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Is Sweat benefitting like it should from the magic of influencer marketing?
With an expected market size of $13.8 billion
in 2021, influencer marketing is going nowhere.
And nowadays, influencers just don't promote
brands, they launch brands too. Building a product with a YouTube/Instagram star at the helm should help
skip the struggle of brand awareness in the early days, right? Not always.
We decided to track Sweat, a fitness app whose co-founder is no other than influencer Kayla Itsines, to see what the presence of Kayla was able to do for the brand. Here's what we discovered.
1000 respondents via mobile surveys.
Respondents segmented by age, gender, and education level.
Focus on the United States, with respondents selected randomly from multiple states.
11% of those that do home workouts are aware of the brand