This article has been reviewed according to Science X's editorial process and policies . Editors have highlighted the following attributes while ensuring the content's credibility: Credit: Pixabay/CC0 Public Domain Luka Sabbat was a 20-year-old model and actor best known for playing a character based on himself on the TV show Grown-ish and for reportedly dating a Kardashian. More importantly, he had 1.
7 million Instagram followers. The terms of the deal were simple. Sabbat would create one Instagram post and three stories featuring photos of himself wearing the spectacles at New York, Paris, or Milan fashion week.
He would submit all the posts to Snapchat's PR firm for pre-approval. In exchange, Snapchat would pay him $60,000, with $45,000 upfront. Sabbat made one Instagram post, a series of photos of himself in a hotel room wearing the glasses and holding a bunch of bananas up to his ear like a phone.
He didn't mention Snapchat or Snap Spectacles by name, nor did he submit the post for pre-approval. A month later, Snapchat's PR firm sued him for breach of contract. It was a historic moment in the relatively new but rapidly expanding field of influencer marketing: the first time an advertiser had sued an influencer for, as a headline in Variety put it, "failure to influence.
" Other advertisers took note and began pressing for stricter contracts that would provide more clearly defined expectations for the influencers they hired. But according to new research by Navdeep Sahni, .
