“Influencers pay double.” With this message, Joe Nichhi, the owner of a small ice cream business, tried to deter self-proclaimed celebrities who would ask him to give them free ice cream in exchange for “exposure” on their social media platforms. But he succeeded more than that. Nicchi has become an international symbol of disgust with “insta-begging.”
Joaquín Carmona had 16,000 followers on Twitter, and his posts about Spanish athletics were appreciated even by sport professionals. None of his followers had ever met him in person, and when silence fell on his account for three months, people began to look for him, write to him and ask who Carmona really was.