Nathan Barry warns that brands relying on one celebrity like Kim Kardashian face huge acquisition risk. Kion instead uses 100+ micro-influencers across different niches, spreading the bet so no single person can tank the business.
I advise an energy drink company that recently brought on Kim Kardashian. I'm like, that's like not the greatest idea because if you're building a company to sell, which is what we're doing with Kion, and you have a key person issue, meaning like, let's say I was still the name, the face doing all the content, all the videos, and they were heavily reliant upon me as a main influencer. That's a key person problem that makes it difficult for whoever's going to buy your company to actually swallow when they realize, oh, if this person gets hit by a bus, like that's going to drastically affect revenue. I would much rather do like what we did at Kion where we've got like 100+ micro-influencers, mommy blogger and the rock climber and the triathlete, the dancer. We're spreading out our influence across a lot of different personalities, but none of them are clutch.
