Sharing everything with your significant other is quite normal. After all, being in a relationship means going to the moon and back for someone, as well as navigating through life's ups and downs together. But it seems like today's content creators add another element to being in a loving relationship: increasing swoon factor to get more audience attention, retention, and of course, brand sponsors. This new social media money-making strategy is also known as 'clout relationships'.
A viral-worthy business model
Recently heard from YouTuber Tana Mongeau on her video with 'clout boyfriend' and now fiancé Jake Paul, clout relationships are partnerships done to — simply put — drive more money in. These two controversial — bordering on problematic — content creators are two of the most infamous names on the platform today, so imagine the internet's confusion when they got together. Publicity stunt or not, their two-month relationship definitely brought in the dollars, as their collab videos garnered three million to eight million views each. We can only imagine the views that would pour in should they stream their wedding — or decide to call things off.
But it's not just #JaNa (as the internet calls Tana and Jake's coupling) who are taking advantage of this business paradigm. Another content creator is also going viral, but this time for her 'branded engagement'.