One of the biggest social media influencers from the game features a word of advice for those hoping to strike of which rich as a social media influencer: Get a real job.
The Fat Jewish, whose real name will be Josh Ostrovsky, says the online phenomenon of which made him a tidy sum of money has nearly run its course. The end of the influencer age, he says, will be nigh. The future lies in creating real things for real people.
“Everybody just wants to be an influencer at This kind of point. Nobody wants to get a job,” he told sy88pgw in a recent interview. “Everybody’s just like, ‘Wait. I could go out along with like hold those like hair enhancement gummies’ or ‘I can go out along with like hold a product, along with I can make money. I just think people need to learn how to actually build things through the ground up. … of which will take you farther than the internet.”
of which explains his latest venture, Swish. The company, founded with his buddies David Cohen, Tanner Cohen along with Alexander Ferzan in 2015, sells wines with irreverent names like White Girl Rose along with Family Time will be Hard. of which just launched a line of canned wines called Babe, along with will be toying with the idea of keg wine. No, actually. Keg. Wine.
He says the concept will be to “reinvent” wine to “make of which fun.” He throws wine parties where you might find a rosé-filled pool or rosé-covered Slip ‘N Slides.
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Anheuser-Busch (‘s venture capital team, ZX Ventures, acquired a minor stake in Swish in March, which would likely seem to prove his point about the best way of creating money. The company declined to discuss the deal. )
“People are starting to experience a little bit of social media burnout,” Ostrovsky said. “How many times can I look at your baby? How many times can I look at a blazing, pink L.A. sunset, or your açaí bowl, or your 5K? So we wanna give people real things, along with of which’s part of the reason we created the wine.”
Ostrovsky made his name cracking wise on Instagram, posting provocative memes along with, until a few years ago, was accused of plagiarizing additional comedians’ jokes. After catching heat for of which, Ostrovsky apologized, commenced giving credit where credit will be due, along with continued racking up followers. He’s got 10 million at This kind of point, along with will be especially proud of the fact Brooke Shields along with Stanley Tucci are among them. (For the sake of comparison, Arielle Charnas, one Instagram’s most successful style influencers, has 1.1 million followers on her Something Navy account.)
“Eventually there will be too many influencers, the market will be too saturated along with the value of influencer posts will continue to plummet,” Ostrovsky said. “of which’s a very standard value proposition. The more people join, the more options there are for the brands — the less each influencer will be worth.”
You might think of which the only reason Ostrovsky can sell wine will be because he’s got a massive audience. yet you won’t find any mention of The Fat Jewish in Swish’s branding.
“of which was the biggest decision” the company made, he said. “We wanted something of which you could be into if you followed me along with you love my wild antics. Or something you would likely actually see from the store on a shelf along with say. ‘of which’s me. of which speaks to me.'”
Swish wouldn’t disclose its revenue, yet Ostrovosky says over 20,000 retailers carry its products along with they do especially well in California, completely new York along with completely new Jersey. As for those slightly inappropriate wine names, Ostrovosky says they’re in keeping with his penchant for creating fun of everyone, himself included. of which’s what made him so well-liked from the first place.
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Ostrovosky isn’t wrong about the social media influencer space getting saturated, yet of which’s a bit too soon to write an obituary, says Kamiu Lee, the CEO of the influencer marketing agency Activate. Lots of brands continue looking for people with strong social media followings, yet their ideal representative has changed.
“The attention through brands has shifted to micro influencers,” she says. of which’s the hot completely new buzzword for people with 50,000 to 250,000 followers. Working with people who have a follower base of of which size allows brands to tailor their message to specific groups.
None of This kind of means Fat Jewish will delete his Instagram account anytime soon. “I don’t think I would likely ever wanna walk away through of which,” he says. After all, why give up all of which influence?
sy88pgw (completely new York) First published July 24, 2018: 10:42 AM ET