Even during a pandemic, it’s tough to keep up with all the TikTok and hash tag challenges that influencers are doing with brands. But, one recently stood out to me–and not for the right reasons.
In case you missed it, on Jan. 23, J-Lo issued the #LoveDontCostAThingChallenge to celebrate the 20th anniversary of her J-Lo album (also, longest hash tag ever–amiright?).
— jlo (@JLo) January 24, 2021
Yeah, that reaction you’re having. That was the internet’s reaction a week ago, too. Let’s just say it hasn’t exactly gone viral–at least not in a good way.
Fact is, it has stirred up a lot of awareness for J-Lo, but again, not in a good way. Articles like this one from the LA Times are numerous. And, like I said, the internet’s reaction (including her fans, by the way), has been anything but positive. It hasn’t exactly taken off either. The challenge has just 2.4M views on TikTok (for comparison Charli D’Amelio’s #DistanceDance last year has 17.7 BILLION views).
So, I thought it was high time someone give J-Lo some sound influencer marketing advice. Because clearly that is lacking on her team right now!
And, who better to give her that advice than A-Rod himself! If I were Alex Rodriguez, I’d be giving J-Lo the following tips on how to better optimize her next social media challenge next time around:
Read the room, hon
Babe, this should go without saying, but we’re in the middle of a pandemic right now. Strutting around that sunny beach stripping off your jewelry isn’t exactly reality for most of your fans right now. That may have come off a little tone deaf–just a little. I mean, I know you like to promote your whole “Jenny from the Bronx, girl next door” image, but babe, the fact remains you’re kinda loaded. And, I’m kinda loaded. And, you were just in DC for that inauguration thing. Next time, let’s just make sure we both take a peek at Twitter and CNN before we do one of these challenges.
“Wait, what am I supposed to do again?”
Yeah, that’s what everyone was thinking once you posted that challenge. Didn’t you look at Twitter or Insta? Your fans were really confused. I mean, you didn’t include any directions! You just wrote “can’t wait to see your renditions!” Oh, your social media intern wrote that one? OK, that’s a different issue. Let’s talk about that later. Also, what was in this for your fans? What do they get by participating? I mean, millions of people love you, you know that right? But they also want stuff for themselves. Next time you do one of these challenge things, make sure you spell out the instructions very carefully, babe. Use bullets if you have to. Call your grandma and run it by her if you have to. Does that make sense?
Rope in a partner that cares
Remember that pandemic thing? It means a lot of people are struggling right now. Yeah, even your fans. Lots of them probably. So, why not work with a partner organization for your next challenge that gives back to causes you care about–because you’ve done that a lot! You donate a lot to charities supporting kids–why not rope in the Boys & Girls Club of America or UNICEF? My social media manager tells me this is a big trend right now–and more importantly, it’s the right thing to do considering together we have all this money and really have no idea what to do with it besides me going on Shark Tank and giving people business advice.
For God’s sake, why the beach?
OK, sorry, I didn’t mean to yell. But next time, remind me to remind you of the date when you publish these challenges! I know we’re in Miami and it’s 80 and sunny but most of the country is huddled indoors in their snowmobile suits right now! And, we’re really not supposed to be traveling, so most people can’t go to the beach even if they wanted to. Yeah, I know we can. We’re rich. We talked about this already! But, we can’t post another challenge of you on a beach, during the winter during a pandemic.
Great advice A-Rod! I couldn’t have done a better job myself! Here’s hoping that advice pays off for J-Lo’s next social media challenge.