products with someone's name on them because I can always find better quality at a lower cost. I really hate the word "influencers".

[@BusinessWolf1]

it was marketing deps around the world that labeled youtubers as that at first, and yes, despicable term

[@lance8859]

It's an annoying term for sure. So self absorbed sounding.

[@oluwanifemicole7287]

They are influenced, they are literally influencing you right now, why do you think you're "immune" to consumerism. You don't buy thinks randomly, the good alternative, you obviously didn't know about it before, even if you did someone or something influenced you to buy it, and it probably has a name tied to it if it's well known in the first place.

[@user-bk1gk8wo3d]

they try to influence you to but bad products

[@mattmurphy7030]

Good for you

[@NerdishGeekish]

It still baffles me that the concept of an "influencer" actually exists. Like I just can't imagine a public figure whose only purpose is to sell shit to their audience, and said audience only tunes in to be told what to consume. The modern world is a whole other kind of wild, man!

[@VivaciousLyla]

i mean technically you’re part of this very sane audience just by watching this video 🤷🏻‍♀️ we’ve all always had influence, it’s just amplified with social media as everything is nowadays

[@teabagwastaken]

I honestly thought the word would die out immediate. But here we are

[@s.lingesan]

​@@VivaciousLyla Technically I would like to call this channel a content creator. Influencers are trying to sell you something as if it is their only purpose. I become a financially aware person from this channel but influencers just don't contribute at all to your betterment.

[@junkbaby6512]

@@s.lingesan Yes but you can only build a following big enough to be an influencer through means such as content creation. No one becomes an influencer without actually having something to offer other than products they’re trying to sell

[@huntercoleherr]

"Influencers" have existed as long as media has. An actor is cast in a movie to make people go and see it. Movies have tons of product and service placement. The concept is far from modern, only the name has changed.

[@ZeketheZealot]

Listen, i dunno if it was on purpose, but cutting the video a few seconds into your sponsor spot at the end was genius and really, REALLY funny

[@chezwizard]

I've seen this on several videos in recent days. Maybe KZbin changed/broke something again?

[@Kier4n99]

Holy shit that was actually hilarious

[@middleagebrotips3454]

​@@chezwizard nope it's done on purpose to make you stay until the last second of the video, make it look better from KZbin algorithm standpoint because computers can't tell why you stayed until the last second, it only knows that you did and this is a great video.

[@joooja]

​@@chezwizard it's optimal for algo

[@craigmak]

I have always instinctively avoided products that are heavily endorsed by a celebrity. I always considered them to be inferior. I figured it was because the money they gave to the celebrity for marketing would have made the product better.

[@thechefette3701]

I don’t know about that Fenty Beauty finally made makeup for all ranges of dark skin and undertones and it is a very good formulation too. If it was a bad product it wouldn’t have lasted this long

[@alvaroga1n]

What if the product is really good already? They can pay an influencer or they can pay for billboards and tv advertisements

[@turtleanton6539]

​@@alvaroga1nyes

[@nawlfr]

This is flawed logic, you don’t know how businesses work but that’s okay. Let me explain why it’s a dumb way of thinking. You mention that the company should have spent more money on making a product better rather than paying someone to promote it. Well the same logic can be said for any other business expense. Why pay for an office? Everyone can work from home and save us money for R&D Why pay for advertisement platforms? If we make our product better it’ll sell itself! Why pay for private consulting? If we use that money to make our product better the company will correct itself! If you’re talking about just the influencer marketing expense explicitly, this falls under advertising platforms. UGC content is a type of advertisement. You’re literally saying why should a company put money into ads? If they make the product better customer will just stumble upon it. Yeah not how business works, not how consumers work, not how anything works

[@4.1132]

Influencer marketing is kind of fascinating because it’s so heavily based in an innate desire to trust and believe other people. Really enjoy learning about behavioral economics and how biases and other psychological factors affect decision making.

[@BaddieBossUniversity]

If you think about it the hyper consumerism of society creates a need for influencers. Too many choices makes us need someone to tell us what to do

[@abrahamannan5801]

Damn Ryan Reynolds really used his fame to finesse the hell out of his fans

[@oohhboy-funhouse]

tbf he is actually entertaining and has legit acting chops. He wasn't playing the influencer grift, it was far closer to traditional advertising, except he had a lot of skin which drastically changes the incentives. How he got paid is as important, if not more so than how much they get paid.

[@RandomShowerThoughts]

@@oohhboy-funhousehe literally plays himself in movies

[@theradninja4666]

​@@RandomShowerThoughts that would be so fun.

[@gophop]

@@RandomShowerThoughts Most actors, people consider good, are like that. They play the same role. They do it consistently, which is mistaken for proficiency.

[@elizard7]

@@RandomShowerThoughts do you know him personally? Lol

[@majorfallacy5926]

I like that british guy whose business is talking about swords and selling them. Probably not super profitable but he's found a niche with no competition (or rather he's always been in it)

[@Iron-Bridge]

Gladitoria School or something? He's a historian and good at his thing.

[@majorfallacy5926]

@@Iron-Bridge Tods workshop is the one I meant. Schola Gladiatoria does fencing lessons I think, but it falls into the same category.

[@NixonYusa]

Your points on Beats by Dr. Dre is spot on and relays how I see products promoted by celebrities/influencers. They just tend to be overpriced because of its brand image, and I myself would prefer a good product for a fair price, and it's a bonus if it's from a brand I can trust. It's hard to build a reputation but it's easy to destroy it. I understand that popular products may make it less appealing to certain people like me, but at this day and age, it doesn't take long to do research and find out that the (influencer/celebrity-promoted) products are inferior and more expensive than the market its competing.

[@Augustine-19]

This right here. Now I look for products with little to no marketing and can find a quality that’s similar if not better than the overpriced thing pumped up by influencers

[@bearpower90]

9F😊 @×@#-rZzzzsSddddasszsssdss, .z 1:17 r 1:17 ​@@Augustine-19

[@craigfisher1937]

The beats craze was insane. People just wanted to be seen wearing them more than they were bothered about the headphones thenselves. I remember seeing people wearing them in nightclubs like necklaces as part of their outfit.

[@jerrykreutzer4326]

You gotta love how no one in the comments is ever affected by ads and marketing.

[@michaeltorrisi7289]

Not that strange. You're seeing a sample of people who are skeptical to begin with.

[@gianniskoulopoulos5456]

You don't buy stuff when you have no money

[@CordeliaWagner1999]

I'm from a very scroogy family. Not old money rich but decent. I was told basic knowledge about advertisement sind I was a child. I never had McDonalds, I never had Soda, it was extremely rare that I was getting something I wanted because I saw it in the ad. I was a loner as a child, which made me immun to peer Pressure. I have my own style since I was a young Teen, I look down on people that follow Trends. It depends on your upbringe how vulnerable you are to sll the consumerism Manipulation around you. .

[@tasneemahmed5821]

If I see an ad for a product I actually make a mental note to not buy that product unless absolutely necessary. This applies to all ads not just influencer ads.

[@shadowninja6689]

Agreed, influencer backed products are so often just a scam (especially in the finance space with many selling courses), and traditional ads are often purposely annoying just to make sure that you remember their ad, which makes me boycott them. To this day I still boycott Ranch dressing because of their annoying ads from 2 decades ago when I was a kid, where their cartoon mascot kept screaming "RANCH" at people.

[@gtanusetiawan]

Wow, I thought I’m the only one that does this 🤣

[@Mithorium]

The more obnoxious the ad, the higher it goes on my shitlist of products to never buy

[@biscaynesupercars]

Why? Genuinely curious. I don’t understand that logic. If its something you already liked or wanted why would that company advertising it make you want it less?

[@Watch-0w1]

It depend. World of mouth get you not far .

[@joeymckinney]

Mint Mobile being sold felt like such a stab in the back

[@onefailatatime]

Yea. I loved mint and I still have it. I’m worried it will only get more expensive and slower

[@joeymckinney]

@@onefailatatime same especially after the recent data update

[@TheJttv]

Not really. Mint mobile always ran off other peoples cell towers. It only existed on paper from the start.

[@jtgd]

“Hew hew I knew they’d buy it!

[@jtgd]

@@TheJttv explains why it’s so cheap

[@MrApontjos]

"The professional internet idiots" You sir, have earned yourself a Like

[@katfoster845]

I think some influencer brands can work. Holo taco is the one that springs to mind as working very well. It's a reasonably simple business with a clear target market and a product that people actually want. Simply nailogical knows her viewers are likely to want nail polish and they're likely to pay a little more for a high quality product, but it's still affordable as a little treat. Parents are also easier to convince to buy one.

[@justletmesleep_]

It works because Cristine has the expertise and people trust her to know what she's doing. Influencer brands can work if the influencer has proven that they have knowledge about their product and it makes sense for them (like Simply Nailogical making a nail polish brand) but for a person like Logan Paul or the Kardashians it's like... What do these people know about what they're selling?

[@CordeliaWagner1999]

Don't give your kids "food" from Fast Food Franchises. That simple. Learn to eat and cook healthy BEFORE you start breeding.

[@katfoster845]

@@CordeliaWagner1999 what relevance does this have to my comment about someone who makes nail polish?

[@xandralinest89]

I had no idea prime was a Logan Paul brand. I've been seeing them pop up everywhere at my local stores, I do like energy drinks and I'm usually pretty excited to try something new but for a variety of reasons unknowingly I've never purchased . Knowingly I'll never purchase ever

[@turtleanton6539]

Just stop drinkin energy drinks

[@missmia196]

How did you not know that was a Logan Paul brand???

[@CordeliaWagner1999]

Do something about your coffeine addiction

[@Whatisright]

This should also help people understand why celebs and influencers tow that line. The line being whatever's "acceptable." Call it being woke, propaganda, agenda or whatever but money's on the line from sponsors and brands all over so they stay in that box regardless of how they may feel personally. With everyone constantly needing or demanding people have an opinion on whatever's going on, their opinion is most likely going to fall in line with whatever keeps their image marketable.

[@prismagraphy]

I noticed the usage of the word “woke” in your post. I’m sure you know this… but being aware of something that others might not be aware of… makes you “woke.” 😅 You’ve been awaken to what’s going on “behind the curtain.” That’s what the term has always meant, despite what the GOP might be trying to rebrand it as.

[@Whatisright]

@@prismagraphy I said woke but I also used other examples because It’s not specifically about being woke. It’s about holding to whatever way the wind is blowing. Doesn’t matter if it’s in the woke direction or whatever someone wants to call it.

[@lw4311]

The fact this video has a sponsor is very ironic

[@reinaldomartinez13]

Man has bills to pay, don't hate the player, hate the game

[@lw4311]

@@reinaldomartinez13 Isn't the game made up of the players? Also influencer marketing 100% works, otherwise their wouldn't be this level of demand for it

[@Vietcongster]

@@lw4311 Games are made of players and rules. You can invent new rules for chess, but good luck finding a broad enough audience.

[@SilisAlin]

There is a huge difference between having a video sponsored and representing a brand.

[@christiannorman864]

@@lw4311 brain dead take. He’s still keeping true to his roots while having this video advertised. If you watch his other videos you’ll see he is honest about his reasons for uploading.

[@jakebolling7550]

Glad someone finally said it. Tired of every fitness instagrammer making a clothing brand…very likely they just found some supplier, slapped their label on it, and are monetizing their die hard fans. Very unlikely that the quality beats any traditional fitness apparel brand. Everybody has to make a buck, but the saturation absolutely does just push consumers to traditional, non-influencer products.

[@maarten452]

Why do influencers always act dumb and flex and act like they made it themselves when they were just lucky or their parents had connections or they got money from their mommy and daddy. Like do they want me to hate them?

[@demons27]

It's BS ego & to sell it to impressionable feebs.

[@marcorojas-vazquez6792]

Because they still work hard for it while people like you are too busy complaining to actually do anything

[@inuendo6365]

Because there is still a massive chunk of both western and eastern capitalist audiences that thrive off of "self made" brainwashing narrative. It's like cheap processed food/fast food, tastes good enough to most people they're at least complacent with how it was made with toxic crap unfit for pigs.

[@IL_Bgentyl]

It’s kind of required. The confidence to nail something regardless if it’s trash takes a lot of delusion.

[@lance8859]

It's all luck. I didn't pick me to be born. Just a probability thing, system for riches, billions of players, and chaos.

[@jackmchugh173]

I'd like to see his take on Linus Tech Tips and their whole business. To me it looks like the best KZbin based business I've seen

[@matthewhungerford1861]

he references linus saying people should probably pay for 4k resolution on youtube as the trend will become unsustainable for youtube, it on how youtube works like how we get 4k resolution for free and how people take it for granted as youtu

[@royce9018]

I mean Linus sells some mech and a screwdriver… it’s a variety of other products they review. So entirely different.

[@jayspeidell]

LTT is a business, influencers are more based on a personality. If Linus got hit by a bus, the company would carry on. They develop as many people into presenters as possible to diversify.

[@max3446]

@@jayspeidell I dunno, Linus is a pretty core component of the brand still - they'd survive without him, but probably not thrive.

[@unkown34x33]

Lol I just comment on that. I bought the wan show jacket because omg... The pockets are really useful, as a guy that spent most of times without a backpack. And the quality is good... They transparency is what every single stupid influencer misses

[@ForgiveMyMadness]

I've literally never understood the desire to buy influencer or celebrity products due to the individual shilling them. I bought Fenty makeup (Rihanna's brand) because I genuinely enjoyed the formula and it was the first brand in my area of the UK that catered to my skin tone without having to travel to a big city. Other than that, I've never understood the desire to buy something simply because of the person selling it.

[@catherinesanchez1185]

Well , she was jumping into an underserved market . The last time I saw his type of product marketed was the model Iman and that was decades ago . Corporations tend to ignore certain groups of people which creates opportunity.

[@oluwanifemicole7287]

You've probably done it before, although unconsciously, your favorite author released a new book, you buy it because you like the author, a lot of the things you buy is because someone recommended them or you mysteriously decided to buy them one day. It made you feel you bought it of your own choice with no outside influence but it's always the opposite.

[@Ab3ndcgi]

I think I've bought not influencer brands but influencer endorsed stuff, without even knowing. Then, I would get home and notice the "so and so collection for x brand" tags. But I bought them for one of the following reasons: 1)It was a nice quality, affordable product that featured a cute design element 2) It was on clearance on a shop I have good experiences shopping in One thing is for sure, if I knew there were celebrities promoting those products, I would have surely thought twice about getting them even if I liked them a lot. Not because of the quality, but because some sort of primal reaction that makes me hate the idea of wearing someone else's parfum or clothes. I get that some people want to be more like their idols, or get the lifestyle they portray; I'm not totally inmune to that; but that should not be so extreme that you want to become an influencer's clone and loose your identity in the process. That assuming you got to form one, which for social media natives I don't know to which extent is possible.

[@CordeliaWagner1999]

How did you know about that Make Up other than Advertizing? You fell for it, and now try to rationalize it. I have extreme fair skin with a pink undertone. 99% of Make Up in the lightest shades looks YELLOW compared to my skin. I still wouldn't buy from a Popstar.

[@ledwysdelgado7304]

I find it amazing how some person shows up in a commercial, and because of that, the company makes money. People think the person on the commercial is directly talking to them.

[@davianoinglesias5030]

I don't buy products based on influencer marketing, it's the quality and reliability that counts, infact influencer products feel kind of inferior, this sort of marketing might pull younger buyers but will backfire for buyers in their late twenties and above.

[@ericwright3798]

You'd be surprised. I know I am every time I see people my age buying something a tiktoker told them to.

[@oluwanifemicole7287]

What of VPNs, us Nord inferior?

[@holysword876]

I remember seeing prime in a nearby store and I was kind of curious as to how it tastes after it has had so much hype. Then I realised how embarrassing it would be to take it to the counter and never even thought about it again. I live in a place that doesn't have that much access to prime so it's only sold in specific stores, and I am proud to say that the prime I did see stocked in the store was never ever touched by anyone.

[@ilhumkabir9664]

How did you know that the products are never touched or bought by anyone or they are the same product you saw on Day-1? Like what was the methodology?

[@holysword876]

@@ilhumkabir9664 The shelf was completely stacked everytime I saw it, not a single gap where someone might have taken a bottle. Now this may be a supermarket but it is on the smaller end + this is a niche product so it wouldnt be bought in such high quantities that everytime even 1 prime bottle was taken it would be instantly replaced.

[@sho_cakes]

Celebrities: 1. use your fame for marketing and become a threat to a industry giants, 2. cash in by selling your company to the giants, 3. the industry giants profit off of the normal customer (especially to compensate the cost of acquisition)

[@CordeliaWagner1999]

The giants dofeel threatened. InBev lost Billions over Bud Light and Dylan Mulvany. They don't care, they have so many other beers and alcoholic beverages. Almost ALL celebs sell their boote Company sooner or later, they know that.

[@thetruth4116]

Celebrity culture has been out of control in America for a while now. Perhaps people throwing away stupid amounts of money to buy less that great products backed only by hype will end up being the long term cure. Not holding my breath though...

[@exeggcutertimur6091]

I mean if idiots want to waste money buying garbage I say let them. Just don't allow their friends and family bail them out of poor financial decisions.

[@petelee2477]

​​@@exeggcutertimur6091you know poor finances can be the result of bad investments as well. Investments are all about risk. Can you name a single risk free investment?

[@RemarkXer]

This was interesting, but I think we already knew that. Maybe look into how it works the other way - somebody who has a working business starts a youtube channel about the industry their business is in and grows in way that it probably wouldn't by traditional means. Aquarium coop and Pierson workholding come to mind as good examples that have also talked a bit about what it was like.

[@KTSpeedruns]

I don't think people realize how ridiculous it sound when they say "I want to be an influencer". You don't just become an influencer for the sake of being one. It's not a direct path. You have to have a large audience to influence, which means you need to achieve fame through methods outside of just trying to influence or accept sponsorships. Being an influencer is more of a side effect, not an end goal or destination. Even if you are famous enough to accept sponsors and influence the purchases of your audience, you better keep on doing other things to maintain your fame and spotlight. Going full time influencer leads to you just selling your time to be in advertisements. And (see stamp 6:50) that's what gets people to tune you the fuck out. TL:DR people who want to just "be an influencer" need to wake up, smell the coffee, and realize that simply being an influencer is not a career. At best, it's a side-hustle reserved only for famous people.

[@huntercoleherr]

The basic problem here is celebrity worship. I have never understood it. I live in Korea, and celebrity worship here is through the roof. Daily, I walk by an advertisement like "Jenny's Pick", selling some brand of chips. If it didn't work, they wouldn't do it, but I still don't get why it works. Jenny is a KPop megastar. She's not eating chips. She's not eating much of anything, this is a known problem with that industry. Even if she was, she almost certainly didn't pick anything. Her agency did, and she was photographed with empty hands which a selected product was later photoshopped into. But let's say I'm wrong about that. Is Jenny some sort of chip expert? Did she manufacture it? How does her preference for junk food reflect on the quality of that food at all? Is it supposed to make the consumer more like her? What on earth does this particular star have to do with this particular product at all, and why should anyone care about their opinion of the product?

[@rennnnn914]

I agree

[@straww_berryyy]

It's actually crazy how easily influenced the kpop fandoms are

[@pooppyybuhhole]

I really don’t understand how people are influenced by “Internet famous” people to buy products they don’t need. Seems like a waste of money.

[@alexanderchristopher6237]

Same reason with how people are influenced by other celebs to buy products, I guess. Only difference between those internet famous people and other celebs is the medium they work with. Sometimes, even the celebs had to develop their own internet image today.

[@kirmie44]

I kinda wish you brought up LTT as an exception/ an example of the size a creator company would have to be to actually develop a product in house.

[@axem.8338]

Ryan Renolds is one heck of an Entrepreneur!

[@weirdo1060]

One heck of a marketer…

[@johnmorrison7205]

@@weirdo1060 *sellout

[@RamiroR13]

​@@johnmorrison7205He didn't create anything, he's a sellout indeed.

[@tsunamidev]

this was an absolute genius way to deliver an ad this proves this guy knows what hes talking about

[@canonogic]

I dont think I've ever seen an ad and thought "oh I must buy that now" and I don't tend to remember (subcontiously or continuosly) marketed brands either.

[@burr69]

You have no control over your subconscious, hence it being called subconscious

[@Amir-jn5mo]

I generally avoid any product that I see too many or expensive ads off. Why would I want to pay for all the advertising of the product?

[@josephfrys6969]

Jobs will pay your bills business will make you rich but investment makes and you keep you wealthy the future is inevitable

[@indiaculture5166]

@Alice mark You're right, it's obvious a lot of people remain poor due to ignorance

[@michaelandrenio993]

I'm looking for something to venture into on a short term basis, I have about $6k sitting in my savings

[@lindapoplin7150]

@@michaelandrenio993 I'm enjoying working under a platform that brings good return in my life and I've been making my weekly returns without stress all in crypto currency

[@lindapoplin7150]

@@michaelandrenio993 Learn and trade under a guide I do same and I hardly make losses in the market

[@ScarletJohansson-rg6jr]

Starting early is the best way to getting ahead of build wealth, investing remains the priority

[@stephans1990]

Crappy overpriced products existing purely off an extreme marketing campaign have always existed (Red Bull, Herbal Life, most designer cloth brands). Same as brands that revolve purely around one individual's image. It's just that social media has made this possible for more people.

[@gamefinders4133]

Honestly the more I see a product being advertised, the less I want it. So for influencers to shove this in my face, it’s not going to work.

[@baileytran4013]

The cut out at the end had me rolling.

[@ChocolateMilkCultLeader]

HMW is on a mission to save Internet Marketing lol. You've been dropping gems recently

[@mtwata]

I struggle to understand why people even follow celebrities, let alone buying stuff they advertise.

[@DANtheMAN-_-]

8:18 "professional Internet Idiots" 💀💀💀

[@u.802]

😭😭😭😭

[@u.802]

😭😭😭😭

[@Entropy67]

An influencer supported service has a lot of puff, but if its all bullshit underneath, then buying in is like throwing your money away. Always do your own research.

[@gdragonlord749]

EA up their with Monsanto. I am actually impressed. It takes talent to be that bad at making games.

[@LethargicGM]

Oh they aren't up there with Monsanto for making bad games. They're up there for buying out small, beloved companies and sabotaging them to kill competition. Plus the use of loot box economy and shoving advertising into licensed sports games.

[@triadwarfare]

EA is a more public facing company with the most "passionate" userbase and most are internet savvy, and you'd only be angry at Monsanto if you know their history and dealings, in which was just brought up recently by KZbinrs. Otherwise, their controversies can easily be swept under the radar.

[@mokisan]

What's Monsanto? Never heard of it

[@drac124]

You do realize this ranking is made by the editor of this video, not an actual hate ranking.

[@triadwarfare]

@@mokisan they're basically a "Fruit" company. Not like apple though. Literal produce. They're infamous for starting wars and supporting dictators so that they get their way.

[@DomCOuano]

the ending getting cut out seems purposeful and actually emphasizes the message haha

[@marcusfrancis24]

Great video! Would love more of your breakdowns on the creator economy insights and where its going over the next 5-10yrs

[@EchoesFromAbove]

Amazing Content man! Keep killing it!

[@axezazel]

Reynold finessed the hell of them

[@brothersoflegacy]

Great stuff.. here is the one thing everyone seems to forget about Beats by Dre… it’s more than headphones. Before Apple Music there was Beats Music. I had the subscription so apple just scooped up a plethora of users and a already established technology when they bought beats from Dre.

[@neftana8]

I keep saying this, that influencer r the new ads. When folks realize this soooo much makes sense.

[@SteveWKk]

The word influencer still makes me want to puke

[@Ultravenom1]

I've noticed that ads only work on me when I'm in the physical store

[@480brad]

“The professional internet idiots” line was sooooo funny!

[@jeberted]

I feel the same when I see traditional celebrity endorsement advertisements especially when said celebrity is one who’s obviously doing ads because they might not be as active in acing as they used to be maybe being older in age. I don’t buy influencer or celebrity endorsed products unless it’s actually useful which I find is rare

[@MrAlexGU1]

"Two professional internet idiots" regarding KSI and Paul got me

[@thefocuschic3234]

That burn on Beats users 😂 (The video cut, btw)

[@armorbearer9702]

This is so true(7:50). All the phones sold at Walmart are connected to one of the major telecom companies.

[@shaikhashif7524]

Truly one of the best KZbin channel

[@GuyScott1]

Love your content mate. Keep it up

[@mokisan]

I actually use point 3 a lot. Lol I never buy a product influenced by any Influencer

[@saimori7372]

Well done. Your always provide informative content.

[@angryyankee9184]

Coincidently, I'm watching this on a decade old HP Laptop that came with Beats audio speakers. It is the loudest laptop I've ever heard.

[@flyingthundergod3999]

Bro did 2 ads in a 12 min vid

[@andyvanes2388]

in a video shitting on ads lol

[@allesarfint]

And then there is LinusTechTips which made everything from scratch, all because Linus didn't like what the market was offering and went the "Fine, I'll do it myself" route.

[@YaYousef5]

Do you check finals from the video editor before uploading? Because it cuts off mid sentence. Plus, it's hard to watch with on screen cards coming up while you're showing visuals for things. Have you thought of getting an end card animation so that stuff doesn't get in the way?

[@AdADglgmutShevanel]

There are very few influencers whom I trust. And I would only try or buy something that they specialize in. Like guitar players who show off a guitar or effects pedals. Or a video game recommended by someone who plays games that I like.

[@daltoonybob]

These videos always sound good to watch but the format isn’t at all. “Now it’s time to learn how money work” the intro takes 1/3 of the video. Then an Ad. Then a brief explanation of the title. Then it abruptly ends. Every video. I’m also left more dumb and confused then before I started. The clickbait titles got me clicking every time tho.

[@TrulyAtrocious]

honestly he's just really good at making transitions

[@MenwithHill]

Sounds like a you problem. I watch the intro (which is actually half of the video, not a third), skip the ad, watch the carefully laid out points made and digest them. Pretty solid if slightly funny format.

[@FraZzJ]

I thought the same thing. I stopped watching when the ad showed up. The video is poorly formated and paced and has bad information.

[@sameersadh6717]

I'd love to see Colin and Sameer to react to this video.

[@hotpenguin607]

As an Audiophile, I'm pleasantly surprised by the points u made about Beats headphones

[@GyroCannon]

I use Mint Mobile and I knew about it because of the Ryan Reynolds ads, but I didn't buy it because it's a Ryan Reynolds company. I did it because AT&T sucks and Mint had cheap, simple plans that fit my needs. I think that's what consumers have to live by for anything. Is it actually good, or do you just like it because they got a spokesperson that you like, or sponsored something that you're a fan of? I, in the foreseeable future, will keep my Mint Mobile subscription, as long as T Mobile keeps prices low. (There are plenty of other low-cost carriers out there)

[@BusinessWolf1]

reynolds doesn't need to ever go into business again, the reputation burn is absolutely justified

[@Marqan]

I enjoyed Ryan Reynold's commercials, but didn't know about him selling his shares. Knowing that, in effect, it's just a pump and dump scheme really sours his whole image for me, including his movies and other comercials. He just started with nuvei or whatever, I guess that's gonna be the same.

[@tyleremery7088]

I used to watch his ads (with no intention of buying the products/services being advertised) simply because he's entertaining in them, but finding out that it's all just a pump and dump gives me the ick. I still like him as an actor, but beyond that it really kinda sours him for me.

[@garrettrinquest1605]

Yeah. The Mint Mobile sellout was awful. Problem is, they were the last good option I could find after Republic Wireless got bought out by Dish.

[@shaedeymamlas5496]

Hilariously, prime was selling for 8 euro a bottle in my country, then gradually went down and down in price as stores were struggling to actually sell them. Right now it costs about 1.5 euro and it’s still struggling to sell

[@earlthehoodedsweater]

same with ireland! it used to be so expensive and in every store now it’s no longer in the major retailers like tesco, dunnes. it’s only in corner stores now 😭

[@user-kv9xc8jg4g]

Man life sure is depressing

[@tygsv4021]

I love Ryan Reynolds. His movies are hilarious and he’s just a likable guy. Dude made $300 million..

[@davidmasaka6547]

All I know him from is what feels like thousands of "quirky" ads I've seen him in. I hate seeing that face now

[@cptrelentless80085]

You know he doesn’t write the movie scripts, right?

[@kaloyan2778]

where's the link to your merch store?

[@robalexnat]

What is the name of that track that payed during the HubSpot ad?

[@tangydiesel1886]

Or like the essential oil influencers that lie. I'm not sure how they can say what they do and still be legal.

[@BusinessWolf1]

lots of technicalities there about what claims were or weren't made

[@devinmcmanus]

11:47 Some people have more money than brains.

[@CoreyChambersLA]

Influencers are effective advertisers only if your customers listen to that influencer. Poll your customers first to ask them who they listen to on KZbin, Facebook, Twitter etc.

[@mthokozisimyende787]

8:17 "THE PROFESSIONAL INTERNET IDIOTS"😭😭😭 Logan Paul x KSI

[@motnik]

I really enjoyed watching your channel, but putting sponsored messages in the middle of your video is highly frustrating. I'm already paying for KZbin Premium so I don't have to listen to ads. I find the whole sponsoring highly annoying. If anything, put them at the end of your video, but every time I hear "but first a word from our sponsor" I click Thumbs Down and move onto the next channel. (and to anyone who’s urged to reply “it takes longer to type out your comment than to skip the sponsored message”, it has become so inflationary between KZbinrs that I have a template I can just paste; it’s as ubiquitous as it is annoying)

[@ShawnXavier44]

Thank you for this wonderful video! I have incurred so much losses trading on my own....I trade well on demo but I think the real market is manipulated.... Can anyone help me out or at least tell me what I'm doing wrong?

[@saviourmark3153]

Same here, My portfolio has been going down the drain while I try trading,l just don't know what I do wrong

[@Jennymerrie]

Trading with an expert is the best strategy for newbies and busy investors who have little or no time to monitor trade

[@selemaeva7758]

I strongly advise you against self trading, it's really dangerous and had brought so many investors down, you need someone with the knowledge and strategies, someone dedicated to the crypto currency market business, and I will strongly recommend expert, Mrs Shannon

[@moreenfred7440]

YOU DON'T NEED TO BE SHOCK BECAUSE I'M ALSO A HUGE BENEFICIARY OF expert MRS SHANNON

[@jessicagomez8860]

Here in Houston Expert Mrs Shannon carries out the both orientation and mentorship potentials

[@goranjosic]

"Professional internet idi0t" is the best description of Logan Paul I've heard so far!

[@UnKnowmanNumber2]

On the other hand, you have brands like Raycons or Manscape where 90% of the budget is going on advertising instead of making the product, which is also something I avoid

[@raphfelimax2713]

I'm so happy I made productive decisions about my finances that changed my life forever,hoping to retire next year... Investment should always be on any creative man's heart for success in life.

[@Georgina705]

I agree with you and believe that the secret to financial stability is having the right investment ideas to enable you earn more money, I don't know who agrees with me but either way I recommend real estate or crypto and stocks.

[@charles2395]

I am interested to know more and invest in Crypto please

[@wilsonrichard440]

I'm honestly surprised that this name is being mentioned here, I stumbled upon one of his clients testimony last week in CNBC world news

[@arktom7335]

I was trading fairly a small account and I got over 200% within one month. We need more traders like him in the space to guide the teeming population of crypto enthusiasts and traders out there

[@tryleraaron9244]

he's really a professional. For this past months, I keep earning $11,800 weekly profit having invested $4,200 and working with him

[@Heheha329]

Never knew about tidal history but it's actually pretty good

[@casualgamer00]

I am very happy and proud of myself that I do not follow any of these phonies that were mentioned in this video. But it is a good watch for educational purposes. Subbed.

[@SuperMustache555]

I feel like you went into this video with a thesis, and found evidence to support that thesis rather than properly evaluating the accuracy of your thesis. For example, Beats by Dre was acquired by Apple in 2014, as you mentioned. but the business did not start failing because of its influencer past, Apple significantly pulled back on marketing and the product altogether. The only reason that they acquired the company, it seems, was to create their own, Apple branded headphones like the AirPods, which are now the highest selling headphones of all time. I also didn’t see much fan backlash to Ryan Reynolds, selling Mint Mobile, and the Kardashian Card is relatively niche in this day and age. The problems you point out are all correct, valid, and supported by evidence, but you failed to recognize the gifts of influencer marketing that go far beyond the lower cost. Customers buy prime hydration because they have this connection with the product due to their parasocial relationship with Logan Paul and KSI. That connection drives sales much more than any traditional influencer endorsement deal, and could only be born out of an ownership stake in the company. Ultimately, I think your view on the validity of influencer marketing is limited and biased, but I normally love the content and think this was just a rare miss. Look forward to seeing more videos from you in the future!

[@snorman1911]

I'm so sick of seeing Ryan Reynolds before every video.

[@rashaddean6607]

Who’s your video editor? I’m trying to connect with him. I know it’s Andrew Gonzales but how do I get in touch with him.

[@maxxe2]

The video cuts off before I can find out what hubspot makes possible 😢

[@thelizardpalace4597]

The Kardashians lost the oportunity of naiming their credit card Card-ashians ... I'll see myself out