Growing The Business

Now that social media has become such a large part in so many people’s lives, not only do you see people gaining popularity on it, but you see artists getting their work out there, and businesses becoming either networking or attempting to reach their target audience. News tends to spread like a wildfire on social media platforms, if a business can get just one celebrity and/or ‘influencer’, a social media person with a large following, to acknowledge their products and/or business, they’ll get other people looking into them now. The reason that this happens is because they look up or aspire to be this person they’re following; this could be considered the psychological phenomenon of groupthink, people lacking their own creativity and doing what they see what the influencers and/or other followers are doing. One example of a business using an influencer would be Youtube Vlogger, David Dobrik, with Chipotle. In his earlier videos, David would always get his assistant to pick him up Chipotle and that was just something he was known for, a year later they sent him free burritos for a year as well as made a burrito after him; this was so that they could get an ad on his different social media platforms, but more time in his videos which average 10 million views. Chipotle already does well as it is, but releasing this product and partnering with Dobrik, got them a lot more revenue considering his large fanbase.

Who knew sliding into DMS actually worked! CHIPOTLE NAMED A BURRITO AFTER ME #ad pic.twitter.com/bYQddDL3lQ

— DAVID DOBRIK (@DavidDobrik) April 3, 2019

This just goes to show that Chipotle did what a business should do when trying to make sort of growth for their company, they looked at the target audience and saw something that would be a hit (Rampton, 2014, para. 19).