If you follow a lot of mega YouTube influencers like Logan Paul, you probably have seen many of them lock horns with other influencers and professional boxers in a boxing ring. Jake Paul has had a showdown with Deji, KSI has exchanged punches with Joe Weller, and Logan Paul was beaten black and blue by Floyd Mayweather. The same Logan Paul says he could beat Mike Tyson in a fight.
Now, why would a YouTuber with little or no fighting skills challenge a pro boxer like the almighty Mike Tyson, you ask?
Well, it’s simple: attention (fame) and money. And in most cases, with attention comes money.
Essentially, what these YouTubers with millions of subscribers are doing is to increase their fan base. Accumulate fans (and money) from not only social media but also the world of boxing. That’s what influencer boxing is all about.
This is it. Even though you’ve never for once watched a boxing match, as long as your favourite influencer shows interest in boxing and goes into a ring, chances are you will follow them there. It doesn’t matter if you have the tiniest interest in boxing. You’re simply interested in the life and activities of your fav influencer. And you’ll pay for a ticket to watch your fav exchange punches with old, retired boxers and amateurs. The YouTuber makes more money and fame while keeping you entertained.
But you know the most fascinating part? Without knowing it, your interest in boxing grows over time as you continuously see your favourite social media influencer fight.
And that’s the long and short of influencing these days. Our thoughts, interests, and perceptions are subconsciously altered by what we see our favourite influences do, wear, or say. We gravitate towards their ideals.
The first Influencer boxing event was KSI vs Joe Weller (both YouTubers) in February 2018. Since then, there have been countless influencer boxing matches. As a result, interest in boxing has grown globally.
As though that was not all, the professional Boxing Association (PBA) has released an official influencer championship rankings list, which, without a doubt, is an official recognition of celebrity boxing. Jake Paul comes top, followed by his rival KSI. AnEson Gib saw himself at No.3 ahead of Austin McBroom. And then there’s Jake’s brother, Logan Paul, at No.5.
Now, this is what I think. Brands are not sleeping on this. If social media influencers could draw the world’s attention to boxing through actual boxing matches, imagine what they could do in other industries like gaming, tech, and whatnot. In short, this could be the next trend of influencer marketing.
-Maria Athanasiadou
