MARKETING 101: WHY COULDN'T THIS INFLUENCER WITH 2 MILLION FOLLOWERS SELL 36 T-SHIRTS?
When an influencer with over 2 million followers couldn't sell 36 shirts to launch her online clothing brand, people on Twitter stopped to assess the situation...
Being a macro-influencer can really be hard. You've got to interact with your followers, continuously post engaging content, and keep up with all the strange algorithm shifts.
When this influencer with over 2 million followers couldn't sell 36 shirts to launch her online clothing brand, people on Twitter stopped to assess the situation.
In what appears to be a now-deleted IG post, Arii, an 18-year-old IG influencer with 2.6 million followers, wrote that the clothing company she was working with had rules around her first sales, which included selling at least 36 pieces from her line.
She wrote: "Unfortunately the company that I'm working with goes based on your first drop sales. In order for them to order and make my products (even to keep working with them) I have to sell at least 36 pieces (knowing I've become super irrelevant, I already knew it was gonna be hard) but I was getting such good feedback that people loved it and were gonna buy it. No one has kept their word so now the company won't be able to send out the orders to people who actually bought stuff and it breaks my heart."
Twitter gave her constructive criticism on the launch, first pointing out that you need to know your consumer as a business owner. One user stated:
"The truth is that her followers aren't her customers. Understanding who will actually buy from you and what they will buy is a key business lesson."
Another user stated: "Some people will launch a business prior to creating a business model to support their concept. Sounds like she truly didn't understand her target audience, market product fit, revenue generating model and marketing strategy."
This is an important lesson that starting a successful brand takes more than just having a strong social media following. Any tips for running businesses? Let us know on Twitter @