There’s even this new hashtag ‘#couscousforcomment’ that shames Instagrammers who demand free food. Take this example, where the owners of a travel blog message a restaurant to offer them exposure, but not free of charge:
It has gotten to the point where Joe Nicchi, who owns an ice-cream truck, has had it with self-proclaimed trend-setters that ask for free icecream in return for an Instagram post. He went viral after he posted a sign that said: “influencers pay double”. He even said that he was an “anti-influencer”. So we now know that there’s an actual anti-influencer trend emerging, apart from what some were already doing: hate-follow them.
Some online influencer wins
There are, of course, many positive examples as well. Let’s take Hulu’s ‘sellout’ campaign which stands out due to transparency: athletes post videos of them saying ‘Hulu has live sports’. And admit being paid by Hulu to do so. With humor and the ‘anti-influencer’ tactic, they managed to generate plenty of buzz.
Another nice example of a successful campaign is Walmart’s #FightHunger campaign. It consisted of Walmart donating ten meals for every user that engaged with the campaign. They teamed up with influencers within the food industry, like chef Ana Quincoces in order to kickstart the campaign. Eventually, they relied solely on users to post their own content. At the end of the campaign, Walmart had donated over 1 billion meals.