Brands are shying away from big YouTubers like Logan Paul, and here's why - Dexerto

Brands are shying away from big YouTubers like Logan Paul, and here’s why

Published: 29/Nov/2018 22:18 Updated: 29/Nov/2018 22:28

by Virginia Glaze


According to ‘Influential’ CEO Ryan Detert, brands are seeking smaller influencers to market their products, choosing to shy away from big-name internet celebs like Logan Paul and PewDiePie.

In an interview with Wired, Detert revealed that metrics and data suggest that companies should work with multiple, “relevant” influencers to advertise their wares, rather than banking on a single star who could potentially ruin their image (a la Logan Paul’s suicide forest scandal).

“…at the same time… brands started asking themselves ‘Why would I pick one big name that’s going to screw me over a few months down the line?’” Detert stated. “It’s now jumped to the point where literally every kind of brand… has embraced the idea of working with more influencers of smaller size.”

Logan Paul Merch, TrendingAllDay

Wired went on to state that brands now choose influencers from a series of categories dependant on their following, including macro influencers, micro influencers, and nano influencers. Additionally, ‘Tongal’ president James DeJulio held that using smaller influencers helps promotions to feel more “authentic,” rather than forced.

“It’s like buying something from your local hardware store,” DeJulio claimed.


Furthermore, brands have found that working with smaller influencers is generally easier than wrangling big-name stars, according to a source Wired cited as ‘Lennon.’

“Micro influencers are also willing to do more for less and deliver on more of the asks than larger names,” Lennon claimed.

While the likes of Logan Paul and PewDiePie continue to flourish despite their past controversies, it looks like brands aren’t willing to shoulder the potential risk, and are moving on to smaller pastures instead.


Charli D’Amelio slams “out of control” hate from 100m followers scandal

Published: 3/Dec/2020 21:21

by Virginia Glaze


TikTok star Charli D’Amelio is hitting back at the intense criticism she received after joking about not reaching 100 million followers in a year, as well as the hate that followed her tearful Instagram Live on the subject.

Charli D’Amelio is TikTok’s most-followed content creator. Now boasting over 101 million followers, Charli has become the poster girl for the viral video application — but not everyone is a fan of the internet superstar.

The 16-year-old influencer got hit with an avalanche of negativity upon the release of a “Dinner with the D’Amelio’s” episode on November 16, where she appeared to jokingly bemoan not reaching 100 million followers in a year’s time.

The issue quickly erupted into a scandal, with users calling out Charli for purportedly only seeing her fans as “numbers” and being ungrateful for her privileged position as a celebrity.

(Charli’s comment starts at 14:58)

The hate soon spun into a hurricane of vile comments, with D’Amelio even revealing she’d been sent death threats from angry viewers during a tearful Instagram live addressing the situation. She even lost 1 million followers over the ordeal.

She has discussed the matter yet again in a solo December 3 episode of her ‘2 Chix’ podcast sans sister Dixie D’Amelio, hitting back at the shocking amount of hate she received over the scandal.

“The thing that I think happened was, it spiraled completely out of control,” she said of the situation. “It turned into a place where I was getting threats for my life. When talking about this on Live, I got emotional, because that’s not something that people take lightly.”

“I feel like people really have to understand that yes, I do have a substantial amount of people that follow me on social media,” she continued. “That does not mean that I am not a person. …The entire situation was taken completely out of proportion by lots of people.”

“I know I’m not a disrespectful person. I know that I’m not a genuinely horrible person. I know I’m a good person, at the end of the day. Whether or not everyone agrees with that is for them to figure out, and that’s totally fine.”

(Topic begins at 1:10)

Charli’s podcast shines a light on the growing negativity from social media platforms like TikTok, which even bullied the likes of Taio Cruz off the website within just a few days of him creating an account.

This situation serves as an important reminder to remember that no matter the circumstances, there’s always another person behind your phone screen who your words are directly affecting — 100 million followers or not.