by Matt Weik
To say that influencers are not powerful these days is a massive oversight. Influencers have contributed to brand growth for years, and it's no different when it comes to complementing brands. Look at the Kardashians. Would you like to tell me that they don't support sales when they post about a product or promote something? Do you think Kylie Jenner helped build her Kylie Cosmetics line? Of course it was! She can also thank her parents and celebrity status for becoming a billionaire at the age of 21 – not too shabby, right?
2020 could be the last year for influencer power
First of all, I would like to say that I am not an industry insider because it is very important to me what brands do internally when making their decisions. I look at the industry as a whole, not specific brands, and just give you my insights and thoughts. I'm right? I dont know. Do I see it go away? Yup.
There are very few brands that do this with great success, but the ones that benefit me the most should be Ghost Lifestyle. Now I'm completely honest with you. I've been in the supplement industry for over a decade and haven't tried any Ghost product yet. Not that I have anything against them, they have a cult following that is so good for them. But when it comes to "athletes" or "ambassadors", they do things right.
The downside is that influencers are here today and gone tomorrow. As soon as they get hot, they disappear and are forgotten because the next hot model or person comes up and the cycle continues.
Social media platforms are stubborn when it comes to showing skin and the things you can promote. Would you like to show your abs in a display? Think again Platforms like Instagram and Facebook will refuse you. Would you like to show pictures before and after purchase to advertise your product? Nope. Still nice try. These are also rejected. Do you think you can post some half-naked selfies to get followers? The platforms ensure that your image is not shown in the feed and fewer eyeballs appear.
Influencers who use their bodies to increase their following have to find a real job. While platforms like Facebook and Instagram are starting to crack down on showing skin and everything sexual, engagement for many influencers is waning. Not to mention that many supplement brands are finally starting to feel that many “influencers” are buying their followers and that if they pay to work with someone who has more than 1 million followers, only a small percentage of the people in the post actually looks and she never gets a return on her investment.
The top for supplement brands
Let's rethink the Ghost model and find out which supplement brands can benefit from what they did. Christian Guzman and Maxx Chewning are two of her trademarks for the brand. Both are YouTubers, but from a fitness point of view they are the opposite. Christian is known for his physique, the Alphalete clothing brand and his Alphalete gym. Outside of YouTube, Maxx is only known for powerlifting.
In 2019, Guzman and Chewning teamed up with Ghost to launch their own limited product variants. Without knowing the exact numbers, both products seemed to be a success and sold extremely well. But you could imagine that if they did it well, they would continue to sell and add to their product portfolio? No? As of January 2020, neither Christian nor Maxx products will be listed on the Ghost website.
When supplement brands work with influencers, it's really a hot campaign. They had Tracy Anderson release a number of products in Target that failed fairly quickly (you probably think the same as me … "Who the hell is Tracy Anderson?" What could be the reason why your series failed). Scivation teamed up with CrossFit athlete Mat Fraser to create a fraserade flavor for his BCAA product, which is a blend of blueberry and lemonade. GFuel even wrote the script and left the fitness side of things, working with YouTube Sensation Pewdiepie.
It's great if you can leverage other people's influence when the timing is right, but it's not a permanent strategy that most can sustain, and they shouldn't focus most of their marketing efforts on it. The social “value” of people rises and falls continuously. But that doesn't mean that supplement brands shouldn't focus heavily on social media advertising.
What goes up must come down again
Here, I think, things start to falter when many supplement brands and their influencing factors fall apart, and it is exactly these people who are played out. I'm sorry, that may sound tough, but you see the same faces all the time. It is no longer a selling point.
Christian Guzman, Maxx Chewning, Rob Lipsett and Caroline O & # 39; Mahony not only belong to the Ghost Lifestyle crew, but also to Alphalete. The same people typically work on multiple projects for multiple supplement brands. It almost seems like Ghost Lifestyle and Alphalete are one and the same thing from someone who looks inwards from the outside – even if I know that this is not the case. And that's not a blow for both brands, since both are incredibly successful in and of themselves.
If you have someone who is hot right now, exhaust them and use their social strength. Guzman has been a YouTube MIA for some time and I honestly don't think Chewning is popular outside of his circle. If I hadn't seen him on a Guzman video, I wouldn't even have known who he was.
In my opinion, the “social currency” of influencers is rapidly declining. Not to mention that there were a number of influencers working with supplement brands, and the influencers were facing legal problems and the supplement brands continued to play damage control.
Overall, I don't think many supplement brands find more value with influencers. This does not mean that they do not use some as ambassadors and allow them to sell the products as if they were part of the sales team. In return, they received a commission check every month based on their sales. But I think the days when influencers make a lot of money for supplement brands to use their names are long gone.
But hey … add brands, let me know if you want a Weik watermelon flavor!