Dive Brief:
- A underground barter economy is forming that allows for high-end brands to trade big dollar items for Instagram posts from influential users.
- For example, Mercedes USA delivered a $29,000 car to Instagram user Nikoletta Csanyi because she agreed to drive the car on a three day trip to Washington D.C. and document the trip on Instagram.
- High-end brands are making deals with these influential users in order to reach a younger audience and enjoy the credibility popular Instagrammers have over celebrities.
Dive Insight:
Influential Instagrammers can often have as big or even bigger reach on the social platform than brands or celebrities. That "real person" credibility is something that can't be recreated— so the brands trade luxury items for it. Coach, Maserati, and Dom Perignon are other luxury brands taking part in the barter economy, and if the ROI proves itself, we could see more brands hopping onboard.
