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Being an "influencer" in social media does not just mean having the Power influence; it also means making influence.
In an interesting case that just appeared, a so-called influencer was named in a lawsuit for breach of contract. The case involves Grown-ish actor Luka Sabbat and he was brought by a public relations firm hired by Snap, the company behind Snapchat.
People who influence social media generally have many online followers or close connections to a smaller audience in a particular niche. They can then use their reach to order large payments – or valuable gifts and benefits – in exchange for including a product in one of their online posts.
Sabbat, which has 1.4 million subscribers on Instagram, was contacted by Snapchat's public relations agency, PR Consulting (PRC), to influence Spectacles 2, the latest edition of the Snap camera glasses.
The contract included a US $ 60,000 contract, of which US $ 45,000 was in the actor's pockets.
The complaint states that Sabbat, aged 20, was forced to wear the specifications in one of his Instagram feed posts and in three Stories posts, two of which had to include swiping links.
He also had to publish Instagram photos of him specifying the Paris Fashion Week and Milan Fashion Week.
The messages had to be pre-approved by the CRP, which also wanted to consult the analytical data relating to each of the Spectacles Sabbath messages.
However, the PRC claims that Sabbath did not fulfill its role of influencer: it only published a picture of the thread, a story and a single coup d'achat. In addition, the People's Republic of China stated that it had never had the opportunity to pre-approve the content and had never consulted the analytical data.
The complaint also alleges that Sabbat "acknowledged his fault" by not respecting the terms of the contract but "refused to return the funds paid by the PRC".
The public relations firm is requesting the reimbursement of the initial costs, as well as $ 45,000 in additional damages.
If the case goes in favor of the People's Republic of China, it could have a lasting effect … or should we say "influence" … on future cases where a celebrity will not approve a product in the manner agreed in the contract, or at least could persuade celebrities who accept payments for online endorsements to take proper note of the terms of the contract.
Nevertheless, if all advertising is good publicity, then perhaps this last cover will not work too badly for Snap and version two of its shows, after all, after the apparent failure of the original shows to set the world on fire. he needs all the help that he can get. Including influencers who actually influence.
We asked Snap to comment on the PRC case and we will update this article if we have news.
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