The Great Unfollowing: What "Bachelor in Paradise’s" Recent Scandal Tells Us About Influencer Marketing
16 Sep 2021 · 2 min read
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Bachelor Nation is no stranger to scandal as the last year has proven- between Chris Harrison’s clumsy exit and scrutiny surrounding the show’s lack of diversity, this year’s season of Bachelor in Paradise was off to a pretty calm start. That calm was short-lived, as this week’s double feature episodes caught scandal on camera that saw ripples on social media. Accidentally revealed on-air, contestants Brendan Morais (@brendanmorais) and Pieper James (@pieper_james) indicated they were already a couple and were only on the show to gain followers on social media.
Though Bachelor Nation fans watched in shock as the lie unraveled, Brendan and Pieper’s shock was likely more as their plan had the opposite effect. Since the episodes aired on September 6th and 7th, Morais has lost almost 23.5% of his followers.
With Morais losing nearly a quarter of his followers, James was not far behind at a loss of almost 10%. These percentages will likely increase as Bachelor Nation fans tweet and post on all platforms, encouraging others to unfollow.
Brendan was one of the first contestants on the show, as well as an early "fan favorite", and it wasn’t too difficult for him to stay on for three weeks until Pieper joined. In the meantime, Brendan coupled up with Natasha Parker (@natashaparker), a relationship that by his own admission turned out to be a ploy to ensure Brendan remained on the beach until Pieper arrived. As the story went viral on social media, fans of the show began unfollowing the disgraced couple and instead flocked to Natasha’s social platforms.
Natasha has seen a whopping 203% growth rate, up from 173.9k on September 5th to 430.6k by the 13th. If Natasha continues to be a fan favorite, this growth will undoubtedly continue.
Dubbed by social media as “The Great Unfollowing,” this scandal tells us more about influencer marketing than meets the eye. As followers continue to turn away from Brendan and Pieper in favor of Natasha, it’s a reminder that being an influencer is not just about getting followers- you have to be able to keep them as well. Authenticity and honesty go a long way, and followers who might suspect an influencer as being dishonest will likely unfollow.
Dave Neal (@dnealz), podcaster and host of the viral Youtube show “Bachelor Nation News,” has already covered the topic in over five videos with as many as 69k views.
“The faster you grow an audience, the quicker it can be taken away. Just be as genuine as possible on your platforms and don’t take anyone who ‘believes in you’ for granted,” Neal said. The lesson to be learned here for influencers is that social media followers carry a lot of power, and their loyalty (or lack thereof) could directly affect your paycheck.
Although follower counts shouldn’t be the only metric brands look at when hiring influencers, a drastic downward spike in followers might be indicative of something more concerning. It’s worth making sure your influencers are authentic with their followers to avoid partnering with someone receiving negative backlash. Using a platform could help ensure your influencers’ followers are authentic, engaged, and loyal over time.
While Brendan and Pieper may still have some influencer campaigns down their social media pipeline, those opportunities have likely dwindled since these episodes. In contrast, Natasha’s influence has undoubtedly risen, leading to a greater likelihood of influencer opportunities. Featuring active partnerships with Risata Wines, Sweaty Betty, and Amazon, Parker’s new batch of dedicated followers makes her platform look a whole lot more enticing for interested brands.
If you'd like to see how Tagger's platform quickly and efficiently finds the perfect influencers and analyzes social media data for every need and category, _schedule a live demo; we're happy to show you how we do it!
The global market for clean beauty is expected to reach $22 billion by 2024. Many consumers have turned towards clean beauty options, frequently enlisting the help of influencers!
Clean & Cruelty-Free Beauty Influencers
The ever-increasing demand for transparency in beauty product ingredients also correlates with consumers’ trend towards cruelty-free and “clean” products. **According to** [**Forbes**](https://www.forbes.com/sites/kristinlarson/2021/06/30/shopper-demand-for-clean-beauty-and-increased-transparency-continues/?sh=6fc720a25402)**, the global market for clean beauty is expected to reach $22 billion by 2024.**
Clean beauty products are those made without ingredients shown or suspected to harm human health. Cruelty-free products are without experimentation on animals. Many consumers have turned towards these values when searching for their next beauty purchase, frequently enlisting the help of clean or cruelty-free beauty influencers!
Using the Tagger Platform’s keyword search focusing on “clean beauty” and “cruelty-free beauty,” we found these 20 beauty influencers partnering with clean beauty brands.
1. [Demi Colleen](https://www.instagram.com/demicolleen/?hl=en) (@demicolleen) - Clean beauty and SPF advocate behind the #twofingersfull sunscreen movement, Demi Colleen educates followers on best protecting their skin from sun damage. Colleen has partnered with several clean beauty brands, including Skyn, Farmacy, Biossance, and 20 others, covering many skincare topics. At only 23.1k followers, Colleen brings in nearly 90k in potential reach on sponsored posts.
2. [Organically Becca](https://www.instagram.com/organicallybecca/?hl=en) (@organicallybecca) - Organically Becca is an influencer guiding her followers towards clean beauty, natural skincare, and holistic living. Regular sponsored giveaways have boosted her engagement as high as 13% and featured organic brands. Some of these brands include Osea, Au Naturale Glow, and Kosas.
3. [Young Yuh](https://www.instagram.com/yayayayoung/?hl=en) (@yayayayoung) - Skincare enthusiast Young Yah has over 1.5M followers on Tiktok and a quickly growing audience of 82k on Instagram. Though Yah’s skincare isn’t strictly vegan/clean, many of the brands he partners with are, including Glow Recipe, Origins, and The Honest Company.
4. [Sophie Uliano](https://www.instagram.com/sophieuliano/?hl=en) (@sophieuliano) - New York Times Bestselling Author and board-certified holistic nutritionist, Sophie Uliano’s following of almost 30k on Instagram and over 100k on Youtube are only part of her platform. Uliano shares clean beauty tips on her twice-weekly video series and has partnered with several clean beauty brands, including Tom’s of Maine and Womaness.
5. [Rashawn](https://www.instagram.com/glowskinguy/?hl=en) (@glowskinguy) - Florida-based skinfluencer Rashawn shares his journey with Oily & Acne-prone skin, regularly featuring clean and vegan beauty products in his routines. These include Paula’s Choice, M-61 Powerful Skincare, and Belif USA.
6. [Molly Hill](https://www.instagram.com/maisonpur/?hl=en) (@maisonpur) - Molly Hill is an influencer and podcast host of Maison Pur, a Natural Living Podcast. Hill focuses on organic beauty, natural baby & child products, and a nontoxic home. Several brand partnerships are featured on her profiles, including Beauty Heroes, Chocolate Sun, and The Detox Box.
7. [Lola Gusman](https://www.instagram.com/thehermeshippie/?hl=en) (@thehermeshippie) - With 15k followers, Lola Gusman’s platforms feature a wealth of knowledge on clean beauty brands. Reviews, skincare routine videos, and giveaways are featured on Gusman’s profile and posts reach as high as 11% engagement. Brands featured in partnerships with Gusman include Supernal and La Bella Figura Skincare.
8. [David Yi](https://www.instagram.com/seoulcialite/) (@seoulcialite) - CEO of skincare brand Very Good Light and co-founder of the beauty blog Good Light World, David Yi is a beauty expert turned influencer. Yi has partnered with multiple clean beauty brands though his platform is not strictly clean beauty. Some of these brands include Sulwhasoo, Amore Pacific, and Kaja Beauty.
9. [Bottled Blue](https://www.instagram.com/bottled.blue/) (@bottled.blue) - Beck is a vegan beauty & lifestyle influencer. Though she has a variety of other brand partnerships, her beauty brand collabs feature Osea, Organic Basics, and Facetheory skincare. Her Youtube features a following of almost 15k, with views peaking at 49k on her most popular videos.
10. [Ramón](https://www.instagram.com/glowbyramon/?hl=en) (@glowwithramon) - With growing audiences on all platforms, Glow by Ramón has growth rates of over 10% on Instagram and Twitter, with nearly 5% engagement on these platforms as well. Ramón has a view count of 575k on his top TikToks against a following of 12.8k. Some brand mentions and partnerships include Boscia and Glow Recipe.
11. [Lisa Fennessy](https://www.instagram.com/thisorganicgirl/?hl=en) (@thisorganicgirl) - Also known as “This Organic Girl,” Lisa Fennessy helps followers make educated decisions about what they are putting in and on their bodies. Her social media features brand deals, her day-to-day skin and beauty routines, and her embrace of gray hair. With 84 sponsored mentions, some of the beauty brands featured in this are Force of Nature, Grove Collaborative, and Papillon Organic.
12. [Nicole Whittle](https://www.instagram.com/veganbeautygirl/?hl=en) (@veganbeautygirl) - “Vegan Beauty Girl,” also known as Nicole Whittle, aims to make ethical living easier by helping her followers find beauty product alternatives to their non-sustainable options. With 130 branded mentions between her profiles, Whittle has partnered with vegan brands Lush, Evolve Organic Beauty, ELF Cosmetics UK, and various other brands not even in the beauty category. This variety shows the different opportunities brands can find when they look to influencers in different niches.
13. [Jay](https://www.instagram.com/citizenglow/) (@citizenglow) - Oily & acne-prone skinfluencer, Jay shares her skin empties, latest obsessions, and routines with followers on all platforms. Her Instagram Reels alone have reached as high as 1.4m views, showing great potential ROI for her partnerships. A widespread trend in influencer marketing is affiliate programs, seen in Jay’s Instagram bio link. This ‘homepage’ of her affiliate links includes Farmacy, Allies of Skin, Necessaire, and Skinstore.
14. [Matt Woodcox](https://www.instagram.com/dirtyboysgetclean/?hl=en) (@dirtyboysgetclean) - Featured in Cosmopolitan UK, Glamour Germany, and Vogue Thailand and India, Matt Woodcox has solidified his name as a beauty influencer worldwide. Woodcox has partnered with big skincare and beauty brands Fresh, Drunk Elephant, Summer Fridays, and Tatcha, among 132 brand mentions.
15. [Wendyskin](https://www.instagram.com/wendyskin/?hl=en) (@wendyskin) - AT over 200k on Tiktok and 72.5k on Instagram, Wendy skin is a college student and skincare aficionado turned influencer. Wielding almost a quarter of a million followers on TikTok, Wendy has partnered with big beauty brands such as Supergoop!, Bubble, and First Aid Beauty.
16. [Juston](https://www.instagram.com/myskinisglass/) (@myskinisglass) - Content creator behind @myskinisglass and @spfslut on Instagram, Juston gives his skin opinions on these platforms, blending different skincare methods in his trials. On @myskinisglass, Juston has partnered with SkinCeuticals where his partnership post garnered almost 200k in potential reach.
17. [Amber](https://www.instagram.com/ambertheevegan/) (@ambertheevegan) - Amber is a vegan beauty and food blogger with over 15k followers on Instagram. Amber’s top-engaged posts reach as high as 23% engagement- most of them sharing helpful tips on going vegan. While Amber has also partnered with vegan food brands, the vegan beauty brands featured on her profile include Facetheory Skincare, Superdrug, and ELF Cosmetics UK.
18. [Maddie Elaine](https://www.instagram.com/maddie.elaine95/?hl=en) (@maddie.elaine95) - Skincare & beauty blogger, Maddie Elaine’s most popular posts feature multiple gifted products from Farmacy, Purito Official, and Axis-y skincare. Beyond posts tagged #gifted, there are nearly 200 sponsored posts from the likes of Glossier, Fresh, and Drunk Elephant. Though Maddie isn’t strictly defining herself as a “clean” beauty influencer, most of the products she features are clean.
19. [Anthony Vargas](https://www.instagram.com/ihaveacneandwhat/) (@ihaveacneandwhat) - With just over 10k followers on Instagram, Anthony Vargas has affiliate partnerships with Neutrogena, ZitSticka, and Ren Skincare. Vargas’ highest engagement rate on Instagram is over 100% from only a month ago, so it’s no surprise that his account is growing at a rapid rate.
20. [Linda Sau](https://www.instagram.com/hellolindasau/?hl=en) (@hellolindasau) - At just over 2k followers, Linda Sau has a highly engaged following, averaging around 6%. Sau has featured gifted products from Briogeo, Merit, and The Mob Beauty, among others. With a growing audience of highly engaged followers, Sau’s partnerships have potential reaches as high as 10k.
**Want to see how Tagger helps marketers discover high-value influencers who are perfect for their campaigns?** [**Schedule a demo of our platform here.**](http://www.taggermedia.com/request-demo/)
We're exploring the differences between two popular ways to measure the success of a marketing campaign: ROI, or “Return on Investment”, and ROAS, or “Return on Ad Spend”.
What’s the difference between marketing ROI and ROAS? How to measure both
Measuring the success of your influencer marketing campaigns can happen in many different ways, and yet it’s one part of the process that many marketers struggle with.
There are many extremely valuable results of influencer partnerships that don’t naturally lend themselves to numerical data measurement; word of mouth, establishing brand values, thought leadership, share of market voice, and brand awareness, to name a few. But when it comes to [measuring the value of influencer partnerships](https://www.taggermedia.com/blog/influencer-marketing-measurement) compared to the rest of your marketing spend, it’s actually easier than you think!
Today we’re going to be exploring the differences between two popular ways to measure the success of an influencer marketing or social media marketing campaign: ROI, or “Return on Investment”, and ROAS, or “Return on Ad Spend”.
### **The Basic Definition of both terms are as follows:**
* **ROI or Return on Investment** = the overall amount of investment ➗ the overall benefits of the campaign
* **ROAS or Return on Ad Spend** = dollars spent on a campaign ➗ how much revenue was generated by the campaign
### **ROI: Return on Investment**
When calculating the ROI of a campaign, you first need to set your brand or client’s KPIs. [Click here to read our recommended 5 KPIs every marketer should set before running a campaign](https://www.taggermedia.com/blog/5EssentialKPIs_influencermarketing). Many marketers make the initial mistake of thinking ROI only applies to the monetary return, when in fact, ROI is more of a holistic look at the ratio between your investment and the benefits you reap.
The “investment” part of ROI is about more than just the amount of money you spent hiring an influencer or running an ad. **ROI is affected by additional costs like time, staff, resources, and energy.** For example, if it takes a team of four people weeks to do market research, plan a campaign, do manual talent discovery, generate creative assets, send contracts and payments, and track results, that campaign has a high investment for your brand, and therefore will generate a lower ROI. Conversely, if it only takes one person a day or two to execute the same things with the right technology or platform, your brand’s investment is much lower, making your ROI higher.
When it comes to understanding the overall benefits of the campaign, again it’s very important to have set the [KPIs](https://www.taggermedia.com/blog/5EssentialKPIs_influencermarketing) that you care about most. Only then will you be able to see if that campaign under- or over-performed according to your goals.
### **ROAS: Return on Ad Spend**
Return on Ad Spend is a metric that measures the ratio of how much revenue was generated per dollar spent on a social media campaign. For example, if a brand spends $100 hiring an influencer and they generate $500 in sales, that campaign had a 5:1 ROAS.
Now, it may seem from this definition that ROI and ROAS are the same thing, but here’s where the true difference lies: ROAS measures the results of a specific campaign whereas ROI takes the larger picture into account. ROI considers all the additional benefits in addition to the actual revenue for a specific post or partnership.
**Where ROI is holistic, ROAS is specific.** The reason it’s helpful to measure both is that ROAS allows you to compare the success of specific influencers or campaigns against one another to see which were more or less effective than others and why. This in turn helps you make better investment decisions for the next time around!
No matter which you’re measuring- ROI or ROAS - you’ll need to make sure you’ve set up pixel tracking and UTMs with your influencer campaigns to ensure you’re seeing where attention and revenue are being generated.
### **Don’t forget to consider your Conversion Rate**
While ROI and ROAS are both excellent markers to keep track of, it’s extremely important to take your campaign’s unique conversion rate into account.
Before you run your campaign, you first should decide what the desired action you want your audience to take will be. Do you want them to purchase an item? Sign up for an email list? Follow your social media profile? Use a hashtag or discount code? Whatever the desired action is, determine it ahead of time so you can measure how successful your campaign was beyond revenue.
So much of campaign measurement comes down to determining [KPIs](https://www.taggermedia.com/blog/5EssentialKPIs_influencermarketing) ahead of time, then making it easy on yourself and your team by choosing the right technology partner to keep track of it all. If you’d like to know how Tagger’s end-to-end influencer marketing platform helps marketers automatically pull in real-time campaign data to generate beautiful modular reports in minutes, [request a demo here!](http://www.taggermedia.com/request-demo)
From banks to internet software, an incredible variety of brands have partnered with finance influencers, bringing in high engagement and reach on their campaigns.
Financial Influencers Teaching Followers How to Create Wealth
Even if you’re not eager to day trade on the stock market just yet, becoming financially literate has never been easier with the help of finance influencers. Finance influencers are the latest influencer sub-group boosting brands through partnerships. Not only are they sharing their knowledge of wealth management or stocks, but many of them are joining their followers in the journey to becoming financially free and documenting their experience along the way.
As these creators continue to gain virality on social media, the frequency of branded partnerships has increased. From banks to internet software, an incredible variety of brands have partnered with finance influencers, bringing in high engagement and reach.
**Using the Tagger Platform’s mentions, discovery, and potential reach features, we found these financial influencers partnering with various brands and educating their followers!**
1. [Steve Chen](https://www.instagram.com/calltoleap/?hl=en) (@calltoleap) - Steve Chen is a social media influencer providing followers with financial education through his platforms. With over 202k followers on Instagram and almost 900k on TikTok, all of Chen’s platforms are in a period of steady growth. Chen provides quality content for followers looking to learn more about finances and partnered with Intel, Capital One, and Webex on Instagram and TikTok campaigns.
2. [Tiffany Aliche](https://www.instagram.com/thebudgetnista/?hl=en) (@thebudgetnista) - Also known as “The Budgetnista,” Tiffany Aliche is a powerhouse in the personal finance influencer space- she’s a New York Times Bestseller (Get Good with Money), NAACP Image Award Nominee, and the first Black woman to grace the cover of Money Magazine solo. Aliche has 500k on both her Instagram and Facebook pages, with over 50k on Youtube and Twitter. With almost 150 sponsored partnerships on her accounts, some brands featured heavily are Credit Sesame, Prudential, Mastercard, and Paypal.
3. [Cindy Zuniga-Sanchez](https://www.instagram.com/zerobasedbudget/?hl=en) (@zerobasedbudget) - Financial coach, speaker, educator, and lawyer Cindy Zuniga-Sanchez began solidifying her place as an influencer when she started her account to share how she would be paying off $215k in debt in 2 years. Sharing her journey helped her account grow with authentic, loyal followers. Zuniga-Sanchez has grown to a following of over 50k on Instagram, leveraging this platform to work with Turbotax on a giveaway and partnership during tax season.
4. [Anthony O’Neal](https://www.instagram.com/anthonyoneal/?hl=en) (@anthonyoneal) - Host of popular Youtube series and podcast “The Table,” Anthony O’Neal is a #1 national bestselling author, speaker, financial expert, and now, influencer. O’Neal has leveraged his platforms to partner with brands Amazon and Ramsey Money Solutions.
5. [Andrea Woroch](https://twitter.com/andreaworoch?lang=en) (@andreaworoch) - Money and media expert Andrea Woroch’s platform is all about helping moms take control of their financial future. Featuring free resources online, Woroch has landed her on Good Morning America and The Today Show. Woroch has partnered with Goldman Sachs, Capital One Stories, and Reader’s Digest on Instagram and Twitter.
6. [Humphrey Yang](https://www.tiktok.com/@humphreytalks?lang=en) (@humphreytalks) - With nearly 400k following his Instagram, Finance influencer (and former financial advisor) Yang has a whopping 2.3M on TikTok. On TikTok, Yang has partnered with Hulu and Venmo, bringing in 81 shares on the Hulu post and 123 on his Venmo ad. These granular metrics allow us to see the potential ROI of Yang’s posts as shares indicate that followers might be interested in products.
7. [Paula Pant](https://www.instagram.com/paulapant/?hl=en) (@paulapant) - The blogger behind “Afford Anything,” Paula Pant has shared her knowledge of finance through multiple social platforms as well as the popular podcast “Build a Better Life.” Pant has partnered with her platforms and podcast to work with LendingClub Bank, Rothy’s, and NetSuite, among others.
8. [Tonya Rapley-Flash](https://www.instagram.com/myfabfinance/?hl=en) (@myfabfinance) - Tonya Rapley-Flash is the influencer and financial guru behind “My Fab Finance,” financial education and lifestyle blog for millennials. Rapley-Flash has partnered with State Farm Insurance, Enterprise, Amazon, and Invisalign. Her partnerships have brought in a reach as high as 564k against a following of only 193k.
9. [Sarah Wilson](https://www.instagram.com/gobudgetgirl/?hl=en) (@gobudgetgirl) - Blogger and financial educator Sarah Wilson has grown her platforms and blog “Budget Girl” to over 50k followers on Instagram and 93k on Youtube. Wilson has partnered with XTRA Laundry Detergent, The Financial Diet, and FinCon.
10. [Tai & Talaat McNeely](https://www.instagram.com/hisandhermoney/?hl=en) (@hisandhermoney) - Through their wildly popular blog and social platforms, including 65k Instagram followers and 9k Twitter followers, Tai & Talaat McNeely are teaching followers to stop the cycle of debt and build generational wealth. The McNeely’s have partnered with MassMutual, Feeding America, Wells Fargo, and Capital One, among other partnerships.
11. [Leo Jean-Louis](https://www.instagram.com/leo.jeanlouis/?hl=en) (@leo.jeanlouis) - The Millenial Debt Freedom Coach, Leo Jean-Louis has helped over 1K followers become debt-free with his platform. At now almost 50k on Instagram with a growth rate of 11%, Jean-Louis has partnered with Venmo, Fidelity Investments, and Hicapitalize, among other brands.
12. [Erin Lowry](https://www.instagram.com/brokemillennialblog/?hl=en) (@brokemillennialblog) - Erin Lowry is the influencer behind Broke Millenial, where she shares tips to make money easier for followers. Appearing on Rachel Ray, BBC News, and the New York Times, Lowry partnered with brands TDBank, Citizens Bank, and Discover. With a reach on sponsored posts of 80k against her 46.3k, Lowry has a far reach and likely high ROI for brand partners.
13. [Jully-Alma Taveras](https://www.instagram.com/investinglatina/?hl=en) (@investinglatina) - Jully-Alma Taveras is the founder of Investing Latina and its subsequent workshop educating Latinx followers about finances. Taveras has partnered with The Financial Diet, ACorns, Nasdaq, and Bankrate, featuring an engagement rate on these posts of 4%.
14. [Haley Sacks](https://www.instagram.com/mrsdowjones/?hl=en) (@mrsdowjones) - Founded by Haley Sacks, Mrs. Dow Jones is the financial lifestyle brand breaking down Wall Street, lifestyle & money using humor, and pop culture. Sacks has almost 15k subscribers on Youtube, with her videos reaching as high as 43k views. With a reach of over 200k on partnership posts, past brand collabs feature Clarins, Turbotax, and eToro.
Want to see how Tagger helps marketers discover high-value influencers who are perfect for their campaigns? [Schedule a demo of our platform here.](http://www.taggermedia.com/request-demo/)