Once again, Rappi is the target of severe criticism on social networks for promoting the Japanese food restaurant of the influencer Luisito Comunica.
In the so-called “era of digitization”, influencer marketing has been vital for brands, especially in the context of the pandemic that we have experienced since March 2020 and that today, almost two years later, has worsened again due to the new variant of Covid-19, Ómicron.
Of course, influencer marketing is not a current topic, but has been doing almost essential work for companies for years.
And it is that, faced with the need to find a way to survive in the midst of a global health crisis, social networks, digital platforms and, of course, influencers, became the ideal tool to conquer a new consumer niche that were inevitably influenced, for better and for worse, by the pandemic.
It was thus that the boom of influencer marketing began to grow and report great benefits for brands and / or companies. Its relevance has been so great that, according to data from Bloomberg, brands have spent about 202 million euros on influencer marketing, this modality being the one that has shown the greatest growth.
In addition to all this, it is worth mentioning that consumers have also changed considerably with the arrival of digital media and / or devices. Today, it is easier to access products and offers through the internet; it is enough to place a specific word in the search engine so that, immediately, a huge number of sites appear that the user can visit and find exactly what they are looking for.
Taking this as a reference, according to a study by the platform Tomoson, 50 percent of consumers base their purchases on what they see through digital media, which can be, for example, social networks.
The Rappi case
Just last weekend, Rappi, the delivery app, was the target of all kinds of criticism on the networks due to its alliance with the influencer Chumel Torres, a strategy that did not fall well among the users of the app, who even, some of them decided to stop using the platform.
Today, again, Rappi is involved in a new controversy on Twitter thanks to a tweet in which he promotes Deigo Ramen, in a Japanese food restaurant of the influencer Luisito Comunica, one of the most controversial internet personalities in recent years.
?? https://t.co/spoIqznqQd https://t.co/q3HpfiWDTc
– Rappi Mexico (@RappiMexico) January 11, 2022
Almost immediately, users of the social network showed their dissatisfaction with Rappi, recalling, first, his “mistake” when working with Chumel Torres and, secondly, complaining about now promoting Luisito Comunica. Some Internet users even decided to cancel the application:
Uninstalled your application? pic.twitter.com/33xezWDFxJ
– Pablo Parra (@ Morty_UC137) January 11, 2022
They are disgusting pic.twitter.com/peTnhzHWfS
-? CHeet0s & TaKis? (@lAvA_gUrI) January 11, 2022
To hell with Rappi and his campaigns to hire those who have enriched themselves with public money like that chumel. pic.twitter.com/MR3bVylkm1
– British Humor (@humorbritanico) January 12, 2022
There are Rappi levels better Uber Eats pic.twitter.com/ree4tmM1VZ
– David-ON ® (@DavidCovanchi) January 12, 2022
The issue of influencer marketing is extremely delicate, since, as the saying goes “the internet does not forget” and Internet users are the ones who bring tweets and posts from past years to the present.
For this reason, brands need to choose the ideal influencer for their campaigns, in order to reach audiences and perform better at a time in history where influencers are undoubtedly the ones who set the tone to follow.
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