Have you ever wondered why so many attractive individuals seem to frequent the same shops and restaurants? The answer often lies in the world of social media and influencer marketing. Content creator Lauren Karwoski took to TikTok in May to reveal how she has leveraged the Neon Coat app to enjoy various complimentary services and experiences in New York City, all in exchange for social media posts.
On a single day in the bustling streets of New York City, Karwoski managed to score a range of freebies: a $9 green juice from a gourmet eatery, a $40 fancy workout class, and a $100 eyebrow lamination, not to mention a delightful dinner at a Greek restaurant in Tribeca. By sharing her experiences on social media, she showcased how the Neon Coat app connects influencers with businesses looking to promote their offerings.
In an interview with The Independent, Karwoski explained that her posts can vary from quick Instagram Stories to more detailed TikTok videos. “I really use the app as a money-saving tool,” she stated, emphasizing her strategy of selecting offers that align with her regular activities to cut down on expenses.
Another compelling story is that of Larissa Drekonja, who relocated to New York City from Slovenia in 2003 to pursue a modeling career. Initially, she faced financial struggles, relying heavily on agents and promoters for meals. Drekonja sought additional financial support from her agency for expenses like hair styling and fitness classes—expenses she deemed essential for maintaining her modeling appearance—but was often denied.
As Instagram gained popularity, Drekonja recognized a shift in the industry; models could now create promotional content in exchange for complimentary services, as businesses were eager to feature attractive individuals using their products. This revelation led to the creation of the Neon Coat app in 2017, co-founded by Drekonja, Dan Berger, and Noah Siegel. The app provides businesses with a streamlined way to attract influencers and models.
To join the Neon Coat platform, models must have a minimum of 1,000 Instagram followers, along with a link to their portfolio showcasing substantial modeling work. Meanwhile, influencers need at least 5,000 followers on TikTok or Instagram, coupled with a high engagement rate. Currently, Neon Coat boasts over 13,500 registered users and collaborates with around 250 businesses, as reported by The Independent.
The app operates predominantly in major cities like New York City, Los Angeles, Miami, and London, where businesses pay anywhere from $400 to $1,500 to share their freebie offers, depending on the type of promotional content they seek.
Karwoski highlights the career advantages of using Neon Coat, particularly for smaller creators who may not yet have monetized their platforms. “It helps you save money on things you would be paying for anyway,” she remarked, noting that many influencers have cultivated long-term relationships with businesses they initially discovered through the app. In fact, one salon was so impressed with her social media content that they expressed interest in hiring her.
Gillian Dittmer, another model, shared her experience with the app, revealing that she started using it shortly after moving to NYC, where she was a struggling actor. “I used it a lot when I first moved here because I didn’t have that much money to be going out,” she explained. Over time, Dittmer has also benefited from free haircuts and yoga classes through the app, affirming its mutual benefits for both businesses and models.
According to Berger, one of the app’s founders, the beauty of Neon Coat lies in the fact that models and creators have the freedom to choose which offers to accept, ensuring that the marketing feels authentic. “Truly all the content stems from that creator deciding, ‘This looks cool to me. I want to try it’,” he explained, underscoring how trends initiated by attractive individuals can significantly influence consumer behavior.
In conclusion, the Neon Coat app exemplifies the intersection of social media, influencer marketing, and the pursuit of free experiences in today’s digital age. By connecting businesses with influencers, it creates a win-win situation where both parties can thrive.
