How Quibi Celebs Demonstrate the Value of Influencer Marketing
Quibi, the app offering quick bites (hence the name) of entertainment on mobile officially launched on Monday, April 6th and has already gained 300,000 downloads on its first day and 1.7 million in its first week. The app, with $1.75 billion in funding, offers nearly 50 shows (all 10 minutes or less) which can be watched vertically or horizontally.
The one-of-its-kind app offers similar content to major streaming services, but shortened to fill those on-the-go moments. It competes with TikTok and YouTube in that people use these platforms, oftentimes, during the brief on-the-go moments. However, content on Quibi is completely different than content on these other platforms; YouTube and TikTok can have content from anyone–after all, it is social media. Quibi content is high-quality and professionally done with shows featuring mainstream celebrities. Popular streaming services, Netflix, Hulu, Disney+, all offer similar content in terms of its high-production value, but much longer, ranging anywhere from 22 minutes to hours.
Quibi has a created a product for a niche audience: people who want to watch movie-quality shows during the in-between moments of the day on their phone.
The app will need to adapt in several ways to remain relevant, namely, allowing multiple logins for family access, similar to other streaming services (after all, they are paying), and to allow web access (even though it is designed for mobile, fans also want the ability to watch on larger screens).
One thing that the social app is doing right is influencer marketing. With star-studded cast members, Quibi shows are gaining some serious reach and visibility, like this live-stream between Reese Whitherspoon and Jennifer Lopez, discussing their new shows on the platform:
Quibi’s use of celebs proves the inherent value in influencer marketing for a couple key reasons: one, that these celebs are naturally excited about their own shows! When influencers and brand partnerships stem from an authentic love, storytelling is enhanced and genuine. Two, that they garner reach, engagement, sentiment, and awareness, where traditional forms of advertising cannot.
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