The YouTube campaign benefits from superstars coming to the store as each of them already has a loyal fan base. Most of these supporters passionately follow their favorite celebrities online. The stars' presence on the show ensures that their fans will watch their favorite celebrities go shopping, which in turn motivates said fans to visit the store. The celebrities don't just buy goods: they chat with Joe La Puma about how they grew up and their relationship with sneakers from an early age. The discourses reinforce the status of sneakers in contemporary culture. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Flight Club's Instagram account has 2.4 million followers; therefore, a large number of people view each post of the company. Additionally, the company doesn't pay for any of the images it uploads to the site, which saves it a great deal of money. Satisfied customers tag the site with images of the shoes they purchased from the store. The large following on Instagram, combined with the quality products sold by the site and comments from satisfied customers, inspire the trust of new potential customers. Weaknesses The YouTube campaign promotes the products only to the upper classes of society. While it may have its pros, it also has a fair amount of cons. Some of the shoes purchased by these celebrities are unreasonably expensive. For example, some of the boots purchased by the show's stars cost more than $5,000 each. Therefore, watching a show where people buy shoes at high prices can demotivate entering the store. The working class might think that all the shoes sold in that shop are too expensive. Furthermore, the deal with YouTube is not exclusive. The YouTube channel Complex brings stars to some of Flight Club's competitors. For example, stars can be taken to Stadium Goods to purchase shoes. This means that the show's loyal viewers are directed to watch their favorite stars purchase merchandise from other stores. While this is a significant disadvantage, it has not yet prevented the store's success. Lastly, the Instagram account has adopted a lazy marketing scheme. For example, shoe photos are uploaded without a background and almost all of them are depicted the same way. Browsing the company page is boring; however, this does not mean that the images are of bad quality. They are clear and the shoes fit well. The problem is that it seems like no extra effort or thought has been put into Instagram marketing. Recommendations Fight Club should have its own dedicated YouTube channel. The goal of using Complex to market the store paid off: Flight Club now enjoys a large customer base and global popularity. To further strengthen its brand, the company should create a YouTube channel where it can share exciting stories. The genesis of the store, how it operates, who buys the shoes from and the average customer base would make for compelling viewer content. Additionally, airing content such as the day-to-day management of the company would likely interest many followers. Additionally, Fight Club needs to invest in a larger and more vibrant social media team. After looking at their Instagram page, it is evident that the company does not have a dedicated social media team, and if it does, it is understaffed. They should invest in more diverse imagery and probably a styling department. Instagram is a visual site where exciting photos attract more followers while boring ones elicit no reaction. Accordingly, the company should revive the.