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Advertising Via Thought Leaders

“Ours has become a world where a tragic number of people have become more fascinated by materialism and the lives of distant narcissists than by their own life experience.” – Brendon Burchard

 

If you can gain significant attention by Tweeting, Instagramming or Facebooking to a large population of like-minded people, you have what makes for an advertising solution or an advertising platform.

You may have come across this already. It works quite well on both large scale and small scale social media accounts. The concept involves influence peddling and micro-payments.

Here’s how it works in the art world on Instagram. Artists that desire more exposure set up business accounts on Instagram. They start following other artists and museum goers, and hashtagging their works with the conventional tags like: #oilpainting, #art, #iloveart, #instaart, #inspiration, #fineart and so on.

There’s a subgroup of Instagrammers who promote and curate art on the platform. These accounts inevitably figure out who the emerging and newly exposed artists are. They follow artists and comment and like their posts. Eventually these curators message or comment on the artist’s posts, telling them that they can be featured on the curator’s Instagram page for a fee (details in their bio). The bio usually contains a link to an e-commerce site where the artist can purchase exposure in the curated feed for micro-payments.

Here’s an example:

This is going on all over the world. Imagine the vigorish that changes hands on larger trafficked sites. @psychoartwork had almost 32,000 followers as of this printing. Some of those should are fairly targeted art lovers, as you can imagine.

Now, imagine what a Kardashian can pull in by showing off a purse or some fashion outfit or skin cream? (Kim Kardashian West has 109,000,000 followers as of 2018!) Direct promotions via those accounts have to be supremely lucrative. The transactions for publicity and promotion for those types of sites are often handled by traditional media buyers, agents and ad agencies.

This is the kind of cross-pollination advertising that is contributing to the breakdown of traditional media channels. One post by Kardashian in one day gets 2.1 million likes and almost 30,000 comments. That one post – just a photo! – is reaching more people than many primetime cable TV shows that last a half hour. One day on her account (if she posts four times) gathers up more eyeballs and engagement than all the cable news channels combined. These are people commenting and engaging with the post. The potential reach is 109 million people, and the ones interacting with the posts are consistently in the 1.5 million to 2 million range (likes).

It’s worth mentioning again. People – especially the young ones – are constantly on the “black mirrors.” That’s the new TV, and advertisers have been exploiting these new platforms for years.

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