J&J's Clean and Clear acne brand decided to look to smaller influencers with only 500 followers rather than more popular ones to tap into social media's peer-to-peer nature.
Now, Eisman is among the teens who star in videos for Johnson & Johnson’s Clean & Clear—his video alone has received more than 3.2 million YouTube views since June. Together they have helped boost Clean & Clear sales 19 percent since February, according to the company.
The story also digs up some (alleged -Ed.) dirt on beauty influencers. A blogger who works in the industry says that he learned that influencer prices can be:
- $25,000 for a product mention in a multibrand review
- $50,000 to $60,000 for a dedicated product review
- $75,000 to $85,000 to do a negative review of a competing product
In the post, he called the idea of paying influencers to harm competitive brands “mob-like behavior,” adding that it’s time for the Federal Trade Commission to “start charging fines and shut this bullsh*t down.
Unethical behavior aside, the J&J tactic of using more authentic voices and then boosting those materials is more similar to patient testimonials in the pharma world than true influencer marketing. Maybe pharma brands should look at these micro-influencers to fill their patient testimonial ranks.