Eminem is sharing a 'personal' phone number with his fans. Here's the invite-only startup behind it that's betting texting celebs and influencers will be a big business.
How celebrities and influencers are using Community so far While Community can serve as a promotional tool for public figures to push direct-to-consumers sales, the app also allows its users to respond directly to texts from fans and send out things like personalized birthday messages.
Weissman told Business Insider that he'd been leaning into the app's birthday notification feature. "If it's like 10 people's birthdays that day, I'll just take 30 minutes and I'll send a video selfie message of me saying 'Happy birthday' to that person," he said. In addition to collecting data on a fan's date of birth, Community asks for a user's name, gender identity, city, and email address when they sign up. An opted-in user also agrees to the company's terms of use and privacy policy, which highlight some of the ways that they will end up interacting with a celebrity through the app. Community notes in its terms of use that it's possible that not all texts will be sent directly by the influencer or celebrity who originally shared their phone number. "A message sent by a Customer may actually be sent on his/her behalf by a public relations or other social media representative," the company says. The company also outlines in its terms that any texts that a user sends back to a public figure like Eminem can be used by his team and Community for "developing, producing, and marketing products and/or services," with the ability to "publish in searchable format." While Community is still a relative newcomer to the influencer-marketing world , its direct-messaging format ties in well with a broader trend toward more direct-to-consumer interactions between celebrities and their followers. The app's major selling point is that it offers celebrities and influencers access to a fan's cell phone number, which — unlike social media accounts or even email addresses — people tend to hold onto for years.Read a full breakdown of how the Community app works for influencers and its celebrity early adopters. For more stories on how influencers are turning to startups and tech platforms to grow their businesses, check out these other Business Insider Prime posts: Meet the startup helping YouTube creators earn millions in extra ad revenue by reposting their content on Facebook and Snapchat — including $68,000 from a single video : Posting videos across YouTube, Facebook, TikTok, and Snapchat can be a headache for creators. Startup Jellysmack is trying to streamline the process. Marketers share what it's like to use TikTok's invite-only tool for finding the right influencers to hire for brand deals : TikTok is growing up as an influencer-marketing platform with the release of new audience-data tools for both creators and brands.
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