The rise of social media has supercharged the “influence” economy. While her entrepreneurism is impressive, Rihanna’s star power is also part of the package that landed her the barrier breaking deal and title as the first black woman to partner with French conglomerate LVMH. She has over 71.1 million followers on Instagram and the direct connection she with her fans allowed them to see her crowned “Most marketable celebrity” in 2016.
While selling product through celebrity is nothing new, brands have recognized the power of influencers to create meaningful dialogue with their communities aka followers, particularly the all-important millennial generation.
If that scoop isn’t interesting enough, the NPD Group conducted research and found that Rihanna’s followers would be 3.7 times more likely to buy something seen on her account than that of other celebrities. So yes folks “clout” is a real thing albeit good or bad. Crown her queen.