Spam accounts, leak pages, alt accounts, burners - what ever you want to call them, it’s helping brands win.
To explain a little further, brands utilise second pages where they can share more about the brand with their most dedicated and loyal followers. It adds an extra layer of depth to their brands that consumers can connect with. It also creates a sense of curiosity around the brand which develops/adds to its mystique (this is amplified when these pages are private, which is usually the case)
Teasing a product on secondary pages or through story posts is actually a great way to build demand for a product because now it leaves people with questions, ie “When’s this dropping?”. I see a lot of brand owners do this and it goes further than you think. People almost feel rewarded for their loyalty, through the exclusive content they get to see first hand before anyone else.
It provides a space for brand owners to showcase unreleased designs plus a little more behind themselves and the brand. Think Mr Osbatt from Syd, Dramaleakz from drama call, Idaleakz and the multiple accounts surrounding Corteiz where Clint shares exclusive content with these pages to distribute. If you care to find out, you’ll find that a lot of brands have alt accounts.
this phenomenon is so interesting in the sense of how it mirrors the music industry ie leak culture, mystery etc. When we look at Carti he did this with his Opium account where you can see snippets of his life, his fits and updates about what he’s doing (just drop the album). Carti is the best representation of where it’s works so well as a large majority of his career can be accounted to snippets and music leaks, not to mention he’s the most notorious mysterious person the music industry knows.
Let me know your thoughts below.
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