Arii Has Over 2 Million Followers. So Why Did Her Clothing Line Fail?

Social media star fell short of selling 252 items in 13 days

As marketers realize followers aren't dollars, questions about the value of 'influence' rise. Instagram: @arii

252 out of 2.6 million is just over .009%. If you look at that number as a conversion rate, it’s low—too low for anyone who calls themselves an influencer to aspire to. It’s basically less effective than a display ad, which is saying something.

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@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.
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