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Kalo Insider - 'Sweat' Gives Influencers Something They’ve Never Had: Depth


Executive Summary
  • The new Polish-Swedish drama Sweat offers a harrowing portrait of social media fame rarely seen in movies.

  • Hyram Yarbro on his new brand, Selfless by Hyram

  • The importance of laughter in influencer marketing: Make ’em laugh!


'Sweat' Gives Influencers Something They’ve Never Had: Depth

Seeing the opening scene of Sweat while sitting on a couch feels as out of place as eating a bag of Doritos while immobile on a Peloton. Director Magnus von Horn follows his cheerful fitness-influencer protagonist Sylwia Zajac (Magdalena Kolesnik) during a public cardio demonstration at a mall in Poland using a handheld camera. Her thick blonde hair bobs rhythmically as she weaves her way through the crowd, shouting high-octane words of encouragement like a, particularly toned mega-church leader. Hers is a body-prosperity gospel preached by a convincing preacher. I was on the verge of getting up to follow along.



Hyram Yarbro on his new brand, Selfless by Hyram

Hyram Yarbro, a social media celebrity and skin-care guru, has been gradually disclosing the five products in his new Selfless by Hyram line on YouTube, Instagram, and TikTok. The Inkey List collaborated in the creation of the brand. Sephora released the range on Friday.

As an influencer, Yarbro is aware of the market's saturation, so the "selfless" aspect, as well as the notion that "a skin-care brand may be a catalyst for social change," were crucial to him. Each product is linked to an issue that Yarbro cares about, such as health equity and climate change. Yarbro sought to combine well-known compounds like retinol and salicylic acid with lesser-known, natural substances like sea kelp and rainbow algae in the products themselves, giving each one a well-rounded ingredient story.



The importance of laughter in influencer marketing

Make ’em laugh

Influencers know how to sway an audience, so it's no surprise that the best of them use laughter to their advantage. It's not that they have to be hilarious; all they have to do is laugh.

Someone else's laughter is typically what makes us laugh the hardest. We're more than 30 times more likely to laugh when we're around others than when we're alone - and this is especially true for people with whom we identify.

Look for influencers that spontaneously laugh in their videos if you want to experience the effects of this effective persuader for your own brand. It's likely that their fans will be laughing along with them.


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