Yashar Ali 🐘 @yashar New York Magazine/HuffPost Contributor Email: [email protected] Direct Messages Open Text/Call/Signal/Confide/WhatsApp: 310-795-2497. Agents: UTA May. 30, 2019 1 min read

1. Something I will never get...why brands pay celebrities a lot of money to do sponsored Instagram posts only to strip away what makes people follow that celebrity to begin with. For example, (insert celebrity name here) has a charming, vulnerable Instagram presence

2. Their natural messiness makes people feel close to them and want to engage. But then when they do an AD post the caption sounds so scripted & unlike them

Something like this

"I don't know about you, but when I'm busy with the kids, I don't want to cook, so I always order..."

3. The rate of engagement on those posts is always dramatically lower than the engagement on unsponsored posts, I refuse to believe it's effective strategy to make someone sound unlike themselves.

4. This isn't about blaming celebs for bad copy...and I take no issue with sponsored posts. I'm wondering why a company would pay someone a lot of money to do something ineffective! It's just so foolish.

You can follow @yashar.


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